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Housewares

Royalty Profile for Licensed Housewares

 

Sector value, U.S. & Canada, 2017: $3.09 billion

Proportion of retail sales of licensed merchandise, U.S. & Canada, 2017: 2.8%

Average royalty, U.S. & Canada, 2018: 6.34%

Royalty range, U.S. & Canada, 2018: 3%–14%

Average royalty, U.S. & Canada, (10 years) 2009–2018: 6.27%

Analysis

Licensing in this category is often associated with properties emanating from the artist, fashion designer, celebrity, and entertainment/ character sectors.

Housewares brands—from Fiesta to Farberware—also are active, extending their names and designs into other areas of the house and fostering cross-merchandising potential.

Because of the preponderance of long-term deals rather than “hot” items, the average royalty rate is significantly lower than for the business as a whole. One niche exception is entertainment brands, which tend to command higher royalties.


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