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Published on January 21st, 2021 | by The GC Team


Peugeot branding offered for electrical appliances

Car manufacturer Peugeot is looking to expand its brand outside the automotive industry with a new venture into the electric appliance category.

Paris-based Peugeot Frères Industrie, a Peugeot Family Group subsidiary in charge of the continued expansion of the brand, has appointed London-based Licensing Matters Global to support the extension of the renowned name into new sectors via strategic licensing and retail efforts.

As well as Major Electric Appliances, LMG is currently seeking partner licensees in selected product categories such as Toys, Garden Power Tools, Camping Equipment, Sports Equipment, Travel Accessories and Fashion.

Peugeot was established in 1810 as a steel foundry producing products such as band saws and coffee grinders, long before entering the car manufacturing industry. Today it still produces a range of non-automotive products including saws/chisels, grinders and salt & pepper mills.

Christian Peugeot, CEO of Peugeot Frères Industrie, said: “Gifted with 210 years of entrepreneurial spirit, Peugeot constantly enriches its expertise to create objects and experiences that facilitate everyday life. We believe LMG is the right partner to tailor a programme that will instil the Peugeot DNA in new product verticals.”

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