The choice of licensee or a partner in business is the first and most important step in ensuring the relationship entered into is a success for all concerned in the long run. The licensee partner should conform to the same global quality standards set by the brand in every market entered into. It is the only way the end customer would see coherence in the brand duplicated over and over again.
This is especially true when a brand has such a varied product offering as ours with over 1,100 SKU’s in the global offering at present.
Other criteria looked into are transparency of the relationship, conformance to guidelines and boundaries set and the aggressiveness with which the brand is pushed and expanded into the market in question. Fulfilment of these criteria ensures a problem free and smooth functioning for both the licensor and licensee in the long run.