The award-winning branding agency The Wildflower Group has been tasked with building the National Gallery Company’s retail presence across North America.
The multi-tiered strategy to take on the US market will include both an e-commerce destination for the brand and a comprehensive brick and mortar retail programme.
Kickstarting later this year, the Wildflower Group will seek licensees across categories such as home decor, stationery, gift, publishing, fashion and accessories.
The National Gallery Company’s entry into the North American market is just one part of its wider global licensing plan. Internationally, the brand is looking at increasing awareness of both the Gallery and its merchandise.
The National Gallery’s collection has over 2,300 paintings including works by Vincent Van Gogh, Monet, Velazquez, Raphael, Turner and Cezanne. It is among the top ten most visited museums in the world with over five million annual visitors and around one million followers on social media platforms.
Judith Mather, buying and brand licensing director of the National Gallery Company, said: “I am delighted to be working with the Wildflower Group as our licensing agency in the US, basd in New York.
“The National Gallery Company is excited by the online and brick and mortar opportunities in this region. THis is part of our strategic ambition to grow the National Gallery brand internationally.”
Michael Carlisle, founder and principal of The Wildflower Group, added: “We are thrilled to b working with the National Gallery on licensing their extensive collection of proprietary masterpiece.
“The National Gallery offers a unique heritage brand with deep assets an priceless authenticity.”
The wildflower Group will be working with National Gallery Company’s appointed UK licensing agent, JELC to develop the National Gallery licensing programme in the US.