On paper, category extensions are an obvious commercial opportunity for premium luxury brands with strong positioning and loyal followings. In reality, converting these opportunities into a commercial brand success story can be fraught with problems. Operating into new categories needs the same level of product and sourcing expertise that exists in the core business - this can require an entirely new arm to the supply chain. Most importantly the design and quality must align. What at first appears to be a simple strategy can become very complicated in execution.

Luxury brand extensions have been at the heart of Carolyn Cavanough's business for over 20 years. The many successful partnerships and programs she has delivered to market are a testament to her love for brands, products and her incredible global network of industry and supplier partnerships. Carolyn immerses herself in the brand before recommending portfolio extensions, she then works alongside the supply partners every step of the way to bring premium products to market.

thatdifference services include Brand Extension, Licensing Development, Website Development, Product Development, Photography, Brand Storytelling, Celebrity Partnerships, PR, Events and Collection Commercialisation - we are unique in every way to any service currently available in the marketplace for brands.