For decades there were two Porsche businesses: the car manufacturer Porsche and the design studio, Porsche Design. The later was known for design work and licenses. Big successes were watches, sunglasses and writing instruments. Less successful were leather goods, luggage and a coffee maker in co-branding with Siemens.
A few years ago the two companies were combined under one umbrella and a retail and licensing unit was added.
Maybe you have seen a Porsche Design store in Hamburg or NYC.
Now Mercedes-Benz is looking to copy that system and is launching “Mercedes-Benz Style”. The design division of the car company wants to sell design and license brand with design.
According to Brandchannel.com:
“In addition to car design, Mercedes-Benz Style is currently working on styling the interior of a helicopter and the exterior of a luxury yacht, completing the trifecta. But Wagener says any product is fair game, even beyond transportation – furniture, lifestyle products, industrial design, and anything else – as long as both the product and the manufacturer match our exclusive design and brand standards.”
For more on car brand licensing go here.