The Point.1888 has signed a brand representation agreement with designer I like Birds to create the first range of products for the growing bird watching market.
The hobby to go birding has grown exponentially in recent years, with around 10 per cent of the UK estimated to be enthusiasts – more than the five million footy fans across the country.
Having seen the resurgence of the birdwatching trend, I like Birds wanted to build on the momentum by expanding its product range to appeal to emerging ‘enthusiast’ and ‘casual’ birder groups – those who enjoy the pursuit as part of wider outdoor activities, hiking and travelling.
Despite already having experience in brand licensing, it chose The Point. 1888 as its new strategic partner to build on its success and bring some new ideas to the table.
Stuart Cox, Founder of I like Birds, explains: “Will Stewart has assembled a team of legends (who are also fortunately amazingly talented and amazingly friendly and positive) and I've wanted to work with him since the first time I met him at BLE.
“In terms of business, any company that can amass the stellar line-up of clients that The Point.1888 has has to be doing something right and, having spoken at length with Will - another of his positive attributes is the willingness to chat through the finer details of licensing - his approach is both a game changer and highly effective.
“I'm chuffed to working with them and look forward to a long and extremely pointy future in their capable hands.”
Initiatives from the RSPB, The Wildlife Trusts and The Wildfowl and Wetland Trust has promoted birdwatching and made it far more accessible to families and young people. Twitchers, the stereotypical, generally male birders who invest in specialist equipment, now only account for roughly 10 per cent of those who enjoy the hobby. It leaves an enormous audience of causal and enthusiast birders, which presents huge retail opportunities.
“Our retail-first model ensures that we’re bringing to market products that retailers and their customers want but this only works as long as we identify the right opportunities. With I like Birds, the birding market is ours, and myself and the team cannot wait to get started,” says Bethan Garton, Commercial Director at The Point.1888.