Category: general

Borgward announced its comeback, again.

At Automobilsalon in Geneva the revival of Borgward was announced. A portfolio of new Borgward cars should be introduced gradually within the next years. The first car is supposed to be shown at IAA in Frankfurt.

The list of former German car brands is long:

https://en.wikipedia.org/wiki/List_of_automobile_manufacturers_of_Germany#Former_manufacturers.

The number of successful revivals is low. Bugatti was revived by Volkswagen. Whether this is economically successful can be questioned, similar to the Phaeton. Mini Cooper cars were still on the streets, when BMW launched the new model. Maybach was a failure.

All car barnds are fighting a shrinking number of new drivers and the decreasing importance of automobiles in general. A shrinking market and sinking importance of cars as a prestige product are not a great environment for brand revivals.

Laura Ashley hat eine Lizenz für Teppiche vergeben, Teil ihres Markenursprungs, HeimTex.

Der Lizenznehmer ist Creative Home Ideas.

Jil Sander hatte ursprünglich einen Lizenzvertrag mit Marchon. Nun hat man mit Rodenstock eine neue weltweiter Lizenz bekannt gegeben. Rodenstock wird Sonnenbrillen und Korrektur-Brillen entwickeln, herstellen und vertreiben. Beide Kollektionen sollen im Mai auf den Markt kommen.

Rodenstock hat eine wechselhafte Geschichte mit Marken-Lizenzen. Zunächst waren diese alle in der Nigura gebündelt, inklusive Top-Marken wie Reebock. Dann gab man alle Lizenz-Aktivitäten auf, um sich auf Rodenstock zu konzentrieren.

 

Laura Ashley has signed a brand license for rugs, part of its roots, home textiles.

The licensee is Creative Home Ideas.

Jil Sander had an eyewear license with Marchon. Now it has signed with Rodenstock a global brand license. Rodenstock will design, manufacture and distribute sunglasses and corrective glasses. Both lines will be available in May.

German fashion brand Jil Sander and the Rodenstock Group have announced a strategic licensing alliance to create Jil Sander men’s and women’s eyewear, starting with the 2015 collection.

Years ago Rodenstock had a subsidiary for its licensed business, Nigura, which included many top brands like Reebok. Then it dropped all licensed business.