Beanstalk builds DIY brands’ programmes

Trio of new deals for Black+Decker and planned expansion of Craftsmen into 40 categories by the end of 2019

Written by Rhys Thomas

Posted 28.05.2019 | Lifestyle

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Beanstalk is building out the licensing programmes for some of the world’s best-known home improvement brands with a host of new partnerships for Black+Decker and Craftsman.

Black+Decker has signed three new partnerships with Wiesner Products, Vanderbilt Home and CYA Trading to extend its existing portfolio of products.

Two lifestyle ranges will come from Wiesner Products, extending the brand in cookware and bakeware, and a range of laundry and bath organisation and manual cleaning supplies from Vanderbilt Home. CYA Trading will develop a line of Black+Decker-branded pest control products.

The new Black+Decker product lines will launch summer 2019, primarily in North America and in select international territories. The products will be available at retailers such as Walmart, Home Depot and online from Amazon and Wayfair.

For Craftsman, a recent addition to the Stanley Black and Decker family, the Beanstalk team are building on 2018’s relaunch with a number of new as-yet-unknown launches for 2019, though Todd Snellenburg, Vice President of Licensing at Stanley Black & Decker says the number will swell to 40 unique lines by year’s end.

“With a focus on speed, collaboration and a seamless user experience between our Craftsman core and licensed products, we were able to commercialise 25 Craftsman licensed categories in 2018,” he says. “Retail sales have been strong, and we have plans to expand our Craftsman licensing program to more than 40 categories by the end of 2019.”

“Re-establishing Craftsman’s longstanding reputation with both core and new consumers through fresh and innovative products has been one of the most exciting brand relaunches of 2018 and we are looking forward to what’s in store for 2019,” adds Beanstalk’s President and CEO Allison Ames.


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