Michelin sets out brand strategy for lifestyle products

ERJ staff report (DS)

Paris -- Michelin has outlined the strategy for its 'lifestyle' operations, which use the Michelin branding and imagery on non-tyre products. A new company, Michelin Lifestyle Ltd, is to be based in the UK at the old Stoke-on-Trent site. Regional offices are located at Clermont-Ferrand, Paris, Tokyo, Shanghai and Greenville (the United States).

The company said it is currently using its brand on car accessories, sport clothing, maps and guides, satellite navigation systems and, of course, tyres. Following in the tradition of the Andre and Edouard Michelin 120 years ago, the Michelin lifestyle division aims to develop and sell consumer products both directly and indirectly. The ultimate aim is to develop the image of Michelin as world leader in tyres and to bring loser together, the Michelin brand and individuals around the world.

The company is planning to make its Michelin Lifestyle Ltd (MLL) operation equal with the maps and guides unit. MLL will sell licences to partners, which allow them to use the Michelin branding under strictly-controlled limits and under the control of MLL

MLL currently has three main branches: Car and bicycle accessories; shoes and finally, gifts, clothing and collectors' items.

Michelin said MLL retains a close relationship with its licencees and is involved at all stages of product development, including testing, in order to ensure that products bearing the Michelin name meet the qualities and criteria that Michelin has always sought in its own products.

Currently, MLL has 85 partners and licensees who together make over 1500 different products. Over 12 million items have been sold.