Character World is all shook up after clinching two major agreements which will help propel sales towards �13m this year.
The family-owned company, based at Stanley Green near Cheadle Hulme, has secured licences to design and manufacture bedding products featuring Elvis Presley and award-winning animal portrait photographer Rachael Hale.
Its deal with
Elvis Presley Enterprises will see Character
World design and manufacture duvet covers,
sleeping bags, blinds, ponchos and bean bags
featuring the rock and roll legend. The goods
will be in the shops in time for Christmas.
Managing director Danny Schweiger said: "This
brand will have global appeal for adults as well
as teens. Properties featuring music and film
legends are experiencing resurgence as people
look to the past for inspiration.
"Icons such as Elvis Presley have inspired
generations for many decades and will become
increasingly popular as the demand for 'retro'
brands continues to grow.
"We're extremely excited about the possibilities
for the brand."
The licence for Rachael Hale products will see
Character World supply duvets, curtains, towels,
fleece blankets and sleeping bags featuring dogs
and cats to stores and catalogue firms including
John Lewis, Woolworths, Debenhams, Argos and
Littlewoods.
Danny said: "The Rachael Hale brand has wide
appeal and an extremely high profile across the
globe.
"It's a change in direction for us, as this
brand will appeal to teens as well as children."
He runs the business with brother Mark, who is
sales director, and their dad Tommy, the
chairman. Established in 1998, the company
posted sales of �8m for 2006. It employs 34
staff. Turnover this year will be boosted by
licensing agreements for Disney favourites in
addition to the Elvis and Rachael Hale ranges.
Character World's other licences include The
Simpsons, Spiderman, Barbie and Thomas the Tank
Engine.
Meanwhile, Character World has expanded its
sourcing operations in Pakistan through a joint
venture. It also buys from China, Turkey,
Bangladesh and Portugal.
Source: Charmaine Voisine
Posted: 10th. June. 2007
