The European lifestyle and streetwear brand Bench selected The Brand Liaison to lead their strategic licensing expansion in the U.S. and Latin America.

Founded in Manchester, England in 1989, Bench has remained at the top of the European street-style scene for over 35 years by channeling the raw energy of skate and BMX, where the brand built its roots, into bold and edgy apparel and accessories.

Bench will look to build their global streetwear brand by offering innovative fashion and stylish apparel and accessory products to leading retailers around the globe. Over the past decade the Bench brand has built a huge following in Canada and based on the success of its recent launch in the USA, Bench will now add licensing partners in all apparel and accessory categories in the US and Latin America.

The new licensing program will allow U.S.-based companies to leverage Bench’s established reputation and quality, bringing new products, brand collaborations, and enhanced consumer experiences to new markets.

“At Bench, we set out to maximize functionality without ever compromising comfort or style,” explained Peter Wood, Director at Bench Americas IP Holdings Limited, owners of the Bench brand. “We do so by making sure every detail counts; from our custom embossed eyelets, monogrammed waistbands, and our much-loved signature thumbholes. Now, through our licensing initiatives, we can provide stylish, versatile apparel products around the globe. And we could not find a better agency to help us expand our U.S. footprint than Brand Liaison.”

“Everyone I know in Canada and UK all know Bench. So the USA is just the next logical step,” stated Steven Heller, President of The Brand Liaison. “With the immediate support of Department Stores, Club, Off-Price channels, and e-commerce, Bench is already on its way to a becoming a national brand here in the US.”