The recent Exclusively Show (August 24-25 Islington Business Design Centre) saw the first fruits of a new licensing partnership between Dexam and The Royal Horticultural Society (RHS): the Home Grown Children’s Collection.
Launching in the autumn, the collection includes children’s backpacks, lunch boxes, eating sets, and aprons. With carrot and apple designs, products include captions such as ‘I am growing every day’, ‘Home harvest’ and ‘Locally grown.’
Not surprisingly, environmental impact is a key focus. The lunch bags, backpacks, and aprons are made from recycled plastic bottles via a process which turns the plastic into a durable and practical fabric. The lunch boxes and child’s eating sets are made from bamboo fibre as bamboo is not only renewable and biodegradable but also grows quickly without fertilisers. Moreover, its natural antibacterial properties make it ideal for holding food.
Bryony Dyer, Dexam’s managing director comments: “Having created a very successful partnership with the Sanderson Design Group with our Scion and Morris & Co licensed products, I approached the RHS at a licensing show to discuss a possible partnership. After a brief conversation it was clear there was a true synergy between our brands. The RHS is the world’s leading gardening charity that inspires a passion for gardening and growing plants, fruit, and vegetables. It was the ideal partnership for Dexam as we inspire to create great value products that make cooking easy and fun, and we are also passionate about using home grown produce and reducing our impact on the environment.”
Looking ahead, Bryony adds: “Our initial launch focuses on a children’s collection. However, it is clear that the projects we have worked on for Scion could also work well for the RHS. We are therefore looking at developing into adult kitchen textiles in early 2022 and hope to add many new categories in the future.”
* Dexam is a finalist in The Excellence in Housewares’ Licensing Award for its Morris & Co Strawberry Thief Collection.
Top: Dexam’s Howard Bradley and Bryony Dyer with the new RHS Home Grown collection at Exclusively.
