i+D - March/April 2019 - 24

Business
of Design
Licensing

Stacy Garcia,
Stacy Garcia, Inc.
and LebaTex, Inc.
(Image: Stacy Garcia)

Licensing vs. Private Label
Another product-development avenue that designers can consider is private label.
With private label, designers hire a manufacturer to produce a product line they develop
themselves. In such a situation, the designer funds the production costs and also has to
manage and fund the shipping, marketing, distribution, and all other aspects. Because
designers are creating the line themselves, they have complete control over all aspects of
the product and its development.
There are pros and cons to both licensing and private label. With private label, the designer
will earn a much higher cut of the sales than on a licensed collection where they receive only
a small percentage of sales. But, with a licensing agreement, the manufacturing partner
is undertaking all the expense of product development, marketing, and distribution. They're
also using their prowess, industry contacts, and expertise to turn that designer's sketches
into a real product displayed in a showroom.
In addition to her licensed collections, Richardson has done the private-label route and
agrees that there are advantages and disadvantages to each path. With private label,
"you get a bigger piece of the pie when you sell it, but there's also a lot to consider,"
she says. "As a small business, I have a lot on my plate. So, for me, the upside of a licensing
partnership is that everybody can do what they do best. What I do best is design homes and
think about products I'd like to [see] introduced, as opposed to thinking about logistics,
manufacturing, compliances, shipping, and so on."

Designer Stacy Garcia, meanwhile, used private
label as a way to parlay her brand into a licensing
entity. A former in-house textile designer (and a
one-time intern at Ralph Lauren, where she first
learned about the world of licensing and knew
she wanted to be a part of it), Garcia pitched
her designs to numerous textile companies with
no success. She finally sunk her life savings into
producing her own collection, eventually starting
her own company, LebaTex, Inc., which primarily
produced hospitality and commercial products.
Her own collections took off, opening doors
to offer up the Stacy Garcia brand to licensing
partnerships. She currently has 23 active licensed
partners and is now expanding into residential.
She also has founded several business enterprises,
including Stacy Garcia, Inc.

"The success I have seen
is when the designer is
really engaged in the
process, at all the initial
meetings, bringing ideas
to the table. ...Your name
is on it, you should
be engaged with it."
-KEITH GRANET,
GRANET & ASSOCIATES

Where your vision feels right at home.
From pergolas and trellis, to planters, arbors, and more, Walpole will meet your custom
design needs. Crafted in AZEK®. Call 800-343-6948 or visit walpoleoutdoors.com
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http://www.walpoleoutdoors.com
i+D - March/April 2019

Table of Contents for the Digital Edition of i+D - March/April 2019
