Built Licensing Program Launch

Lifetime Brands, Inc. has announced the launch of a fully integrated home goods licensing program for its BUILT® brand. BUILT is well-known as a leading designer of insulated lunch bags, soft coolers, hydration bottles and tumblers, food storage, and travel accessories that are “Built to Last!” Now, BUILT seeks to expand the brand to a variety of everyday products that can offer the same quality, design trends, and technological innovations that has earned BUILT its stellar reputation with retailers and consumers.

BUILT licensing will be managed by The Brand Liaison and will debut at Licensing Expo May 24-26 at the Mandalay Bay in Las Vegas, Brand Liaison Booth F-154 .  

On behalf of BUILT, The Brand Liaison will seek licensing deals in multiple categories including kitchen textiles, storage, accessory bags, picnic, backpacks, luggage, travel, tech, fitness equipment, outdoor, camping, and pool products, baby bags, baby feeding items, and pet care products, all featuring BUILT innovation, style, and the latest technologies.  

The Brand Liaison is seeking best-in-class manufacturers to partner with the BUILT brand to ensure the “Built to Last” mindset. “Identifying new and exciting ways to solve everyday problems with well-designed, affordable products that support an on-the-go lifestyle is the BUILT mission, and we are excited to be part of that,” stated Brand Liaison President Steven Heller.  “We will be showcasing the BUILT brand at Licensing Expo”

“Whether it’s a fashionable, insulated lunch bag, the latest technology in hygienic, eco-friendly water bottles and food storage, or solutions for packing for travel, BUILT is all about finding new and exciting ways to solve everyday problems in style,” said John Roscoe, BUILT President. “All of our BUILT items blend fresh designs and the latest technologies with the innovation and quality consumers expect from Lifetime Brands.” 

BUILT was founded in 2003 with a passion for innovative design, well-crafted goods and enjoyment of food and wine, and was acquired by Lifetime Brands in 2014. BUILT led the use of Neoprene in the insulated lunch bag and hydrations space, and is also known for its definitive two bottle wine tote. BUILT products are available at all channels of distribution, including online, department stores, mass market, independent, and specialty retailers.