Aquascutum: the licensing programme starts from Italy 

First agreement signed for an exclusive umbrella collection.

The iconic British heritage brand, Aquascutum, has decided to develop a brand’s international licensing programme. Founded in 1851 with the mission to provide protection from the inclement British weather,  this brand has become afterwards an example of excellent British tailoring and elegance.

Fine craftsmanship, luxurious tailoring and attention to detail have been applied to all matters sartorial, creating a company with a quintessentially British point of view for whom the pursuit of style is a way of life.

Beanstalk, one of the world’s leading brand licensing agencies and consultancies, has been appointed to help develop Aquascutum’s brand extension programme, securing best-in-class licensing partners across a range of luxury lifestyle categories including fragrance, eyewear, watches, luggage and childrenswear.

The first agreement has been signed with Aqueodesign, a leading Italian umbrella and rainwear manufacturer, that will develop an exclusive line of umbrellas under the Aquascutum trademark, working closely with the Aquascutum design team. Aqueodesign range will be launched in Europe, North America and the Middle East in March 2012.