The Brand Cellar expands to Asia

Global licensing agency The Brand Cellar has marked its launch to Asia, opening an office in Hong Kong to further its plans for expansion across Asia and Greater China.

The Brand Cellar, which owns a unique collection of British heritage brands, has opened an office in Hong Kong in order to attract new licencees throughout most countries in Asia, including China, as part of an aggressive global expansion strategy.

The Brand Cellar, which focuses on acquiring and reviving heritage brands, will be headed in Asia by chief executive David Birchall and launches with three key brands under its belt.

Those brands include the 200 year old Scotch whisky brand Glen Rossie and premium pen brand Conway Stewart, whose writing instruments are used by Queen Elizabeth II and former US President, Bill Clinton.

Birchall described Asia Pacific as a key market for the company as it seeks to expand its business across the globe. He said Hong Kong was also an ideal launching pad for Mainland China.

"This region - especially China - is an integral part of our growth plans," he said.

"Our unique model is to partner with businesses to provide a distinctive brand proposition that combines the heritage of British brands with the passionately entrepreneurial spirit of Asia."