New York City (January 2019) – The Wildflower Group, (TWG), a multi-award-winning licensing and branding agency, has been appointed by the Vita-Mix Corporation as its global licensing representative for the Vitamix brand. Vitamix, a fourth-generation, family-owned and operated American company, is the world leader in high-performance blending technology and products, with a mission to create relationships for life by designing, developing and producing the world’s best-performing and most reliable blending solutions.
Vitamix and TWG have collaborated on a multi-tiered strategy for a comprehensive brick-and- mortar as well as unique direct-to-consumer program to launch in 2019. TWG will seek licensee partners across categories including food, appliances large and small, kitchen essentials, home décor and accessories.
Celebrating its 100th anniversary in 2021, Vitamix is trusted by more professional chefs and major chains than any other brand, with distribution around the world. It is consistently among the blending sales leaders at Costco, Amazon, QVC and Williams-Sonoma. The Vitamix consumer covers a broad demographic from newlyweds and new homeowners to busy parents, home chefs and social gourmets. Home and commercial chefs see their Vitamix blenders as the reliable and indispensable workhorse of the kitchen. Vitamix-licensed products will capture the quality, reliability and innovation for which the Vitamix brand stands with its millions of consumers.
“We have a corporate purpose to liberate and nourish the zest for life, and this partnership with TWG is going to help us do that on an even greater scale,” said T. Scott Hackman, Vice President of Strategy, Brand, Business Insights and Marketing Operations for Vitamix. “For nearly a century, Vitamix has been helping people achieve their health and culinary goals. We’re excited at the prospect of expanding our reach through unique licensed products.”
“We’re thrilled to be working with Vitamix on licensing their iconic American brand,” said Michael Carlisle, Founder and Principal of TWG. “The Vitamix blender is a staple in millions of residential and commercial kitchens around the world, and our goal is to extend the Vitamix brand experience through licensing to a range of products that celebrate the Vitamix heritage and engineering design excellence.”