Licensing Matters Global (LMG), a London-based 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 programme that will instil the Peugeot DNA in new product verticals.”

Michael Kwan, CEO, LMG, says: “We’re honoured to be given the opportunity to support Peugeot Frères Industrie’s ambition.” 

Felipe Noriega, vice president EMEA, LMG, adds: “Throughout its history, Peugeot’s inventions –ranging from groundbreaking sawblades to first automobiles, via stylish table mills and robust DIY equipment– have embodied relentless technical ingenuity, timeless elegance and a family spirit. 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 began last month. LMG is currently seeking partner licensees in selected product categories such as garden furniture, toys, garden power tools, camping equipment, major electric appliances, sports equipment, travel accessories and fashion, among others.

LMG are now actively seeking partners in garden furniture production – Peugeot aims to be a recognisable brand in the garden furniture sector by 2024, staring in Europe and then progressing into the Americas and Asia. A brand firmly rooted in family values and the outdoors, Peugeot strives to create products that bring people together. Peugeot aims to bestow its 210 years of French heritage and its industrial legacy in the craftsmanship of wood and steel to a range of garden furniture pieces that are responsible sourced, cleverly designed and beautifully crafted.

Peugeot seeks partners in the garden furniture sector who share the brand’s ethos is product development: Choosing durable materials that grant objects a long life, minimising wastage and its impact on the environment; simplifying products, seeking the essential and avoid the superfluous; and embedding technology seamlessly in the design of the object.