Sogar so weit, dass man für Febreze eine Markenlizenz im eigenen Stammgeschäft, Reinigungsmittel, vergibt.
Home Care Industries wird in Lizenz Haushaltsreiniger unter der Marke Febreze produzieren und vertreiben. Es geht um Reiniger für Teppiche und Teppichböden, sowie Polstermöbel.
Zunächst wollte Dona Karan alles immer selber entwerfen und vertreiben. Das scheiterte, wie der Börsengang nach Kurzem. Dann übernahm LVMH die Marke und ließ Ruhe einkehren.
Donna Karan International vergab nun an Lenox eine Lizenz für Geschirr und Geschenkartikel. Markteinführung ist Herbst 2011 in den USA und einigen anderen Märkten.
Umfassen soll die Kollektion Geschirr, Keramik, Glas, Besteck und Geschenkartikel, also klassisch GPKG.
Die EV-Preise sollen zwischen $25 und $3.000 liegen.
The number of trademark applications in Germany is rising again. After a drop in 2009 the new applications during the first half of 2010 are up by 22%.
Growing industries are jewelry, automotive, hygiene, cosmetics. Apparel, toys, sport, medical and telecommunication are on the rise as well.
Very far, as far as signing a brand license for cleaning products, one of its own product categories.
Home Care Industries has signed on to produce a cleaning solutions line for Procter & Gamble’s Febreze brand.
The range will include carpet, rug and upholstery cleaning solution.
Early on, Donna Karan wanted to design and market everything herself. That failed, like the IPO and the brand was acquired by LVMH. They took the brand back to its roots and had quite a tough time.
Now Donna Karan has licensed Lenox to launch a tabletop and gift-ware collection. In fall 2011 product will be available in the U.S. and international markets.
The line will include porcelain and stoneware dinnerware, serving pieces, crystal glassware and flatware, as well as giftware produced from glass, metal, ceramic and wood.
Prices will range from $25 to $3,000 at retail.
