After rebranding from Monitronics to MONI less than two years ago, the company announces it has entered an exclusive trademark licensing agreement with The Brink’s Company. Under terms of the agreement, the subsidiary of Ascent Capital Group will have exclusive use of all Brink’s trademarks related to the residential smart home and home security categories in the U.S and Canada, and Brink’s will receive minimum and growth-based royalties that will increase over time as the Brink’s Home Security brand is reintroduced.
Brink’s President and CEO Doug Pertz says, “For over 150 years, the Brink’s name has been synonymous with trust, safety and security. This agreement represents an exciting milestone that provides a foundation for us to further leverage an already powerful brand. With approximately one million subscribers, MONI is one of the largest and most reputable home security companies in the U.S. We look forward to helping them accelerate their growth as the new Brink’s Home Security. Our shareholders will benefit from the reintroduction of the Brink’s brand into this segment through increased brand equity and recurring royalty income.”
First-year royalties are expected to total approximately $5 million and could more than double if the business grows as planned. The agreement provides for an initial term of seven years and allows for subsequent renewal periods, subject to certain performance metrics, that extend the agreement beyond 20 years. The rollout of the Brink’s Home Security brand, which will result in a complete rebranding of MONI, is expected to be completed in the second quarter of 2018, according to an announcement.
