Ahead of its flagship racing festival, Royal Ascot, Ascot Racecourse has got under its wings five new licensing partners like Links of London, Christy, Christys’ Hats, Milly Green and Oliver Brown.
IMG, Ascot Racecourse’s licensing agent, brokered the deals.
Taking of the first, Links of London has entered a multi-year agreement to introduce a collection of charms, bracelets, earrings, necklaces, cufflinks, hat pins and gifts.
Secondly, Christys’ Hats will bring in a line of panamas, felts and flat caps for men and women. Oliver Brown has also signed on in the apparel category and will release a range of top hats, waistcoats, formal shirts, silk ties, cashmere socks, braces and pocket squares.
In the homewares category, Christy will introduce a series of towels, picnic blankets, seat pads, napkins, table cloths and bath robes.
And lastly, Milly Green has been asked to provide a collection of food gifts including embossed tins of biscuits, tins of travel sweets, cylinders of biscuits, sachets of fudge, chocolate bars, caddies of tea and sets of count teas.
“Our strategy has focused on targeting the very best brands, and we are thrilled to have signed five iconic licensees, each synonymous with long-standing British heritage and superior quality products,” says Gabrielle Sims, licensing director, IMG.
“We look forward to the launch of these diverse, timelessly elegant Ascot and Royal Ascot-inspired collections, which can be enjoyed all year round for any occasion,” she added.
The new collections will be released this May in licensees’ standalone, concession and web stores as well as in high street retailers. The merchandise will also be available in Ascot’s new on-site retail stores, which will be managed by IMG.