“People want distinctive and personal looks for what they have in their houses,” states Pink Key Licensing’s managing director Richard Pink, exhibiting at the online Festival of Licensing (from October 6). “Tastes have changed and people are getting more design-led.”
He continues: “Not so long ago having a brand on your housewares (whether it was an entertainment brand, vintage, food or any other) might have been perceived as having an element of ‘promotion’ about it. This has changed; the creative use of assets has seen beautiful designs made out of logos and visuals from many brands, which has lifted them into the realm of ‘art’, and this lends itself beautifully to this category.”
Richard reflects on two reasons for housewares’ strong performance during lockdown: “Firstly, the availability of product – many fashion stores have been closed but housewares have been available in stores that remained open during lockdown. Plus, they are a safer ‘buy’ online as they don’t have issues surrounding ’sizing’ that you have when buying clothes. Secondly, in these weird times, people have felt the need to fall back on things they trust and feel comfortable with. In this environment nostalgia will always do well as it gives people reassurance.”
Pink Key has developed licensing programmes for a wide range of brands including Vintage Kelloggs (developed into successful housewares ranges by Portmeirion and Kimm and Miller).
Richard expressed enthusiasm for next week’s virtual forum, stating: “With no BLE this year the Festival of Licensing is essential for us a business as it is effectively the only forum we will have to engage with potential new licensees and retailers. Our objective for the trade fair is always the same – to deliver new business opportunities. We meet and talk to our existing licensees regularly, but this forum is the place we go to meet manufacturers and retailers who are looking for brands for the next year who we’ve not previously had a chance to talk to.”
When asked how he feels about the event being virtual, Richard noted that (even though face to face is best) “everyone is more used to virtual platforms, so it won’t be a problem!
For more information or to register for Festival of Licensing, with week 1 (Europe) starting next week, on October 6, go to www.festivaloflicensing.com.
Top: Part of Kimm and Millers’ range of Vintage Kelloggs tableware.
