Feb 11, 2015
The Fuller Brush Company – Alex Meisel & Co. Team to “Live Fuller”

Iconic American brand, The Fuller Brush Co. and Licensing Agent, Alex Meisel & Co. LLC have joined forces to license the Fuller Brush brands across product categories and distribution channels, providing consumers with home and lifestyle solutions to “Live Fuller.” While deals are in negotiation now, the formal debut of new lines and licensing opportunities launch at the International Housewares Show in Chicago, March 7-10, 2015 in booth N8119.

In 1906, Alfred Fuller began The Fuller Brush Company that became a household name and set the industry standard for a direct to consumer door-to-door sales model. With a mission to, “Make it work….Make it last….Guarantee it no matter what,” the brand represents “quality” and “trust” to the millions of families that have invited Fuller Brush into their homes.

In 2012, Victory Park Capital collaborated with industry veteran, David Sabin (former Chairman of Salton Industries and innovator of the George Foreman Grill), to acquire Fuller Brush. “We felt the Fuller Brush brand was a tremendous asset,” says Sabin. “In addition to the existing Fuller catalog of premier product, there is great opportunity for new categories in all areas of the home, and brand extensions for our retail partners.”

In a short time the company has developed unique lines for strategic retail relationships across premium and mass brick and mortar chains, dotcoms, infomercials and TV sales – all while growing the dedicated direct to consumer sales consultant force to 15,000. The Fuller Home, Fuller Gold and 1906 lines will be licensed, while the Stanley Home Products division will remain as a direct to consumer brand.

“The Fuller Brush team has impressed, re-energizing the brand, and creating unique statements for multiple retail partners ranging from Williams-Sonoma and Anthropologie to key mid and mass players,” stated agent Alex Meisel. “With the brand having 85% recognition amongst baby boomers, and a nostalgic ad archive with retro, wholesome imagery that is striking a chord with millennials, the licensing program is well positioned.”

Licensing opportunities include auto accessories, garden, outdoor living, apparel and work clothes, pet products, home and organizational storage, gift and novelty, kitchen textiles, publishing and more.