Orla Kiely x Halfords
The Queen of Prints
ITB was a long-time partner and brand manager for the licensing arm of Orla Kiely. Irish designer Orla has been described as ‘the queen of prints’, with her signature botanical motifs and floral inspired prints gracing everything from stationery and furniture to wallpaper and even cars.
Celebrating the Great Outdoors
With Orla Kiely’s iconic prints taking inspiration from the beauty of the natural world, a licensed partnership with Halfords was a perfect pairing to bring to life the carefree spirit of the great outdoors. Orla had explored bringing her fashionable prints to bicycles with a charity partnership several years previous but had, as yet, not ventured into a larger-scale collection. As the experts and trusted authority in outdoor equipment, Halfords was an ideal license partner to explore this new category.
ITB negotiated and secured a license agreement with Halfords to use a selection of Orla Kiely prints, colourways and motifs on a range of cycling and camping products – including bikes and tents as well as accessories such as sleeping bags, tableware, helmets, bells and baskets.
Satisfying the Fans and Attracting New Customers
The collection was the perfect pairing of fashionable fun and chic practicality. In addition to receiving press coverage in specialist cycling and outdoor titles, the partnership also attracted consumer and fashion media. Orla Kiely fans were quick to snap up their favourite pieces, whilst the appealing designs also drew in new customers.
Following strong sales and favourable press coverage, a second collection focussed solely on cycling products was released a year later.