London's National Gallery is attempting to crack the US market, appointing a licensing agency to develop a multi-tiered retail strategy for the institution.

The museum has appointed New York-based The Wildflower Group (TWG) to develop the strategy, which includes an e-commerce destination and a bricks and mortar retail programme.

With more than five million visitors per year, The National Gallery in Trafalgar Square is one of the top ten most visited museums in the world. Its collection includes more than 2,300 paintings, with works by such masters as Van Gogh, Monet, Velazquez, Raphael, Turner and Cézanne among these. It also has around one million followers on social media platforms.

TWG is to work alongside the Gallery’s UK licensing agent JELC to develop a licensing programme in the US, seeking licenses in categories such as home decor, stationery, gift, publishing, fashion and accessories.

The appointment is part of a bigger plan for international expansion, said Judith Mather, buying and brand licensing director of the National Gallery Company. “The National Gallery Company is excited by the online and bricks and mortar opportunities in this region. This is part of our strategic ambition to grow the National Gallery brand internationally.”

For TWG, there is plenty to work with, according to its founder and principal Michael Carlisle, who said: “The National Gallery offers a unique heritage brand with deep assets and priceless authenticity.”