Volkswagen to debut $280M licensing programme at Brand Licensing Europe
Volkswagen Zubehoer and IMG have grown Volkswagen’s licensing programme in just over three years to retail sales of over $280M, spread across more than 170 licenses worldwide. The exclusive global representation covers all of the Volkswagen brands, but has focused to date on the history, design features and personality of the iconic Beetle, Camper Van and Golf GTI. In the next three years growth is expected from existing licensees and new signings in categories such as apparel, accessories, bikes, luggage, watches, eyewear, furniture, camping and outdoor, consumer electronics, along with location-based projects such as holiday parks, cafes and diners.
The company is exhibiting at BLE to grow the global retail footprint by investing in DTRs and co-branding initiatives with retailers and brands which are a suitable fit.
Birgit Weigel, Head of Lifestyle and Licensing at VW AG, said: “We are proud to be at BLE for the first time this year, with a remarkable booth in the centre of the Brands & Lifestyle zone. For us to participate, means that we are showing the licensing world that we are prepared and open to grow the VW licensing programme further. You can do global business with the VW properties.”
The Brands & Lifestyle zone was launched three years ago to showcase iconic automotive, corporate, lifestyle, fashion, heritage, sports, charity, celebrity and FMCG brands. It now occupies over 25% of the total floor space and features its own educational theatre dedicated purely to the licensing of brands.
BLE Event Director, Darren Brechin added: “The VW licensing programme is an impressive success story with phenomenal growth in a short space of time. We are thrilled that VW has chosen BLE to make its licensing event debut to expand the programme further. The stand is the biggest yet in the Brands & Lifestyle zone’s three year history, and will form a visually striking focal point for visitors.”