London, UK — Global Merchandising Services announced its appointment as the newly appointed Global Licensing Agent for The Vita Coco Company, Inc.’s Vita Coco®— the world’s leading coconut water brand and a fast-growing platform in the better-for-you beverage space.

Under the agreement, Global Merchandising Services will develop and execute a worldwide licensing program focused on categories, including fashion lifestyle, beauty & wellness, strategic collaborations, and limited-time offerings (LTOs), designed to extend Vita Coco’s distinctive brand personality into new retail avenues.

Founded in 2004, Vita Coco helped pioneer the modern coconut water category and has grown into a leading better-for-you beverage company with expanding innovation platforms spanning coconut water, coconut juice, Vita Coco Treats®, and other better-for-you beverages. The brand continues to benefit from powerful consumer trends including active hydration, skin health, functional wellness, and younger urban shoppers seeking authentic brands with personality. Vita Coco has evolved from a category pioneer into a global lifestyle brand rooted in accessible wellness.

“Ongoing growth has positioned Vita Coco as far more than a beverage — it’s a mindset and a lifestyle brand with enormous cultural relevance,” said Oli Stanton, Global Merchandising Services. “We see tremendous opportunity to build thoughtful partnerships that authentically extend the brand into fashion, wellness, and collaborative experiences, creating programs that excite consumers while delivering meaningful value to retail partners worldwide.”

About The Vita Coco Company
The Vita Coco Company is a family of brands on a mission to reimagine what’s possible when brands deliver healthier, great tasting products that are better for consumers and better for the world. This includes its flagship coconut water brand Vita Coco and protein-infused water PWR LIFT. The Company was co-founded in 2004 by Michael Kirban and Ira Liran and is a public benefit corporation and Certified B Corporation. Vita Coco, the principal brand within the Company’s portfolio, is the leading coconut water brand in the U.S. and U.K. With vitamin C and naturally occurring potassium coconut water has become a top beverage choice among consumers after a workout, in smoothies, as a cocktail mixer, after a night out, and more.

About Global Merchandising Services Ltd.
Global Merchandising Services Ltd is an award-winning music, celebrity and lifestyle merchandising company. Headquartered in London and Los Angeles, Global is a licensing powerhouse with world-class expertise in design, product development, branding, manufacturing and direct sales. Global conducts business across all channels of retail distribution, live events, web shops, pop-up shops, sponsorships, endorsements and third-party licensing. For more information: http://www.globalmerchservices.com/