National Geographic and Rikushet announce new outdoor collection
National Geographic has announced a new direct-to-retail license with Israel’s leading outdoor retailer Rikushet, as part of the group’s revitalised consumer products and licensing strategy within Europe and Africa.
The multi-year agreement, brokered by IMG, will see Rikushet develop a range of National Geographic-branded outdoor products, which will be available in the retailer’s 55 Israel stores and online from the beginning of 2018.
Rikushet’s National Geographic collection will consist of men’s and women’s apparel and accessories including down jackets, hats, gloves, trousers, vests and t-shirts; travel accessories including neck pillows, eye masks and TSA locks; and equipment including tents, sleeping bags, hiking poles and thermos flasks.
“At National Geographic, we are leveraging the full power of our portfolio to transform our world renowned journalism and visual storytelling into meaningful experiences and products to empower explorers of all ages,” said Maria Maranesi, VP Consumer Products & Experiences, National Geographic Europe & Africa. “As we begin to implement our new consumer products strategy throughout the region, we share Rikushet’s drive for premium quality products and we are excited to create this new product range that will help to inspire the curious explorers in all of us.”
Dudi Mantin, Director, Rikushet, said: “We are very happy to partner with National Geographic, brand leader in adventure storytelling and exploration. We are proud to launch this range and product collection in Israel.”
Natalie Horne, Senior Licensing Director, IMG, said: “This new deal with Rikushet highlights National Geographic’s ever-growing global influence and popularity. We are delighted to be expanding the brand into Israel with this new outdoor collection that underpins National Geographic’s values and dedication to real-life exploration, adventure and discovery.”
National Geographic touches millions of consumers of every age, in 172 countries, every single month across the full media portfolio. Over a quarter of proceeds made by National Geographic, is returned to the non-profit National Geographic Society to fund work in the areas of science, exploration, conservation, and education. This unique partnership creates a virtuous cycle of storytelling and exploration that inspires people to act, enlightens their perspective, and often provides the spark to new ideas and innovation.
Rikushet, which was established in 1993, has more than 50 stores in Israel specialising in outdoor products for travel, backpacking, hiking, soldiers and holidaymakers.