Head into toiletries

2004 -2005

The process of taking sports brand HEAD into toiletries actually started in 2003, when someone in the office had the brainwave. A study of the category identified a trend away from baths and into showering, which fitted with the more active lifestyle of the sports enthusiast. After developing some initial designs and research, we arranged a meeting with HEAD and agreed terms to represent the brand within the category.

We met the licensee and arranged a round of meetings and negotiations with HEAD. A heads of terms sheet was agreed, leading to a contract being put in place.

The contract was signed and product design started. A research trip to HEAD's HQ in Austria helped the licensee to understand the brand's vision and the product requirements

2006 - 2007

With the contract in place, the products were put into production with the aim of securing a listing. After much effort on the sales front a contract was eventually agreed with Tesco.

Products launch in Tesco

2008

Contract renews for an additional three years

Key Learning

The huge licensee investment required to be ready to deliver stock meant that  the licensee required the confidence of a retail listing before pressing the green button. Because of the long lead time required to manufacture the product, the licensee had to have confirmation of a listing at the very beginning of the range review process.