The WildFlower Group launches e-commerce division

Brand licensing agency The Wildflower Group (TWG) has launched an e-commerce division, a 360-degree service that helps its brands build and operate their own online storefronts.

TWG already powers the online stores of well-known brands including Peanuts, Coraline’s LAIKA Studios, Discovery’s Shark Week, Moonbug’s CoComelon and Blippi, Matthew Berry’s Fantasy Life, Konami’s Yu-Gi-Oh! and MotorTrend, among others.

Michael Carlisle, Founder and Principal of TWG, says: “Retail brands have had their own e-commerce sites for years, often with a larger assortment than you can find in stores, but it’s been almost exactly the opposite for licensed brands, where product is spread out across retailers, and the websites that do exist generally have only a small collection.

“Our e-commerce division not only helps brands create their online store, but also build a robust product assortment and then run the operation from logistics to marketing. The end result is a one-stop online shop for your brand along with the backend support needed to deliver a top-tier customer experience.”

“Building a website is only the first step,” explains Josh Wormser, SVP, Product Sourcing and New Business, TWG. “What sets TWG apart is all the things we do after the store is built – managing and evolving the product assortment; handling logistics and shipping; running the digital advertising campaigns that bring in customers; and keeping those customers happy throughout the process. These are the things that make an e-commerce operation successful, and we manage all of it for our clients.”

For more information on TWG’s e-commerce division, contact michael@thewildflowergroup.com.

Harry Potter weaves magic across ecommerce platform Spread Group as sales leap 70 per cent

The Wizarding World of Harry Potter has been weaving its magic on the ecommerce platform Spread Group, helping drive UK licensing sales to a 70 per cent leap since the group extended its partnership with Warner Bros in December last year.

Increased demand for items – in particular the women’s hoodies range – themed around the Harry Potter franchise has fuelled a sales surge across the platform, with UK consumers ‘snapping up’ Hogwarts themed apparel. At the same time, another of Warner Bros’ leading franchises, Friends, has been subject to similar demand.

Annina Vettermann, licensing success manager at Spread Group, said: “We have been very surprised and pleased by the huge demand for women’s hoodies for both of these Warner Bros. brands. We think this is a gap in the market and fans have been happy to find merch they want to wear at Spread Group.”

Spread Group’s bestselling Harry Potter design is a gold Hogwarts coat of arms. This is closely followed by individual House hoodies. The most popular is Harry’s own Gryffindor (accounting for 40 per cent of sales). Hufflepuff and Ravenclaw are vying for second place (22 per cent and 21 per cent respectively) and those ambitious Slytherins are not far behind either, on 17 per cent.

Meanwhile, the revival of 90s TV hit Friends has seen a rise in demand for its classic brand and images of the Central Perk gang. At Spread Group, sales of tote bags, hoodies and t-shirts have risen for both men and women.

Vettermann added: “2020 has been a difficult year for everyone, but we were delighted to see UK consumers being creative and taking advantage of these newly licensed designs. The strategic partnership has created exceptional results for the Spread Group and Warner Bros. partnership.”

Spread Group currently offers 14 Warner Bros. licenses, including Batman, Wonder Woman, Tom & Jerry, Looney Tunes and Superman, in a wide range of products, colours and designs.

The Spread Group side of the partnership covers design, marketing and production, a presence on the Spreadshirt marketplace, Amazon and eBay. This licensing deal made Warner Bros. one of Spread Group’s largest partners. Its consumers can now access over 1,500 Warner designs on the Spreadshirt marketplaces in the UK, USA, Canada and Australia as well as over 1,000 item positions on Amazon.com.

Warner Bros. Consumer Products appoints Samantha Bushy as VP of North America and head of eCommerce

Warner Bros. Consumer Products has appointed the eCommerce veteran, Samantha Bushy to the role of vice president of North America and head of eCommerce.

The move comes as Pam Lifford, president of Warner Bros. Global Brands and Experiences details the company’s strategic vision of strengthening its direct to consumer and commerce abilities. Through the appointment of Bushy, the firm will “leverage her vast experience” and the insight, expertise, and leadership that she brings with her to the role.

Bushy will be responsible for the overall strategic direction, growth, and development, consumer and category strategy, and retail and licensee relationship management for WB’s Consumer Products unit in the US and Canada. In addition, she will be the lead executive on e-commerce initiatives globally.

Before joining Warner Bros. Bushy was head of eCommerce, global marketplaces with Apple Inc where she was responsible for driving eCommerce business strategy and establishing differentiated customer experience for its global marketplace business on Amazon.

Bushy has also worked in global business planning and strategy roles at Nike, Pacific Gas and Electric, as well as managed client services and corporate sponsorships for the New England Patriots.

Bushy’s appointment is effective immediately.

Boohoo buys Debenhams brand and website – but no rescue of high street stores or workforce

The online fashion giant, Boohoo has bought the Debenhams brand in a £55 million deal that will not include rescuing the retail chain’s physical stores or its workforce.

Instead, Boohoo plans to “rebuild and relaunch the Debenhams platform” as it continues in its ambitions to lead the fashion ecommerce market, while growing into new categories such as beauty, sport, and homeware.

The brand has even hinted at taking on the likes of Amazon in the ‘creation of the UK’s largest marketplace’ across the sectors, as it expands the range of products sold via Debenhams marketplace by maintaining current third party relationships and expanding further.

The deal does not include the rescue of Debenhams’ remaining stores, which, according to those close to the topic, are now likely to be broken up and sold to the likes of Mike Ashley’s Frasers Group.

The announcement brings an end to Debenhams’ high street brand, a position it has held since 1778.

Debenhams has around 300 million website visits a year, making it a top ten UK online retailer. It’s this strength that Boohoo will now build a relaunch from.

Boohoo chief executive, John Lyttle, said: “The acquisition of the Debenhams brand is an important development for the group, as we seek to capture incremental growth opportunities arising from the accelerating shift to online retail.”

Founder and executive chairman, Mahmud Kamani, added: Our acquisition of the Debenhams brand is strategically significant as it represents a huge step which accelerates our ambition to be a leader, not just in fashion eCommerce, but in new categories, including beauty, sport, and homeware.”

Debenhams had already announces significant job losses and the permanent close of six stores, including its flagship outlet on London’s Oxford Street.

Acamar Films ‘fortifies direct to consumer relationships’ with first Bing ecommerce store launch

Acamar Films has launched its first e-commerce store its multi award-winning pre-school series, Bing, in a keen move to fortify the company’s direct to consumer relationships.

Developed in partnership with Event Merchandising, a specialist in managing and building licensed e-commerce stores, the new online retail hub is a one-stop-shop for all things Bing and is initially launching in the UK.

The Bing Store range includes new and exclusive personalised product across apparel, gifts and homeware categories, alongside a selection of toys, books, dress up, clothing and party accessories from existing licensing partners. Seasonal lines will be added to the store to delight returning visitors.

Acamar Films has recognised both the importance and value of effective e-commerce, particularly following this year’s unprecedented events, and has focused on digital development to meet the significant appetite for Bing.

Louise Simmonds, head of UK licensing and merchandising at Acamar Films, said: “It is hugely exciting to see The Bing Store launch in the UK where grown-ups and Bingsters can find Bing product all in one place. The development and launch of our new e-commerce site demonstrates our deep commitment to digital growth and the importance of having a direct dialogue with our audience.”

Acamar Films strategically launched The Bing Store ahead of Christmas to leverage the peak trading period. According to the firm, early results have been impressive with thousands of fans visiting the store in the opening week, demonstrating that this timely release is the perfect way for Bingsters to celebrate this festive season with Team Bing.