Shabby Chic- licensing-and-brand-strategy -


  • Branding + Identity
  • Licensing
  • Strategy Consulting

Project Details

After acquiring the Shabby Chic brand in 2009, bsp developed and executed a dual-pronged business strategy that expanded the home furnishing brand’s retail footprint and diversified its product offerings through licensed products and DTR relationships.

bsp forged strategic licensing agreements with best-in-class partners to introduce a full range of Shabby Chic products in both soft & hard good categories. bsp launched the Shabby Chic home furnishings collection with case goods, upholstered furniture, lighting and accessories through licensed partnerships, within a year after acquiring the brand. The brand’s roster of licensed product categories soon expanded to home décor fabrics and stationery.

In addition, bsp managed DTR programs with House of Fraser (UK), Target (U.S.) and QVC (U.S.), while also developing the brand’s licensed product retail channels, which includes all Michaels craft stores and 250+ independent home furnishing and home décor retailers.