Krispy Kreme Doughnuts and its Master Agent, Brand Central, have chosen Metrostar to manage its licensing activities in the UK Metrostar began working with Krispy Kreme's UK company at BLE and has already signed four licensees to the programme: Hall & Associates are developing beauty ranges for Boots and other retailers; Kimm & Miller are creating food gift collections; Gibson's are developing puzzles and BCI are creating women's nightwear. The first products will be launched in Autumn 2017.
Krispy Kreme licensing is well-established in the US through Brand Central, who are building an international programme for the brand.
Krispy Kreme UK currently operates 90 stores and has a presence in over 700 cabinets with retail partners such as Tesco and Morrison's. The brand entered the UK market in October 2003 in Harrods and has since opened Hot Light stores in Bristol, Birmingham, Bluewater, Braehead, Edinburgh, Enfield, Gateshead, Leeds, Manchester, Shannon Corner and Peterborough. Krispy Kreme has featured in the Coolbrands® list for the past five years.
Suk Nicholas, Sales Director, Krispy Kreme UK, comments, “Krispy Kreme has gone from strength to strength since its launch in the UK in 2003, and we're excited to be able to offer our customers the chance to experience the brand in other formats as well as through our melt in the mouth doughnuts”
Ross Misher, CEO, Brand Central, comments, “We're thrilled to help Krispy Kreme expand the brand worldwide. Metrostar was the ideal choice in the UK with their expertise in lifestyle merchandise and food and beverage licensing.”
Claire Potter, Managing Director, Metrostar, comments, “We've made a strong start. Krispy Kreme is such a well-managed brand here, there are many high-quality partners keen to work with us. It's exciting to see so many great proposals coming through.”
Posted: 20 March 2017
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