HAMILTON BEACH/PROCTOR-SILEX, INC. SIGNS EXCLUSIVE BRAND EXTENSION PARTNERSHIP

LOS ANGELES, Calif. — Hamilton Beach/Proctor-Silex, Inc. (HBPS) signed an exclusive representation agreement with Brand Sense Partners, LLC (BSP), an integrated brand extension and business development firm. The long-term deal is built around launching a fully integrated strategic brand extension program that will encompass a broad array of high quality household appliance products.
HBPS currently sells over 35 million kitchen appliances annually based on innovative designs and a strong value proposition for consumers. The Brand Sense partnership will work to extend the company’s brand franchise into other compatible categories where the HBPS brand adds value and the products will be sold through both new and existing distribution channels.
The BSP agreement is a reflection of a new move in the licensing world to go beyond the “logo slapping mentality often used purely to achieve a low cost added revenue source. This limited approach has dogged the licensing industry for years,” said Robert Hollander, President of Brand Sense Partners. “We are working hand in hand with the HBPS marketing team to help them fully engage their brand in consumers’ lifestyles and build on the important emotional connections consumers have with their name.”
Hamilton Beach and Proctor Silex are already well positioned with consumers as high quality products that are affordable for the average household. “Today’s consumer has come to expect better quality per dollar spent, “ said Hollander. “We are looking for licensee partnerships that first reflect the unique HBPS brand promise and then meet the consumer’s expectations by delivering greater value than competing brands in the category.” Confirmed by consumer testing, Hollander indicated that consumers will embrace the HBPS name across other household categories.
“Brand Sense Partner’s unique ability to combine licensing strategy with overall brand strategy is sure to play an important role in the success of HBPS’s brand extension effort,” said Hank Wood, Director of Strategic Business Development for HBPS. “We believe their strategic thinking and execution capabilities will be the catalyst for an excellent brand extension program.”
Companies interested in partnership opportunities with the Hamilton Beach/Proctor-Silex brands should contact Austin Katz, Director of Business Development at Brand Sense Partners, at 310-867-7203.