Leveraging Jacuzzi’s Legacy Beanstalk bubbles with plans

Jacuzzi – the world leader in the spa industry and an iconic expert in wellbeing is working with global brand licensing agency - Beanstalk, to extend its brand into product categories that reinforce self-care, including massage and recovery, therapeutic products and experiences, bathroom fixtures and accessories, and complementary products in the growing wellness space.

Over the years, Jacuzzi has set the standard for wellness and relaxation. Just saying the word conjures up images of happiness – sipping a drink in one of the famous hot tubs, overlooking an attractive vista.

Synonymous with leisure, Jacuzzi has a long and interesting history which no doubt will add credence and trust to its brand licensing program.

Jacuzzi Brothers was founded in 1915 by seven Italian brothers from Casarsa della Delizia, Friuli, in Northern Italy, led by Rachele, who had worked for James Smith McDonnell, and invented the first wood laminate propeller. The company made wooden propellers under military contracts, in California. In 1920, the brothers also dabbled briefly with aircraft

“Synonymous with leisure and wellness, Jacuzzi has a long and interesting history which no doubt will add credence and trust to its brand licensing program...: design and manufacture, with a single-seat monoplane and a seven-seat cabin monoplane. Both aircraft were noted for their use of laminated wood products for fuselage manufacture, but were essentially unsuccessful, with only one of each type being built. By 1923, the company was styled as Jacuzzi Bros Propellers.

In 1956, when Candido Jacuzzi’s 15-monthold son, Kenneth, was diagnosed with rheumatoid arthritis, Candido Jacuzzi and Floyd M. Nash designed a pump, the J-300, that could be submerged in a bathtub to provide hydrotherapy treatments. In 1968, Jacuzzi created the world’s first integrated jet whirlpool bath, and by 1970, Jacuzzi invented larger indoor tubs to accommodate groups of people or whole families.

Jacuzzi’s brand recognition is so high that their brand has become the very definition of hydromassage – and they diligently maintain their registered trademark! As Beanstalk finetunes the licensing strategy, they will prioritize the categories Jacuzzi wishes to enter and then use a variety of methods to find the perfect partners.

Beanstalk undertakes extensive research, tapping into the agency’s voluminous contact database, checking retail store shelves and attending various industry trade shows. Often the perfect partner is one that has a strong presence in its industry and has need of a premium brand offering to round out its portfolio, enter a new channel or present a fresh face to retailers and consumers. It’s the subtle art of matchmaking – how can the sum of two partners yield a greater whole? The most natural products to extend into are those that support Jacuzzi’s equity in bath, massage and outdoor.

The program will begin with products that help consumers to revitalize and de-stress. These will be segmented into three pillars: Engage the senses, Nurture the Body and Restore the Mind. Kicking off with massage products, footbaths, pools, and spa products, these will be followed by enhancing the bathroom. Consumers know Jacuzzi as a leader in bathroom refitting, so possibilities are vanity faucets, toilers, lighting and steam rooms. Beanstalk also seeks partners in home comfort such as air and water filtration.

“As Beanstalk fine-tunes the licensing strategy, they will prioritize the categories Jacuzzi wishes to enter and then use a variety of methods to find the perfect partners.”

To embrace the modern world, the Jacuzzi vision has been broadened to embrace the “Outdoor” space where they already lead in hot tubs.The backyard space as an extension of the home is a continuing trend post-pandemic.

Consumers, more than ever, are seeking tools to assist their journey to physical and mental wellbeing. That is substantiated by

McKinsey’s study of the wellness market that quantifies it as $1.7 trillion globally. Jacuzzi’s brand has evolved along with this trend, providing home spa and hot tub experiences that are transformative and encourage consumers to embrace mindfulness.

More than 4,000 global employees work across Jacuzzi Group’s portfolio of brands that includes Jacuzzi, Sundance Spas, Hydropool Swim Spas and Hot Tubs, Dimension One Spas, ThermoSpas, Dream Maker, Sun & Soul, Sunrise Spas, Vortex Spas, and more. With manufacturing and warehouse operations in the United States, Canada, Mexico, Italy, the United Kingdom, France, Brazil, Chile, and Australia, Jacuzzi has over 65 years of experience delivering wellbeing products to consumers and professionals.

Dave Jackson, CEO of Jacuzzi Group, said, “We have been offering people pleasureful, joyful, and essential wellbeing through our products for over 60 years. Through our new licensing program, we are excited to use the power of our iconic brand to bring forward even more new and innovative ways for people to be well.”

Allison Ames, President and CEO of Beanstalk, said, “Beanstalk is honored to be partnering with the iconic Jacuzzi brand.

Over the past several years, we’ve seen the growing importance of wellness in our daily lives. Consumers are deeply focused on their well-being. Jacuzzi enjoys a rich legacy in products that are not only beautifully designed but nurture the body and restore the mind. This is a wonderful platform to develop a licensing program that embodies the Jacuzzi experience through innovative brand extensions that continue to deliver on this compelling brand promise.”

Best foot forward

Premium British brand Mallet London has partnered with Transport for London (TfL), to produce a limited-edition capsule footwear collection; another high-end fashion collaboration enabled by TfL’s global licensing agent, TSBA Group.

The city of London is home to Mallet Founder & Creative Director, Tommy Mallet, and constantly serves as inspiration to the brand. Iconic spots and moments in his personal history have informed Mallet’s creative output, and, as any Londoner will tell you, the Tube is central to experiencing the city. The referencing of Tommy’s home turf is never more present than in this collaboration, linking up with TfL for a two pack of Mallet’s stalwart Knox trainers that celebrate the iconic Tube map. The Tube map - as we know it today - was designed by Harry Beck and first appeared on the network in 1933. As TfL celebrates the 90th year of this instantly recognisable design, Mallet have included a monochromatic take on the historic map with two new slick designs.