The branded housewares market is buoyant, creative and consumer focused. So, say the brand owners, licensing agents and manufacturers working in it.
With Brand Licensing Europe around the corner, we spoke to key players from the licensing industry to find out what trends are driving the sector and what brands you can expect to see at the show, which takes place 4-6 October at ExCeL, London.
Richard Pink, md of Pink Key Licensing, believes the pandemic continues to influence the market: “There is a continuation of consumers reassessing their homes and prioritising these in future spending. The UK has seen a windfall of home extensions, kitchen and bathroom renovations and garden makeovers. Any increase in these big projects has a knock-on effect on lower-ticket sectors, such as tableware and kitchen accessories, as consumers dress and complement these new spaces.”
As a result, he says: “Trend-driven, fashion-forward housewares are on the rise – appealing to those who see the style of their home as an extension of their fashion style.”
Fellow licensing agent, Ian Downes, director of Start Licensing, which celebrates its 20th anniversary this year, believes housewares is being driven by a desire for authenticity and value for money.
“We have definitely seen growing interest in our client [Great British Bake Off winner] Nadiya Hussain. We are working with Prestige on her housewares range, which includes cookware, and State of Bliss for ceramics. Our feeling is that consumers are looking for licensed products that are authentic and that they can trust. Nadiya is a personality that consumers relate to and believe in, and the Prestige range was developed with her direct ‘hands on’ involvement. Consumers expect that these days.”
As we enter 2024, Ian believes consumers will be: “Even more considered in their purchasing habits. In response, licensing has to challenge itself more around product development, product benefits and value for money.”
As well as Nadiya Hussain, the Start Licensing stand will also be showcasing Aardman Animations’ properties Wallace & Gromit, Shaun the Sheep and Chicken Run 2, plus Asterix, all of which have successful housewares programmes.
Over on the Pink Key stand, visitors can find out more about Kellogg’s: “A brand that lends itself most readily to traditional housewares,” according to Richard, and Kimm and Miller, which has: “Become something of an evergreen.”
Richard is most excited by the Kellogg’s collaboration with Dexam, which launched with a range of six tea towels in 2022, featuring classic adverts and iconic cereal box designs.
“We have since expanded the range to include matching aprons and tote bags and we’re now working with them on a gr-r-r-eat new Frosties pop art inspired design which we’re looking forward to launching before Christmas,” he said.
Pink Key Consulting and Start Licensing are just two of over 200 companies exhibiting thousands upon thousands of licensable brands at Brand Licensing Europe in October; brands that can be applied to branded housewares product including the V&A, Smiley, Electrolux, Masterchef, Care Bears, Hello Kitty, Natural History Museum, Caroline Minkler, Van Gogh and many more.
Registration for BLE is free at www.brandlicensing.eu and the Meetings Platform is open with thousands of meetings already booked. Whether you know exactly who you’d like to meet or are open to discovering new partnerships through our Brand Directory, you are sure to find a brand that will take your product range to the next level. It all starts at BLE.
