Brand Empire smells success with fourth brand signed for the UK

Land Securities’ independent subsidiary Brand Empire announced today that it has signed its fourth international brand for expansion into the UK market. Leading Israeli cosmetic company Laline will offer soaps, candles, fragrances, oils, bath accessories and gifts, when it opens its first full range store this summer.

The innovative Brand Empire vehicle was established by Land Securities in late 2009 to help evolve the retail offer in the UK and drive footfall to the benefit of consumers, existing retailers and landlords. The deal with Laline follows the announcement last month of a partnership with Spanish retail giant Groupo Cortefiel to bring three of its fashion brands, Cortefiel, Springfield and women’secret, to the UK.

Established by two cousins, the first Laline boutique opened in 1999 in Israel and has grown into a chain of more than 50 stores primarily located in shopping malls. Laline aims to offer products that reach every member of the family - babies, youth, men, Girls 10-18 and women of all ages – and will target the opening of 5-8 stores throughout the UK in its first year.

Brand Empire, acting as incubator, will invest in the store set up and employees while Laline will take responsibility for product line and brand marketing.

Sanjay Sharma, CEO Brand Empire, commented: “Our ambition was to sign four brands in 2010 so to have reached this milestone in the first quarter and with such quality retailers, demonstrates the strength of the Brand Empire concept. We recognised that there was an opportunity to assist international brands to enter the UK market by offering them our combined property and retail knowledge and we will now focus on growing the Laline and Cortefiel presence on the high street.”

Merav Cohen, Founder of Laline, added: “Our boutique stores have a strong following throughout Israel and we are really excited to be bringing Laline’s extensive product range to UK shoppers. Our brand has the opportunity to access what had previously been a difficult market to enter for a small international retailer, by using Brand Empire’s local insight and innovative partnership approach. Laline now has the confidence to strive for a bigger presence and to achieve it more quickly than usually expected when entering such a competitive market.”

The Brand Empire team is backed by one of the UK’s largest landlords, Land Securities, but has been established with its own board and employees who all have experience working with some of the UK’s leading retailers. Brand Empire will negotiate arms-length lettings with Land Securities and other major UK landlords for prime retail locations.

source : Land Securities