Shinola has revealed a new partnership with IMG as part of its plan to continue its impressive growth trajectory.
The partnership will see the brand bring strategic cross-category product extensions to market through highly selective brand partnerships and collaborations.
Having begun with watches, the Shinola brand today can be found on a handful of carefully curated products including leather goods, bicycles, jewelry and stationary, all of which reflect the same level of craftsmanship and classic design aesthetic that has earned the brand a wide and loyal following.
Tom Kartsotis, founder of Shinola, said: “Shinola, established initially as a job creation vehicle within Detroit, has evolved to become much more than that.
“Consumer response has allowed us to evolve the project into a multiproduct category brand that is predicated on design, community building and national pride.
“We are gratified that our vision for Shinola has been so enthusiastically received by consumers, as evidenced by its continued retail success and tremendous level of interest and demand for the brand presence across a wide range of new products.
“Together with IMG, we hope to expand our product offering across categories that further reflect and capture our brand ethos while delivering for our consumers.”
IMG’s president of licensing, Bruno Maglione, added: “We are truly honored to be working with Tom and the Shinola team.
“We’ve been watching their growth and impressive success with great admiration. The brand has clearly touched a cultural nerve that places it in a highly desirable space of consumer affection and loyalty.
“It has achieved, in only a few years, a deep consumer engagement, the likes of which most brands will take an entire brand lifecycle to achieve, if they ever do so at all.”
Shinola and IMG will be prioritizing products in home, travel and décor for the brand’s expanded offering.