The winners of the Brand & Lifestyle Licensing Awards (B&LLAs) 2025 were announced on April 24 at an awards event held at the Royal Lancaster London.

Hosted by fashion designer Jeff Banks, the brand licensing community’s annual get-together was attended by some 450 retailers, licensees and brand owners who shared in the joy as the worthy winners made their way to the stage to collect their trophies.

The grand finale of the awards ceremony was the Brand Ambassador Award, which was presented to Ian Downes, MD of Start Licensing, for his continued contribution to the dynamic brand and lifestyle licensing sector.

The winners are:

The B&LLAs Rising Star Award: Jack Hendy, licensing development executive, Royal Horticultural Society (RHS)

Best Brand Licensed Fashion Accessories or Lifestyle Product or Range: V&A Jewellery Collection for Oliver Bonas from Meller Designs

Best Brand Licensed Food or Beverage Product or Range: Baileys Cream Range from Arla

Best Brand Licensed Health & Beauty Product or Range: Historic Royal Palaces Royal Blossom Collection from Percy & Reed

Best Brand Licensed Adult Apparel Product or Range: National Trust AW24 Collection from Craghoppers

Best Brand Licensed Gifting Product or Range: Royal Horticultural Society (RHS) Adult Arts & Crafts Range from West Design Products

Best Brand Licensed Homewares, Kitchen & Tabletop Product or Range: Eleanor Bowmer Electric Coast Collection from Pure Table Top

Best Brand Licensed Children’s Product or Range: Natural History Museum Personalised Preschool Childrenswear Range from My 1st Years

Best Brand Licensed Electrical &/or DIY Products or Range: English Heritage Lighting Range from Dar Lighting

Best Brand Licensed Home Decor Product or Range: Morris & Co Collection from Habitat

Inspired Innovation Brand Licensed Product or Range Award: Country Living Caravan from Barefoot Caravans

The Sustainability Brand Licensed Product or Range Award: Eden Project Mattress Collection from Hypnos Beds

Best Fashion Retailer of Licensed Brands: Next

Best Department Store or Mixed Retailer of Licensed Brands: M&S

Best Supermarket of Licensed Brands: Sainsbury’s

Best Specialist Retailer of Licensed Brands: Dunelm

The Radar Award: Barker and Stonehouse

Best Licensed Heritage or Institution Brand: Royal Horticultural Society (RHS)

Best Licensed Lifestyle Brand: Goodyear

Best Licensed Design-led Lifestyle Brand: Morris & Co

Best Licensed Food or Beverage Brand: Baileys

Best Licensed Fashion or Talent Brand: Kelly Hoppen

Brand Licensing Ambassador of the Year 2025: Ian Downes, MD of Start Licensing