B.U.M. “begin a new path” in licensing

The California lifestyle brand that made waves in the 80s and 90s names The Brand Liaison its US licensing agent, targeting partnerships and collaborations in fashion

Written by Rhys Thomas

Posted 01.11.2019 | Apparel

B.U.M. “begin a new path” in licensing thumbnail

B.U.M. Equipment has appointed The Brand Liaison to lead its US licensing efforts, marking the first time the California lifestyle brand has brought in outside experts for brand extension.

Started in a Seattle garage in 1986, B.U.M. Equipment was a staple of the 80s, 90s and 00s, achieving more than $2 billion in worldwide sales. Now, says B.U.M. Equipment Chairman Stephen Wayne, the brand is poised for a resurgence through licensing.

“Today, we begin a new path through the appointment of The Brand Liaison to act as our licensing agent for our domestic markets,” says Stephen. “It is the first time that B.U.M. has gone outside for representation with regards to licensing opportunities. In the past two years, B.U.M has signed several significant new licensing deals, bringing passion and a fresh perspective to the iconic lifestyle brand.

“The company also introduced its first e-commerce website earlier this month, which came as a result of the successful launch of its junior collection sold exclusively at Forever 21 and a young men’s capsule which was offered at Urban Outfitters. The addition of The Brand Liaison will bring a cohesive approach to expanding our Licensing Platform through their professional team.”


“We are witnessing a tremendous market trend involving the revival of iconic brands” says Steven Heller, president of Brand Liaison. “Maybe it’s consumers are harping back to easier, more harmonious times. But it’s much more than that, because we are seeing the younger generations that didn’t live through these brands embracing iconic brands.”

The Brand Liaison is currently seeking potential licensing partners and retailers across multiple categories with a focus on sportswear and activewear, footwear, loungewear, backpacks and other accessories. The agent will also seek unique collaborations and retail programs with a multi-tier strategy.


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