Dow Partners with Beanstalk to Create New Home Improvement Product Line
NEW YORK CITY, October 25, 2010 – The Dow Chemical Company (NYSE:DOW) today announced that it has selected Beanstalk, a leading global brand licensing consultancy, to assist in the development of a comprehensive consumer product line for the home improvement and Do-It-Yourself (DIY) markets. Planned to launch in 2011, the program will extend the Dow Brand as well as the GREAT STUFF™ Insulating Foam Sealant and SafeTouch™ fiberglass-free insulation through best-in-class licensees.
Dow will work closely with Beanstalk to introduce a line of products that offer DIYers and professionals innovative solutions in key building and construction categories.
The interior and exterior home improvement licensing program will reach consumers through home improvement and hardware retail channels that mirror Dow’s core distribution, such as Home Depot, Lowe’s, Ace, True Value and Walmart, among others. In addition to GREAT STUFF™ Insulating Foam Sealant and SafeTouch™ Brand insulation products, Dow currently sells multiple home improvement products to both DIYers and professionals including STYROFOAM™, TUFF-R™, and WEATHERMATE™ Housewrap.
“Beanstalk’s expertise in the home improvement retail industry makes them a perfect partner to help Dow achieve its goal of heightening brand awareness through a much broader product offering and larger in-store presence,” said Jennifer Montgomery, retail brand manager, Dow. “As consumers become more willing to tackle projects in and around the home, the timing to expand the Dow brand could not be better.”
“The heritage and credibility of the Dow brand, combined with its established retail presence, provides us with a tremendous opportunity to enter new, complementary home-improvement product categories,” said Michael Stone, president and CEO of Beanstalk. “We are thrilled Dow recognizes our leadership and experience in the home-improvement and DIY licensing categories and we are excited to begin developing a successful licensing program.”
Dow combines the power of science and technology with the “Human Element” to passionately innovate what is essential to human progress. The Company connects chemistry and innovation with the principles of sustainability to help address many of the world’s most challenging problems such as the need for clean water, renewable energy generation and conservation, and increasing agricultural productivity. Dow’s diversified industry-leading portfolio of specialty chemical, advanced materials, agrosciences and plastics businesses delivers a broad range of technology-based products and solutions to customers in approximately 160 countries and in high growth sectors such as electronics, water, energy, coatings and agriculture. In 2009, Dow had annual sales of $45 billion and employed approximately 52,000 people worldwide. The Company’s more than 5,000 products are manufactured at 214 sites in 37 countries across the globe. References to “Dow” or the “Company” mean The Dow Chemical Company and its consolidated subsidiaries unless otherwise expressly noted. More information about Dow can be found at www.dow.com.
Beanstalk, a global brand licensing agency and consultancy, extends brands through the strategic and creative development of licensed products. The company works with blue-chip brands and other high-profile clients to leverage licensing as a strategic tool to enhance brand awareness, increase consumer touch-points, and generate revenue. Beanstalk also works with manufacturers to help identify and acquire compelling brands and properties to help them gain competitive advantage in the marketplace.
Beanstalk is the licensing agency of record for 35 world-class brands. The agency has developed thousands of brand extensions in every major product category, resulting in nearly $2.2 billion in retail sales in 2009 alone. Headquartered in New York, Beanstalk’s global reach includes offices in London, Los Angeles, Dearborn and Hong Kong, and affiliates throughout the world. For more information, please visit www.beanstalk.com.
Beanstalk is a part of Omnicom Group Inc. Diversified Agency Services (NYSE: OMC). Omnicom (www.omnicomgroup.com) is a leading global marketing and corporate communications company.