V&A Gets Chinese Licensing Agent

Alfilo Brands will also expand the British museum through an e-commerce initiative with Alibaba.

ASIA–The U.K.’s Victoria and Albert Museum has appointed Alfilo Brands to serve as its exclusive licensing agent in the Greater China region.

Under the terms of the agreement, Alfilo Brands will seek and secure vendors and retailers across multiple categories including apparel, home interior, fashion accessories and home decoration.

Alfilo Brands has also signed on to launch the V&A’s online stores and roll out brick-and-mortar locations in major cities throughout China. The agency will also work with the e-commerce giant Alibaba to promote V&A licensed merchandise via Tmall.com.

The branded V&A online store is slated to launch next year.

“Alfilo Brands comprises a highly skilled and extremely dedicated and motivated team,” says Lauren Sizeland, head of business development and licensing, V&A. “I am really looking forward to working closely with them and have every confidence that they will successfully expand our licensing program in this important territory. The Victoria and Albert Museum was established in 1852 to make works of art available to all and to inspire designers and manufacturers so it’s wonderful that the licensing program shares the V&A collections with new audiences and increasingly further afield.”

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