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Peugeot Frères Industrie and Licensing Matters Global launch worldwide licensing partnership

Published: 19 January 2021 - Neil Mead

Licensing Matters Global (LMG), a London-based, leading global licensing agency, has announced a long-term partnership with Paris-based Peugeot Frères Industrie, a Peugeot Family Group subsidiary in charge of the continued expansion of the Peugeot brand in various sectors outside of the automotive industry. Under the agreement, LMG will help extend the iconic Peugeot brand into new categories via strategic licensing and retail efforts.

“We are looking forward to working with LMG to expand our global consumer product offering,” says Christian Peugeot, CEO, Peugeot Frères Industrie. “Gifted with 210 years of entrepreneurial spirit, Peugeot constantly enriches its expertise to create objects and experiences that facilitate everyday life. We believe LMG is the right partner to tailor a program that will instil the Peugeot DNA in new product verticals.”

“We’re honoured to be given the opportunity to support Peugeot Frères Industrie’s ambition,” says Michael Kwan, CEO, LMG. “Throughout its history, Peugeot’s inventions –ranging from ground-breaking saw blades to first automobiles, via stylish table mills and robust DIY equipment– have embodied relentless technical ingenuity, timeless elegance and a family spirit,” adds Felipe Noriega, Vice President EMEA, LMG. “We are eager to help expand the legacy of this world-famous brand, through licensing, into objects and experiences that deliver those core brand attributes to consumers”.

The partnership begins in January 2021. LMG are currently seeking partner licensees in selected product categories such as Toys, Garden Power Tools, Camping Equipment, Major Electric Appliances, Sports Equipment, Travel Accessories and Fashion, among others.

About Peugeot Frères Industrie

Peugeot Frères Industrie is a 100% subsidiary of Etablissements Peugeot Frères, the head holding company of the Peugeot Family Group. Through its own subsidiaries, equity interests, licenses and projects, Peugeot Frères Industrie leads the development of the Peugeot brand in various sectors, expanding a collection of ingenious products of the highest standard that facilitate everyday life.

About Licensing Matters Global

Licensing Matters is a global, full-service, boutique licensing agency that works with brands to help unlock their latent equity, deepen their relationships with consumers and expand their footprint into brand new market sectors. LMG’s client roster includes Shell, KFC, European Space Agency, BuzzFeed, Harvard and Yale.



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