Global intellectual property (IP) licensing company Artistory has launched its first online store as part of efforts to expand its retail business.

Named ARTiSTORY Collections, the online store is currently live worldwide except in China.

The store will offer an extensive variety of branded fashion, homeware, gifts and stationery products from major museums and cultural institutions.

These include The National Gallery in London, the Museum of Fine Arts in Boston and New York’s Brooklyn Museum.

Products available on the platform will feature designs from ARTiSTORY’s collection of tailored designs, which are inspired by museum partners’ collections.

ARTiSTORY co-founder and CEO Yizan He said: “The launch of ARTiSTORY’s new business comes at an exciting period of growth for ARTiSTORY as more and more cultural institutions and global brands recognise the potential of art and cultural IP licensing to not only boost revenue and sales, but to bring people around the world truly unique products and experiences that inspire and delight them.

“We’re very much looking forward to bringing ARTiSTORY Collections to the world.”

ARTiSTORY co-founder and licensing director Natasha Dyson said: “We’re incredibly privileged to hold global licensing rights to the collections of many leading cultural organisations in the world.

“In partnership with them, we develop contemporary, trend-driven designs inspired by their collections for the products we are bringing to the world with ARTiSTORY Collections.

“Far from being ‘paintings slapped on souvenirs’, the store offers shoppers thoughtfully designed lifestyle products that resonate with all ages.”

ARTiSTORY Collections is part of the company’s larger strategy to increase its retail business.

In addition to the digital platform, the company plans to open pop-up stores in the future and branded platforms in China.

It also plans to launch additional retail concepts to provide a ‘specialised, premium retail experience’ in the coming months.