Yet another brand revival

[:en]The French state rail company, S.N.C.F., has planned a relaunch of Orient Express, but not with a train and/or route.

Instead, merchandising products like luggage, bedding and teas are supposed to bring Orient Express back to life. Already in 2001 S.N.C.F granted a brand license to a hotel group. But that was not a success.

Brand revivals via license have been tried many times. In the travel industry PanAm is an example.[:]