Dow partners with Beanstalk to build DIY market
New York-based Dow Chemical Co. has partnered with Beanstalk, a global brand-licensing consultancy, to develop a comprehensive consumer product line for the home improvement and do-it-yourself markets.
The plan, which is expected to launch in 2011, will extend the Dow line of products and expand the Great Stuff Insulating Foam Sealant and SafeTouch fiberglass-free insulation lines, the company said.
"Beanstalk's expertise in the home improvement retail industry makes them a perfect partner to help Dow achieve its goal of heightening brand awareness through a much broader product offering and larger in-store presence," said Jennifer Montgomery, retail brand manager at Dow. "As consumers become more willing to tackle projects in and around the home, the timing to expand the Dow brand could not be better."
"The heritage and credibility of the Dow brand, combined with its established retail presence, provides us with a tremendous opportunity to enter new, complementary home-improvement product categories," said Michael Stone, president and CEO of Beanstalk. "We are thrilled Dow recognizes our leadership and experience in the home improvement and DIY licensing categories, and we are excited to begin developing a successful licensing program."
As a global brand-licensing agency, New York-based Beanstalk expands brands through strategic development of licensed products. The company also works with manufacturers to help identify and acquire compelling brands and properties to help them gain competitive advantage in the marketplace.