Michelin plans global merchandising push

Michelin Group, the tyre company, is embarking on a global brand extension programme that could result in Michelin-branded clothing and toys.

Michelin has appointed The Licensing Company to develop brand extensions suitable for department stores and sale over the Internet. The initiative will include the use of the brand name and Bibendum, the Michelin Man, across a range of consumer goods.

A spokesman for the company says: “There will be products to promote an active lifestyle, to enhance mobility and to promote learning and discovery.”

He declined to give precise details of the products, which are to be finalised in the autumn. It is likely that they will include a range of outdoor clothing and toys.

Patrick Lepercq, director of Michelin’s brand extension initiative, says: “The Michelin brand name is an asset in itself.”

The Michelin Group claims to sell more than 1 million tyre and travel-related products every day, with a turnover of over $12bn (£7.5bn).

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