US-based Jewel Branding & Licensing and UK-based Metrostar are exhibiting together at this week’s Brand Licensing Europe, showcasing the success and global growth of New York Botanical Garden.
The joint presence underscores the major international growth of NYBG’s bespoke licensing programme, which continues to expand across home, fashion, HBA and lifestyle categories worldwide.
In addition to traditional style guide artwork, NYBG offers a more bespoke approach to licensing, creating one-of-a-kind storytelling opportunities that are custom-built for each brand. This reflects a shift from the traditional licensing product development process toward more collaborative, content-rich partnerships.
With resources like the LuEsther T. Mertz Library’s Rare Book Collection, partners can develop unique collections with historic roots, authentic botanical inspiration, plus a deeper connection to NYBG’s mission. Once licensed products are created, partners also have opportunities to build custom content and host special marketing events on-site at the Garden, bringing the collaboration to life in a meaningful and highly experiential way.
“NYBG’s licensing program has reached a level of global momentum that reflects both the timelessness of its botanical archive and the strength of our partner network,” commented Julie Newman, founder and ceo at Jewel Branding & Licensing. “Joining forces with Metrostar at Brand Licensing Europe allows us to showcase that momentum to the European market in one unified presence.”
Claire Potter, md at Metrostar, continued: “Metrostar is proud to partner with Jewel in bringing NYBG’s botanical storytelling to new markets across the UK and Europe. The response we’ve seen from retailers and consumers alike speaks to how universally resonant this brand has become.”
NYBG continues to thrive in the global fashion space, with a growing roster of international collaborations spanning Europe and Asia.
Following the success of the initial Reiss | NYBG collection, which launched globally in spring 2025, Reiss introduced a new collection for spring 2026. Inspired by NYBG’s rare book collection, the SS26 Reiss | NYBG collaboration reinterprets intricate and vibrantly colored butterfly and floral illustrations through a modern Reiss lens, supporting NYBG’s work in global plant research, conservation, horticulture, and education. Development is already underway for another collection in spring 2027.
A partnership between Liberty Fabrics and NYBG launched earlier this year with products including crafting fabric, interior fabric, fashion fabric, ready to wear and scarves. The teams from the UK print house and retailer created a series of patterns inspired by a visit to NYBG’s archives that convey the connection flowers have between the US and the UK.
In Korea, Barrel Swimwear launched its NYBG collaboration in May, spanning women’s and men’s swim and lifestyle apparel and accessories. A second collection, including kids’ styles, was released in July/August. Additionally, Rowoon introduced an NYBG stationery, gift, and home collection with its first phase launched in early June and continued through August.
In Japan, fashion brand emmi launched an NYBG women’s fashion and accessory collection which beautifully incorporated botanicals from NYBG’s archive.
The partnerships come on the heels of a growing number of global fashion partners including CottonOn and BioWorld.
The brand also continues to expand in the home, gift and stationery category with new partners including SelectBlinds, Blinds2Go, Tuiss, Thalia, Paperblanks, Madara Cosmetics and Portico.
The launches follow a wave of momentum for the brand including the debut of a new home collaboration with GreenRow in May, spanning bedding, table linens, wallpaper, lighting and tabletop categories, plus the continued success with long-standing partner Tea Forté, which introduced the Volaré Collection featuring botanical-inspired tea blends.
Christa Boeke, vp retail and e-commerce and brand licensing, continued: “NYBG’s licensing programme is seeing extraordinary global momentum because the brand offers partners something truly distinctive: a world-renowned botanical authority, an unmatched archive of rare books and illustrations, and a mission that gives every product a deeper purpose. From fashion and swimwear to home, gift, stationery and interiors, our partners are translating NYBG’s heritage into collections that feel design-forward, commercially relevant, and deeply connected to the way consumers want to live today. We’re excited to continue expanding the programme with best-in-class licensees around the world.”
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