Land Securities’ Brand Empire signs fourth brand
Published: 01 April, 2010
Land Securities’ independent subsidiary Brand Empire has signed its fourth international brand for expansion into the UK market. Leading Israeli cosmetic company Laline will open its first full range store this summer.
Brand Empire vehicle was established by Land Securities in late 2009 as a stepping stone to international brands break into the UK market. The deal with Laline follows last month’s deal with Spanish retail giant Cortefiel to bring three of its fashion brands - Cortefiel, Springfield and Women’ Secret - to the UK.
Laline opened in 1999 in Israel and has grown into a chain of more than 50 stores primarily located in shopping malls. Brand Empire, acting as incubator, will invest in the store set up and employees while Laline will take responsibility for product line and brand marketing.
Brand Empire CEO Sanjay Sharma said: “Our ambition was to sign four brands in 2010 so to have reached this milestone in the first quarter and with such quality retailers, demonstrates the strength of the Brand Empire concept. We recognised that there was an opportunity to assist international brands to enter the UK market by offering them our combined property and retail knowledge and we will now focus on growing the Laline and Cortefiel presence on the high street.”
