Sharper Image’s second chapter begins

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Following its sale at auction earlier this year, The Sharper Image is getting a new start on life as a licensed brand adn recently signed its first agreement for products in the electronics, men’s gifts and health & wellness categories.

HoMedics, a manufacturer of personal health, wellness and relaxation products, has signed a $540 million, five-year licensing agreement with The Sharper Image, which is owned by a joint venture between Hilco Consumer Capital and Bluestar Alliance.

HoMedics will be one of the brand’s primary strategic licensees as it transforms its business model from a retailer to a global lifestyle brand licensor. HoMedics will introduce its first collection of Shaper Image licensed products at the Consumer Electronics Show in January 2009 and at the International Housewares Show in March 2009. Under this agreement, HoMedics will offer products in categories including: home environment, electronics, men's personal care, men's gifts, health & wellness, weather and concierge.

"HoMedics is a terrific fit for The Sharper Image brand due to its extensive product development capabilities coupled with its significant relationships in the retail community,” said Federico de Bellegarde, VP of licensing at The Sharper Image.  “HoMedics understands The Sharper Image brand DNA and, with its newly developed products, shall set the standard for our brand objectives."

The Shaper Image’s new owners have developed a global licensing strategy for wholesale, e-commerce, catalog and direct-to-retail businesses, giving The Sharper Image brand the opportunity to exist on the shelves of leading retailers worldwide. The goal of the licensing program is to expand upon The Sharper Image’s brand history, which reflect such values as quality, excitement and innovation, according to The Sharper Image.

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