MONI to License the BRINKS Home Security Brand
MONI Smart Security, No. 4 on the SDM 100, announced an exclusive, long-term, trademark licensing agreement with The Brink’s Company, which will result in a complete rebranding of MONI and LiveWatch as BRINKS Home Security.
“A strong brand is critical in the new era of the smart-home,” said Jeff Gardner, MONI’s president and CEO. “Through this agreement with BRINKS, we will go to market with the No. 2 nationally recognized home security brand that symbolizes strength, security and, most importantly, trust. The BRINKS name provides us with a more dynamic growth profile and strengthens MONI’s position as a leader in the growing smart-home security market. This is truly an exciting opportunity for our dealers, customers, employees and investors.”
Doug Pertz, CEO of The Brink’s Company, said, “For over 150 years, BRINKS has been synonymous with trust, safety and security. Our agreement with MONI brings our iconic brand back to the forefront in the home security market in a way that is mutually beneficial for both companies and provides consumers with a single, compelling source for their home security needs.”
Under the terms of the agreement, MONI will have exclusive use of the BRINKS and BRINKS Home Security trademarks related to the residential smart home and home security categories in the U.S. and Canada. MONI will pay Brink’s customary licensing fees and minimum and growth-based royalties that will increase over time as the BRINKS Home Security brand is reintroduced. MONI expects to pay first-year royalties of approximately $5 million. The agreement provides for an initial term of seven years and, subject to certain conditions, allows for subsequent renewal periods whereby MONI can extend the agreement beyond 20 years.
The rollout of the BRINKS Home Security brand is expected to be complete in the second quarter of 2018. For information, please visit brinkshomesecurity.com.