Licensed foods have become an everyday sight in supermarket aisles around the world. A number of deals announced in the past 12 months show the growing importance of supermarkets as partners for exclusive licensed collaborations in non-foods categories as well, especially home goods, gift/stationery, and décor:
- Aldi paired with Disney last month to introduce a retro-look holiday collection of inexpensive décor items including Grinch and Mickey welcome mats, soap dispensers in Mickey or Minnie options, hand towels in four designs, Mickey and Stitch plush figures, and a snow globe. All items were priced at $10 or less, except the snow globe, which was $12.99.
- British supermarket Asda and its proprietary George Home brand partnered with TV presenter and singer Stacey Solomon in September 2024 for the partners’ third collection together. The 268-piece fall and winter seasonal assortment included Halloween-themed goods and other autumnal products. The range encompassed items, from cookware to cushions, for every room throughout the house.
- The Kroger family of stores launched a collection in April 2024 with Sewing Down South, the brand co-founded by Bravo reality star Craig Conover, along with licensee HD Designs. The initial products, available across the company’s various store banners, included 40 pieces of coastal living-style kitchen accessories and entertaining products ranging from can koozies to beach umbrellas, bamboo trays, and barbeque tools. The collection was expanded last month with new offerings including a variety of baking tools.
- A year ago November, Aldi Australia and U.K. luxury department store Liberty released a gift, stationery, and home goods line featuring four of Liberty’s famous fabric prints. Ten percent of proceeds went to the nonprofit Camp Quality, supporting kids with cancer. The premium-but-affordable 12-item assortment included hand cream, soap bars, boxed greeting cards, wrapping paper, a notebook/diary, a tea-for-one set, heatpacks, tote bags, candles, reed diffusers, drawer liners, and sachets.
As these recent examples show, this phenomenon is not limited to the U.S. But it is notable in the U.S. market given the fact that, historically, supermarkets have not been the most active retail players in licensed collaborations that involve products outside of their core food and beverage categories. That seems to be changing, as supermarkets diversify their offerings and look for new ways to differentiate themselves from their competitors and as licensors and licensees recognize supermarkets as a viable way to reach multitudes of consumers in a retail environment that is less crowded than many others when it comes to licensed products.
Comments are closed.