Cosmo brings in more extensions

Women’s magazine Cosmopolitan is stepping up its assault on the high street with more brand extensions – which could be backed by an advertising campaign.

The UK’s leading women’s monthly is to launch ranges of shoes, watches, handbags, luggage, towels and robes, swimwear and yoghurts, in a drive which will place the brand in retailers including John Lewis, House of Fraser, Debenhams and Bentalls. The swimwear range, launching in February, will be available by mail order through Freemans, as will the lingerie range which has already been launched.

A joint advertising campaign, which would link the various brands, is being considered by The Licensing Company (TLC) and the various manufacturers of Cosmopolitan products. TLC has managed the licensing process for all Cosmopolitan-branded goods. Joint promotions are also in the pipeline.

A spokeswoman for Milords International, licensee of the 38 Cosmopolitan lingerie items and Shilton, licensee for the 76 Cosmopolitan handbags, says: “Joint advertising makes sense because there is a natural synergy between some of the products, such as shoes and bags and lingerie and hosiery. All promotions benefit every licensee.” To date, Cosmopolitan has launched branded bedding, hosiery, lingerie and spectacles.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here