One of the products from the new launched Emily in Paris-themed Sheaffer line.
Credit: William Penn
Bengaluru: Luxury writing instruments retailer William Penn on Friday announced a collaboration between its iconic pen brand Sheaffer and production house Paramount-owned popular Netflix show Emily in Paris, aiming to tap women customers.
Accordingly, the newly-launched Sheaffer x Emily in Paris Collection — ballpoint pens, passport cases, diaries, pouches, and wallets — features stylised colours, signages, and design elements reminiscent of the show.
Explaining the rationale behind the tie-up, William Penn Director Simritha Ranjan said, “Emily in Paris is one of the most-watched series, especially among women, around the world. We just thought that it’s an amazing opportunity to make writing and owning our products stylish.”
William Penn acquired Sheaffer in 2022 from a private equity firm for an undisclosed sum. “It goes back to the market research company we used two years ago, to understand what next... Because we had acquired a brand, and they came back with a peg that we need to veer towards women — an underserved market,” Simritha added.
Sheaffer is keen on opportunities among women customers. In August this year, it launched the ‘Expressions’ collection, targeting both men and women. “Until then, Sheaffer largely served office-going men. We reimagined the brand. And this culminated into the latest collaboration,” William Penn MD Nikhil Ranjan said.