Golden Goose

Europe's leading licensing boutique

Oasis Fashion Licensing

From beautiful bedding to fabric protection

Taking a fashion brand from late entrant to innovator


Fashion brand Oasis only joined the licensing party fashionably late, they appointed us in 2016. This was 16 years after Ted Baker fragrance first hit the shelves, and many years after most of its rivals had already launched luggage, furniture, bedding, fragrance, sunglasses and more. To put it bluntly, the good manufacturers already had a fashion brand. We struggled to find partners to begin with and it was only thanks to the dogged persistence of our New Business Director Martin Clark that we found the perfect match for this print and pattern led brand. Clarke & Clarke had recently been acquired and were looking to do things differently. Their former CEO Lee Clarke and Steve Forder were very excited about the Oasis opportunity and developed a spectacular range of bedding, wallpaper, fabrics, cushions and curtains. Not only that but they marketed them with beautiful photography and tasteful designer whilst hitting the price points that Oasis target - surprisingly affordable. 

This was the breakthrough we had been hoping for because we knew Oasis was special - they win  Drapers awards for fun and love to do things differently. As we added home fragrance and luggage to the programme we knew we were catching up with their rival brands. What took us ahead was the launch of a Fabric Conditioner. This category is a classic affordable luxury and we were lucky enough to partner with McBride the UK's leading private label manufacturer of fabric conditioner. 

They developed a range of fragrances which Phillippa Green and the Oasis executive team reviewed, and finalised the bottle designs. It was about 9 months later that we finally helped sell the brand into Sainsburys and closed the deal. 14 versions of the contract later and after just about getting past a tricky trademarking obstacle, the product stormed into Sainsburys and is about to do a design refresh. .

Oasis is the first fashion brand to have a fabric conditioner widely available on shelf, making it a true licensing innovator. Like its print and patterns this brand is set to shine as much in licensing as it does in retail.