Início Tech Brand Machine Group Launches U.S. Polo Assn. Homewares

Brand Machine Group Launches U.S. Polo Assn. Homewares

Brand Machine Group (BMG), a vertical manufacturer and international licensing specialist, has expanded into the global homeware category. Its first initiative will be the U.S. Polo Assn.’s inaugural fall 2024 homeware collection, launching at wholesale this summer.

The collection will be distributed in Europe, starting with the United Kingdom, Ireland, Germany and Poland.

The BMG Homeware Division is led by Mike Barker, newly appointed commercial director. BMG is poised to introduce a range of homeware offerings from various brands across key territories.

“We are incredibly excited to launch our new Soft Home Division,” said Boo Jalil, chief executive officer at Brand Machine Group. “With our expertise in brand manufacturing and licensing partnerships, as well as our commitment to delivering top-quality products, we are confident our homeware offering will appeal to consumers worldwide. U.S. Polo Assn.’s rich sporting legacy and global resonance makes the first homeware collection a seamless extension of this iconic brand.”

Key styles in the U.S. Polo Assn. collection include an array of bed linen such as duvet covers, pillowcases and sheets, using 400-thread count fabrics. There are also towels, bed throws, lounge throws, lounge cushions and bedroom cushions. Bedding starts at $85, throws start at $50, and towels begin at $25.

U.S. Polo Assn. homeware is available through both new and existing wholesale channels and partners throughout Europe, as well as a dedicated in-house e-commerce site,

“It’s a brand new division, so it’s very exciting coming in at the ground level,” said Barker. “The big appeal for me is collaborating with internationally recognized brands and seeing how we can add to their appeal. Our goal is to curate a range of products that benefit these brands, but also be able to stand on their own, while setting new standards in the homeware industry.”

In addition to U.S. Polo Assn., BMG’s portfolio of brands include Penfield, New Balance Kids, Duchamp, Jack Wills, Flyers American Born, Lee Kids, Juicy Couture and Ben Sherman, among others.

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