LK Bennett is poised to grow beyond its core womenswear offering after owner Gordon Brothers named IMG Licensing as its global licensing agency. The partnership aims to develop products across fashion, home, accessories, beauty and other lifestyle categories, with licences to be introduced immediately and first launches planned for 2027.
From archive to lifestyle platform
Gordon Brothers bought LK Bennett’s intellectual property earlier this year after the brand entered administration. The new agreement signals a strategic pivot: rather than confine the label to ready-to-wear collections, the companies intend to convert its British heritage into a broader lifestyle proposition and extend the brand internationally.
In seeking partners and categories, the owners say they want to preserve the brand’s identity while reaching new customer groups in overseas markets. The move mirrors Gordon Brothers’ approach with other heritage names where licensing has been used to build reach without abandoning core product DNA.
What the tie-up brings
- Immediate roll-out of licensing opportunities across multiple categories.
- Initial product launches targeted from 2027.
- Access to IMG’s global footprint to take LK Bennett into new territories.
Carolyn D’Angelo, senior managing director and head of brand operations at Gordon Brothers, described the partnership as a way to “reimagine LK Bennett for today’s consumer.” IMG Licensing’s senior vice-president Tim Smith highlighted the potential to leverage the brand’s existing equity alongside IMG’s experience in fashion licensing and global brand development.
“We see significant opportunities to build on that strong foundation by combining the brand’s enduring equity with IMG’s expertise in fashion licensing and global brand development.”
Partners and precedents
IMG Licensing runs programmes for a wide range of brands, entertainment properties and sports rights. Its network spans more than 25 offices across five continents and includes high-profile licences previously managed by the agency.
| Organisation | Relevant detail |
|---|---|
| IMG Licensing | Operates in 25+ offices on five continents; manages licences for fashion, entertainment, sport and consumer products |
| Gordon Brothers | Owner of LK Bennett; has used licensing to revive other heritage labels such as Laura Ashley |
Gordon Brothers has been active in acquiring consumer and heritage names. LK Bennett will join a portfolio that, according to the owner, already includes other fashion and lifestyle labels acquired earlier in the year.
What this means for the market
The strategy reflects a wider industry trend where brand owners expand into adjacent categories through licensing rather than in-house development. For established British labels, such deals can offer rapid access to new product areas and international distribution without the fixed costs of expanding manufacturing or retail infrastructure.
For consumers, the change could bring LK Bennett-branded homewares, accessories and beauty products into the market, extending the ways customers engage with the label. For retailers and potential licensees, the appointment of a global agency opens up commercial opportunities to partner under the LK Bennett name.
Gordon Brothers has pointed to prior examples where category growth preserved a brand’s core identity while generating new revenue streams. The timing — with launches expected from 2027 — gives prospective partners and licensees time to plan product development and distribution ahead of market entry.
The effectiveness of the move will depend on how well the brand’s British positioning is retained while appealing to new international audiences, and on the selection of licensees to ensure consistent quality across diversified product ranges.
