Expanding the Peugeot Brand

Legacy, Innovation and Global Resonance

Felipe Noriega, VP & Regional Director, EMEA, Licensing Matters Global tells us why now is the perfect time to kickstart the worldwide program for Peugeot

Why is now a good time to launch the Peugeot global licensing program?

The Peugeot brand celebrated its 210th anniversary at the end of last year. In recent years it has conquered millions of new loyal customers beyond the automotive sector via its two existing licensed product verticals: Tableware and DIY Tools. Time is ripe to take the next step in the expansion of this beloved, iconic French brand, and expand its footprint into new product categories where Peugeot’s legacy and attributes will add tangible value to the consumer proposition.

Can you give us a brief outline of the history of Peugeot?

The Peugeot adventure began 210 years ago, in 1810, in the valleys of FrancheComté, France. Over the years, the company’s inventions, ranging from ground-breaking saw blades to the first petrol-powered automobiles, via stylish table mills and household equipment, have made Peugeot a famous family brand that knows no borders. Peugeot has always been a multi-universe brand. Today, this global licensing program led by Licensing Matters Global is the natural evolution in propagating the Peugeot experience around the world.

And has licensing ever been done with the brand on a wide scale before?

Yes, Peugeot has two ongoing successful, large scale licensing programs: the first one is Peugeot Tableware (‘Instruments of Taste’), which encompasses pepper mills, salt mills, coffee mills, cutlery, glassware, bakeware and kitchen knives; and the second one is the DIY Electric Tools range (‘Creative Energy’). We plan to build upon the success of these two pillars to expand into multiple new product verticals.

What are the initial plans for the program?

The program will begin in Europe. Peugeot’s strong brand resonance across Europe provides the initial revenue opportunity. North America, China, the rest of Asia and Latin America will follow.

And do you have licensees signed already?

We just kickstarted this global program, after spending 5 months developing a strategic action plan in close coordination with the Peugeot Family Group. We are already having in-depth discussions with selected licensees and the objective is to launch the first products globally in 2022.

Which areas are you looking to branch into – and what do you look for in a potential licensing partner?

We seek partners that share common values with the Peugeot Family Group. We try and find creators who can inject a healthy dose of technical ingenuity into products designed with a sense of timeless elegance and evoke the sensory-emotional appeal that Peugeot’s products arouse in consumers. Peugeot constantly strives to improve the daily life of consumers. We aim to do have this impact in product categories such as Toys, Garden Power Tools, Major Electric Appliances, Travel Accessories and Fashion, among others.

Are there any ‘left-field’ areas that you are looking at?

We will pursue product categories that may not be very common in automotive brand licensing programs –and this is precisely because the Peugeot brand is so much more than an automotive brand. Peugeot’s multicategory heritage leads us to seek, for example, partners in Sports Equipment and in Camping Equipment. Why Sports Equipment? Because high performance, speed, precision and endurance all run in the Peugeot brand’s DNA and are embodied in the Peugeot Lion emblem. Peugeot’s relentless strive to be best in class underpins the brand’s foray into the world of Sports Equipment. Why Camping Equipment? Because of Peugeot’s expertise in creating sturdy products that can withstand the inclemency of nature, while bringing friends and family together in harmony with nature. Nothing we are doing is gratuitous, it is founded in the brand’s DNA. But some of our plans may seem left-field at first sight.

Peugeot is globally renowned – do you think that the long history and trusted name makes it ideal to branch into licensing with similar trusted partners?

What’s past is prologue, wrote Shakespeare. And in this case, it is very much the 210 years of Peugeot’s relentless multi-category innovation that animate the foundation of a credible, viable, multi-category, long term licensing program. We believe the world needs more Peugeot products! Or, put another way, likeminded, trustworthy creators of amazing products need the Peugeot brand to bring their products to life in the market. At Licensing Matters Global we are tremendously excited to be part of this creative adventure!