Vespa will scoot over to new categories next year with licensing deals for items ranging from apparel and accessories to watches and kitchen appliances.
The company is focusing on apparel, accessories and kitchen appliances like possibly an espresso maker first. Products are expected to hit stores in late 2008 and will target mid-tier and higher-end retailers.
The licensing program is part of Vespa’s strategy to overcome two marketing challenges in the U.S. Licensing will promote and grow the Vespa brand as a leader in the scooter industry.