SVP Worldwide has appointed Knockout Licensing to manage and expand its licensing program for the iconic sewing brand Singer.
Knockout will explore growth opportunities with existing Singer licensees, which include DYNO Merchandise for sewing notions and NKOK for children’s sewing machines and knitting machines) as well as actively seeking additional licensing partnerships in a range of categories such as crafting, knitting, quilting, fabric care, home tools and appliances.
“SVP is incredibly proud of the heritage Singer brand–its 163-year history, as well as the popularity and strength of the Singer name around the world,” says Katrina Helmkamp, chief executive officer, SVP Worldwide. “While Singer is best known as a sewing machine brand, the brand has become somewhat synonymous with reliability, quality, DIY–attributes that are so relevant to today’s consumers.”
Beyond traditional brand extensions, Knockout also plans to work with SVP’s extensive heritage assets, which including vintage artwork, historical logos, advertising and marketing materials and sewing machines through the years curated from the Singer archives. In many cases these assets will be available to licensees for the first time ever.
“For Licensing, Singer is both a world-class brand as well as a brand rich with beautiful historic vintage assets,” says Tamra Knepfer, co-president, Knockout Licensing. “We are excited by the enormous potential for branding different types of consumer products that stand for reliability with the Singer name, as well as all of the new possibilities for Singer assets to be licensed across product categories–from collectibles and paper products to giftware and home decor.”