Detroit’s Shinola Partners with IMG to Expand Brand

Detroit’s Shinola will partner with IMG, a global brand marketing and licensing company, to continue its brand growth.
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Shinola watch
Shinola plans to partner with IMG to expand through cross-category product extensions. // Photo courtesy of Shinola

Detroit’s Shinola will partner with IMG, a global brand marketing and licensing company, to continue its brand growth.

“We are truly honored to be working with Tom and the Shinola team,” says Bruno Maglione, president of licensing for IMG. “We’ve been watching their growth and impressive success with great admiration. The brand has clearly touched a cultural nerve that places it in a highly desirable space of consumer affection and loyalty. It has achieved, in only a few years, a deep consumer engagement, the likes of which most brands will take an entire brand lifecycle to achieve, if they ever do so at all.”

IMG is a global company that specializes in sports, fashion, events, and media. The company manages and represents leading athletes and fashion icons in their industries. This partnership is a part of Shinola’s plan to expand through cross-category product extensions with selective brands and will focus on products in home, travel, and decor.

Tom Kartsotis, founder of Shinola, says consumers have helped the company develop into a multiproduct brand that focuses on design, community building, and national pride.

Originally a watch company, Shinola has branched out since its Detroit opening in 2011.

Today, the company curates products including leather goods, bicycles, jewelry, speakers, stationary, and more.

“We are gratified that our vision for Shinola has been so enthusiastically received by consumers, as evidenced by its continued retail success and tremendous level of interest and demand for the brand presence across a wide range of new products,” says Kartsotis. “Together with IMG, we hope to expand our product offering across categories that further reflect and capture our brand ethos while delivering for our consumers.”

Shinola’s flagship store is located on West Canfield in Detroit. Its first hotel, located in Detroit on Woodward Avenue, showcases its products that reflect a classic American design, practical functionality, and craftsmanship.

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