102-103 Brandgenuity.qxp_NEW LSB 2008 GRID 02/05/2017 15:19 Page 102
Face to Face: Brandgenuity
Brandgenuity made the leap across the pond to Europe back in 2015, but now expansion plans are spreading around the world. With luxury car brand BMW recently appointing the company for worldwide representation, european managing director Teri Niadna explains why her foot is firmly on the accelerator for strategic development.
Driving Forwards
Inset: Gas Monkey Garage appeals to both petrol heads and those that just like the authentic feel of the artwork.
F
ounded in 2003 by four industry, execs, categories from apparel and collectibles to video Brandgenuity now represents a wide range games, watches and fashion accessories. Puma is of clients, including CPG and corporate the flagship global apparel partner, while retail trademarks, entertainment properties, and passion, licensee Ports is responsible for the BMW Group authority, and lifestyle brands. In 2015, the mono-branded stores in China. US-based company expanded into Europe to “We intend to create a consistent approach Below: The new Hawaiian provide a global solution for its clients. across all categories for BMW,” Tropic fragrance. The partners approached Teri Niadna, whom explains Teri. “We are interested in the partners had known for more than creating a true lifestyle brand and 15 years, to launch Brandgenuity are keen to expand the apparel Europe. For two decades, Teri has and accessories sector, worked in licensing, both as an agent potentially through coand a client, and most recently, she branding opportunities. BMW led the much-revered NFL has the characteristics of a international licensing effort. lifestyle brand. After all, when Initially, Brandgenuity Europe you think about the brand it took on the brands from its US immediately conjures up counterpart, including Hawaiian strong positive emotions and Tropic, Viacom and Gas Monkey that’s the first criterion that you need.” Garage. More recently, the agency She continues: “If you look the fragrance began with the NFL Players category there are lots of good examples of how Association. And now, in what will automotive brands have had success, and I know definitely be a seminal moment for that there are plenty of opportunities such as in the company, Brandgenuity has eyewear, electronics, sports equipment (playing to announced that it will expand the performance angle) and even building a fastand manage the global fashion programme around the heritage marks licensing programme for the with mainstream retailers.” Teri anticipates that BMW Group. with the exception of fast-fashion, product will hit The BMW Group already the market in late 2018 to early 2019. has a worldwide consumer Brandgenuity plans to grow BMW's licensing products programme that activity in Europe, North America, Korea, Japan offers high-quality products and the Middle East. In addition to lifestyle and to its consumers accessories, the company also intends to expand with additional mono-branded experience stores Above: Teri Niadna. across many
102
LICENSING SOURCE BOOK EUROPE 2017