PARIS (June 4, 2009)—Michelin has outlined the strategy for its “lifestyle” operations—which use the Michelin branding and imagery on non-tire products—including the creation of Michelin Lifestyle Ltd.
The unit will be based at Michelin's Stoke-on-Trent, England, site. Regional offices are located at Clermont-Ferrand, France; Paris; Tokyo; Shanghai, China; and Greenville, S.C.
The company said it is using its brand on car accessories, sport clothing, maps and guides and satellite navigation systems in addition to tires. Michelin Lifestyle has three main branches: Car and bicycle accessories; shoes; and gifts, clothing and collectors' items.
Michelin Lifestyle will sell licenses to partners, which will allow them to use the Michelin branding under strictly-controlled limits.
Michelin said it retains a close relationship with its licensees and is involved at all stages of product development, including testing, in order to ensure that products bearing the Michelin name meet the firm's quality standards.
Michelin Lifestyle has 85 partners and licensees who together make more than 1,500 different products. More than 12 million items have been sold.