The world-famous Parisian cabaret Moulin Rouge has appointed The Point.1888 to expand the brand into licensing.

The Moulin Rouge, named after the iconic red windmill on its roof, has a rich history spanning over 130 years. Its revue show Féérie is enjoyed by 600,000 guests every year, while its dazzling universe has inspired countless books, experiences, and movies, including Baz Luhrmann’sMoulin Rouge! (2001).

By teaming up with The Point.1888, Moulin Rouge will use brand licensing to extend its brand’s territory and boost engagement with its loyal fans.

The Point.1888 follows a retail-first model, whereby new products are created based on the gaps it sees at retail alongside what it thinks the brand’s target demographic might like, an approach that resonated with Moulin Rouge. The brand has thousands of stories to tell and The Point.1888’s intention is “to ensure that the new products and experiences developed tell these stories, and encapsulate the glitz and glamour of the much-loved brand”.

Commenting on the appointment, Rosanna Cousins, Retail Manager at The Point.1888, says: “Moulin Rouge is all about storytelling, and this ultimately is what we do here at The Point.1888. We help brands tell their stories, so to work with a brand with such creative flair and history is a real privilege.”

Eloïse Daire at Moulin Rouge added: “We immediately liked the innovative, retail-driven approach of The Point.1888. They were quick to grasp the objectives and challenges for our brand in the UK and proposed an interesting vision for our target demographics. We’re looking forward to developing inspiring new Moulin Rouge products and experiences along with them.”