Oka Direct, the home interiors brand owned by prime minister
David Cameron’s mother-in-law Lady Annabel Astor, has agreed a
global licensing deal with LF Products to expand its business
into Asia.
Oka, which has seen continued growth in the UK since it launched
its first catalogue in 1999, has signed the deal with LF Product,
a subsidiary of Hong Kong-headquartered multinational Li & Fung
Ltd, to franchise its brand globally. The move will enable Oka to
have a presence in Asia, the Americas, the Middle East and
Europe, where it will be available to franchise in high-end
department stores.
To coincide with the international expansion plans, Oka is also
looking to adapt its business model, to more closely reflect that
of the fashion industry; offering seasonal collections and
providing a personal shopper experience.
Recently launched in the UK, Oka’s Interior Design Service will
also be franchised internationally. The service will offer
shoppers a consultation with an expert in interior design,
working exclusively with Oka.
Commenting on the deal, Annabel Astor, Oka’s chief executive and
cofounder said, she was looking forward to taking the Oka brand
to an international audience, “When we set up the company
in 1999 we never imagined that the mail order catalogue we
created would grow into a global brand. Our resilience during the
tough trading conditions of the past few years has enabled us to
take this significant step forward.”
In countries where Oka is not available as a trading name the
brand will be adapted to “Annabel Astor”. In the UK
the brand name “Annabel Astor for OKA” will be
introduced, in addition to the existing Oka brand.
LF Products will manage the supply chain and support marketing
and sales.
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