Ascot saddles up with five new licensees

New partners race on board in lead-up to flagship Royal Ascot event

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Posted 29.03.2017 | Events

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Ascot Racecourse has signed five new high-profile licensing deals ahead of its flagship racing festival Royal Ascot.

Brokered by IMG, a cross-category licensee portfolio has been assembled for the 305-year-old racecourse, consisting of renowned British brands: Links of London, Christy, Christys’ Hats, Milly Green and Oliver Brown.

The brands’ new collections, designed to capture the uplifting elegance of Ascot, will be released in mid-May in licensees’ standalone, concession and web stores, as well as in high-end high street retailers. They will also be available for the first time in Ascot’s new on-site retail stores, which will be managed by agent IMG.

Juliet Slot, Commercial Director at Ascot, said: “Fashion, accessories and food are key facets of everyone’s experience at Ascot, and we are sure that high-street shoppers and our guests on race days will be delighted with all of our new collections.”

Award-winning British jewellery brand Links of London is introducing a specially designed collection of charms, bracelets, earrings, necklaces, cufflinks, hat pins and gifts, as part of a multi-year deal. Traditional British hat manufacturer Christys’ Hats will launch a range of panamas, felts and flat caps for men and women. Also in the fashion category, gentlemen’s outfitter Oliver Brown will produce a range of top hats, waistcoats, formal shirts, silk ties, cashmere socks, braces and pocket squares.

In the homeware category, iconic quality towel producer Christy will launch a variety of towels, picnic blankets, seat pads, napkins, table cloths and bath robes. Meanwhile British designer Milly Green is releasing a colourful collection of food gifts, including embossed tins of biscuits, tins of travel sweets, cylinders of biscuits, sachets of fudge, chocolate bars, caddies of tea and sets of count teas.

Gabrielle Sims, Licensing Director, IMG, added: “Our strategy has focused on targeting the very best brands, and we are thrilled to have signed five iconic licensees, each synonymous with long-standing British heritage and superior quality products. We look forward to the launch of these diverse, timelessly elegant Ascot and Royal Ascot-inspired collections, which can be enjoyed all year round for any occasion.”

Ascot’s on-site retail shops will be situated in three different key locations at Royal Ascot in June, with two of the shops remaining in place for seven other race meetings between May and October, including the King George VI Weekend in July and the finale to the British flat season, QIPCO British Champions Day.
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