Global Merchandising Services announced its appointment as the newly appointed Global Licensing Agent for The Vita Coco Company, Inc.’s Vita Coco®— the world’s leading coconut water brand and a fast-growing platform in the better-for-you beverage space.
Under the agreement, Global Merchandising Services will develop and execute a worldwide licensing program focused on categories, including fashion lifestyle, beauty & wellness, strategic collaborations, and limited-time offerings (LTOs), designed to extend Vita Coco’s distinctive brand personality into new retail avenues.
Founded in 2004, Vita Coco helped pioneer the modern coconut water category and has grown into a leading better-for-you beverage company with expanding innovation platforms spanning coconut water, coconut juice, Vita Coco Treats®, and other better-for-you beverages. The brand continues to benefit from powerful consumer trends including active hydration, skin health, functional wellness, and younger urban shoppers seeking authentic brands with personality. Vita Coco has evolved from a category pioneer into a global lifestyle brand rooted in accessible wellness.
“Ongoing growth has positioned Vita Coco as far more than a beverage — it’s a mindset and a lifestyle brand with enormous cultural relevance,” said Oli Stanton, Global Merchandising Services. “We see tremendous opportunity to build thoughtful partnerships that authentically extend the brand into fashion, wellness, and collaborative experiences, creating programs that excite consumers while delivering meaningful value to retail partners worldwide.”