Brandchisor finds ally in Big W

LISTED Broadbeach franchisor Allied Brands has received another major boost in combating its falling share price with department store giant Big W taking on its Baskin and Robbins confectionary products.

In addition to re-branding capital obtained from the US for other Allied Brands franchises, the new deal will see three Baskin and Robbins products trialled in 50 Big W stores nation-wide.

CEO Shane Radbone says the agreement ensures greater reach for the Baskin and Robbins brand, which is already the company’s biggest franchise with more than 90 stores across every state and territory.

“This is a major win for the Baskin and Robbins brand in Australia, as we try to build greater brand equity. The opportunity for the brand to build greater awareness is significant,” says Radbone a statement to the ASX.

The contract is not expected to have material impact on Allied Brand’s FY10 results.