Curated Connections

At The Bureau New York City, we identify untapped opportunities to create incremental revenue that aligns with our clients’ business goals.

As brand agents, we leverage our extensive network and deep industry insights to deliver the right strategies, focusing on securing curated partnerships and licensing deals that elevate our clients’ brands.

We're often referred to as “truffle hunters” due to our ability to uncover hidden deals that convert into measurable, impactful growth. They choose The Bureau for our strategic precision and unwavering commitment to unlocking their brand’s full potential.

ABOUT

The Founder

Hi, I’m John

I have over 30 years in the lifestyle and retail industry, driving innovation and growth for my brands. I founded the Lifestyle Group at Creative Artists Agency (CAA) in 2006 which created and launched dozens of lifestyle brands across all categories. As President of Fred Segal from 2016 to 2021, I spearheaded the launch of some truly innovative experiential retail and engineered a successful sale of the business.

I’ve developed new brands with major retail partners Target, Nordstrom, Macy’s, CB2, and others that generated billions of dollars in retail sales and recurring revenue for my clients. At CAA, I initiated and built Star Avenue Capital, CAA's first private equity fund, where we acquired J Brand and achieved a remarkable 10x return in 24 months.

Previously, I founded Frierson+Mee, a successful branding and licensing agency with 90 people on staff and offices in New York and Paris. The agency managed marketing budgets for fashion and luxury brands that totaled hundreds of millions of dollars.

Now, I’m applying this experience to my latest venture, The Bureau New York City. I'm excited to continue helping brands grow and succeed.

John Frierson

Founder and President, The Bureau New York City

THE BUREAU NEW YORK CITY

(JAN 2021-PRESENT)

Founder and President

(APR 2022-PRESENT)

THIRTEEN LUNE

Head of Corporate Strategy

President

THE NOVOGRATZ

(JAN 2021-APR 2022)

FRED SEGAL

(MAR 2016-JAN 2021)

President

Founder of Lifestyle /Licensing Group

(JUN 2006 - MAR 2016)

CAA

FRIERSON MEE + PARTNERS

( AUG 1985-JUN 2006)

Founder and President

What We Do

Secure Licensed Partnerships for Brand Growth

We find licensing partners that deliver the right strategies to extend our clients’ brands into new categories, new retailers, and new markets.

Discover Valuable Brand Opportunities for Licensees and Licensors

We monitor trends and connect our clients to the most exciting new brands in fashion, home, and beauty.

Tap into Brand Collaboration Opportunities

We unlock hidden collaboration potential and leverage our industry knowledge and extensive network of connections to secure curated partnerships.

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What We Offer

Building a successful brand is an evolving process that requires both a strong foundation and the agility to embrace new opportunities. While our brand journey provides structure, we recognize that growth isn’t always linear.

That’s why we support brands at every stage—whether it’s helping to create a brand from the ground up, build upon an existing foundation to seek new opportunities, or support into new areas of growth for long-term success. Clients can engage us for the full journey or select the services that best fit their needs.

  • A brand’s foundation starts with a story that resonates and an identity that stands out. We craft narratives that capture a brand’s essence, define its market position, and develop a distinct visual and verbal identity. This stage sets the tone for long-term success, equipping brands with essential tools for licensing and collaborations and retail growth—from strategic positioning to brand guidelines and product development inspiration.

    Services

    • Origin Story Creation & Brand Positioning

    • Brand Messaging Development

    • Logo, Brand Identity & Guidelines

    • Brand Book Development

    • Marketing & Sales Support Materials

    • Photography & Visual Assets

    • Product Line Extension Inspiration

  • This is where a brand evolves from a singular idea into a thriving ecosystem, expanding its reach through licensing, and collaborations strategic partnerships that amplify visibility, unlocking new audiences and revenue streams. 

    Often referred to as “truffle hunters,” we specialize in uncovering hidden opportunities and transforming them into measurable growth. By identifying the right deals, forging meaningful connections, and strategically expanding into new markets, we help brands extend their presence in ways that ensure they don’t just exist but continuously evolve, staying top of mind and woven into consumers’ lives.

    Services

    • Complete Talent Representation

    • Brand Partnerships

    • Curated Partner Outreach & Messaging

    • Strategic Deal-Making & Business Development (Domestic & International)

    • Sales & Distribution to Retailers and Distributors

    • Proposal Writing, Agreement Negotiation & Execution

    • New Distribution Platforms

  • As a brand expands through strategic partnerships, licensing, and collaborations, we also provide the marketing support needed to amplify awareness, drive consumer engagement, and unlock new revenue streams. 

    Whether collaborating with your team or leading the process, we ensure every initiative strengthens your brand’s presence and fuels long-term growth.

    Services

    • Retail Presence: POS (Point of Sale) & POP (Point of Purchase) materials

    • Advertising & Media: Strategic campaigns across digital, print, and social

    • Events & Activations: Experiences that bring the brand to life

Case Studies

Our Team
& Collaborators

At The Bureau New York City, we collaborate with seasoned professionals across every discipline in the licensing and partnership journey. Our group continually expands to meet clients' needs. Meet our core members here.