Brand Machine Group (BMG), a company specializing in manufacturing and licensing deals, is venturing into a whole new territory: homeware.
The first foray of Brand Machine Group will be with U.S. Polo Assn., launching a collection for the fall season that wholesalers can pick up this summer.
The initial rollout will target European markets, specifically the UK, Ireland, Germany, and Poland. To lead this new homeware division, BMG has appointed Mike Barker as their commercial director. This move signals BMG’s intent to introduce a variety of homeware products from different brands across key regions.
“We’re thrilled to unveil our new Soft Home Division,” said Boo Jalil, BMG’s CEO. “Our experience in brand management, licensing, and delivering high-quality products makes us confident that our homeware line will resonate with global consumers. U.S. Polo Assn.’s rich sporting history and worldwide recognition make it a perfect choice for our inaugural collection, seamlessly extending this iconic brand’s reach.”
The U.S. Polo Assn. collection will boast a range of bed linens, including duvet covers, pillowcases, and sheets, all crafted from luxurious 400-thread count fabrics. They’ll also offer towels, throws for beds and lounging, along with cushions for both purposes. Prices start at $25 for towels, $50 for throws, and $85 for bedding.
Distribution will occur through a mix of existing and new wholesale channels across Europe, along with a dedicated e-commerce platform at https://www.uspoloassn.co.uk/.
“Being on the ground floor of a brand new division is incredibly exciting,” remarked Barker. “What truly appeals to me is working with world-famous brands and figuring out ways to enhance their value. We aim to curate a range that benefits these brands, stands strong on its own, and pushes the boundaries within the homeware industry.”
While U.S. Polo Assn. is the first cab off the rank, BMG boasts an impressive roster of brands including Penfield, New Balance Kids, Duchamp, Jack Wills, Flyers American Born, Lee Kids, Juicy Couture, and Ben Sherman, among others.
Brand Machine Group (BMG) is a company specializing in manufacturing and licensing deals for various brands. They’ve recently launched a new Soft Home Division, venturing into homeware. Their first partner is U.S. Polo Assn., offering luxurious bed linens, throws, and towels for the fall season.
This initial collection targets European markets like the UK and Germany. BMG plans to introduce a variety of homeware products from different brands across key territories, leveraging their expertise in brand management and high-quality product delivery. Mike Barker leads this new division, aiming to curate homeware that elevates existing brands like Penfield, New Balance Kids, and Juicy Couture, while setting new standards in the industry.
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