TLL Staff
Global Merchandising Services has been appointed as the exclusive global licensing agent for BlackCraft, a Southern California-based alternative lifestyle brand.
GMS is an international music, celebrity, and lifestyle merchandising company. The partnership aims to expand BlackCraft’s retail presence, introduce new product categories, and extend the brand’s global reach.
BlackCraft, founded in 2012 by Jim Somers and Bobby Schubenski, started as a small business with a $100 investment and has since grown into a widely recognized brand. Known for its bold designs and alternative ethos, the company emphasizes self-empowerment and self-expression. With Global Merchandising Services now overseeing its licensing, BlackCraft is poised for further expansion.
“Global has no better infrastructure on the planet, no better creative, and I am stoked to be working with industry specialists that equal my passion,” said Bobby Schubenski, co-founder of BlackCraft.
As part of the partnership, BlackCraft has relaunched an exclusive men’s apparel capsule collection at Hot Topic, with an expanded release planned for fall 2025. Additional retailers, including Spencer’s in the U.S. and EMP in Europe, will also carry BlackCraft products, with more retail partnerships expected to be announced.
Beyond apparel, Global Merchandising Services plans to introduce BlackCraft into new product categories, such as footwear, jewelry, stationery, color cosmetics, and food and beverages. The brand will also continue its collaborations with music and pop culture entities, including Ice Nine Kills and Famous Monsters.
“BlackCraft’s unique aesthetic and passionate community make it a perfect fit for Global,” said Benny Lindstrom, CEO of Global Merchandising Services. “We are excited to support Bobby and his team in expanding the brand’s retail footprint and product offerings.”
In addition to its retail expansion, BlackCraft has relaunched its e-commerce platform with a redesigned website and a broader selection of products. With the support of Global Merchandising Services, BlackCraft aims to strengthen its presence in the lifestyle market and reach a wider audience worldwide.