Brands In makes Friends with New Look

Licensed fashion specialist branches out into accessories with Friends and Riverdale collections exclusively at retailer New Look

Written by Rhys Thomas

Posted 06.12.2019 | Apparel

Brands In makes Friends with New Look thumbnail

Licensed fashion specialist Brands In has broadened its category offering by expanding into the accessories market with a debut range of Friends and Riverdale lines.

The company has initially unveiled its new lines, showcasing two Warner Bros. key properties, exclusively at fashion retailer New Look.

The ranges across both brands includes phone cases, water bottles, hot cups, coffee mugs, pencil cases and tote bags.

The designs have been developed by Brands In’s own in-house creative team, and co-ordinate with the highly popular licensed Friends and Riverdale jersey apparel ranges, which has sold at New Look through consistently during 2019.

Faye Walton, Head of Buying, Accessories & Lifestyle, at New Look says: “Following the success of licenses on jersey styles at New Look, we saw an opportunity to use the same licenses on lifestyle products.

“Brands In were the obvious choice to enable us to action this quickly with the added advantage of being able to use our own trusted specialist supply base. With speed to market being essential in this competitive market place we’ve been able to successfully source and retail licensed drinks bottles, canvas bags, phone cases and other items from short lead-time suppliers with the support and efficient approval process Brands In have provided for us.

“The team at Brands In have been instrumental in enabling the buying teams to deliver growth on the areas we’d specified. For the season ahead we are looking to expand our accessories licensed ranges and look forward to building on the achievements we have already experienced with Brands In.”

Both ranges of accessories are now on sale in New Look stores across the UK.


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