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Cufflinks in Yankees pinstripes.

Wrist Watch
Cufflinks Inc. Set to Debut at Sports Licensing and Tailgate Show
November 2, 2010

“Sports fans buy everything,” says Brendan Hass, Director of Online & Catalog Sales for Cufflinks Inc. He should know. Cufflinks is one of the licensed sports industry’s most successful niche companies.

Founded in 1998, Cufflinks started as an online retailer for cufflinks. But when the company saw an opportunity to storm the marketplace at more affordable price points, licensed product was the logical choice. “Our business has really grown,” says Haas. “We expect the wholesale side to surpass retail in the next five years.”

Cufflinks and a tie clip for fans of the world champion Giants.

The key to Cufflinks’ success has been licensing deals with the NCAA, NFL, MLB, NBA and NHL. The company offers more than 800 styles, all near $50 at retail. “They get us in the door with everyone,” says Haas. “They are easy impulse buys and great gift items.”

Cufflinks has also walked through the door at the Sports Licensing and Tailgate Show. The company will debut as an exhibitor this coming January. According to Haas, Cufflinks is making a push to extend its reach at retail. The goal is to get into college bookstores and untapped national and regional chains.

To that end, Cufflinks is introducing tie bars and money clips that it will package with existing product in time for the holiday season. “It’s a perfect gift set at an affordable price,” says Haas. “Our initial rollout will be in the top five or ten teams in each league.”

Cufflinks packaging is distinctive.

Cufflinks will have samples on display in Las Vegas. Haas plans to meet with existing customers at the show and hopes to talk with potential clients as well. “Don’t think that people don’t buy cufflinks,” he says. “We can be a great addition to your store.”




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