By Emily Goddard

glasgow 2014 logoNovember 15 - Glasgow 2014 has appointed Venue Retail 2014 Ltd (VRL) - the firm behind merchandise sales at London 2012 Olympic venues - to deliver the merchandise programme for the Commonwealth Games, it was announced today.

After operating the biggest in-venue merchandise programme in Olympic history at this summer's Games in London, VRL will manage the entire merchandising operation at Glasgow 2014, driving revenue through the sale of some 1,500 types of commemorative items.

The British company will be responsible for delivering the full range of Commonwealth Games products and granting licenses to third-party merchandise suppliers, as well as running shops at venues, live site kiosks, other local retail outlets and online sales.

"Being involved in the success of the London 2012 Olympic merchandise operation makes VRL a perfect match for Glasgow 2014," said Ty Speer, deputy chief executive of Glasgow 2014.

"They have an abundance of expertise within their organisation from brand licensing to product development and sports venue retailing.

"We are looking forward to having VRL deliver the most successful Licensing and Merchandising programme in Commonwealth Games history."

london 2012 merch shopThe team behind VRL was responsible for London 2012’s in-venue merchandise programme – the biggest in Olympic history

For Glasgow 2014, an initial range of the products, which are being used to showcase the creativity of Scottish firms, will be available for public sale prior to Christmas next month, with the full range to be launched in 2013

VRL managing director Robert Porter-Smith said: "We are delighted to have been granted the master licensing and retail rights for Glasgow 2014 and relish the opportunity of working with the team in Glasgow to ensure we deliver the biggest and best merchandising and retail programme for a Commonwealth Games.

"We look forward to expanding and developing our product ranges and retail offerings – and our licensees – as we develop and grow through 2013 and into 2014 and Games time."

Contact the writer of this story at [email protected]