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Brandgenuity to Drive Global Licensing Program for BMW

brandgenuity_logoBrandgenuity will expand and manage the global licensing program for the BMW Group. The BMW Group currently has a worldwide consumer products program that offers high-quality products to its consumers across categories including apparel, collectibles, video games, watches, and fashion accessories. Puma is the flagship global apparel partner, and retail licensee Ports manages the BMW Group mono-branded stores in China.

Brandgenuity will add offices in Munich and Hong Kong to accelerate and grow the program worldwide. The agency will also manage and extend the existing program in toys, diecast, and collectibles for the BMW and Mini brands.Brandgenuity will begin managing the program this month.

Brandgenuity plans to expand licensing in Europe, North America, Korea, Japan, and the Middle East. Key categories for growth include lifestyle apparel and accessories, additional mono branded experience stores, and co-branded products. The agency will look for partners to create inspired designs.

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Category: Apparel, Fashion Licensing, Lifestyle

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