A Norwich business which creates images for supermarket websites is set to gain a foothold in the American market after striking a partnership deal with a US company.

Brandbank, based in Whiffler Road has announced the alliance with itemMaster to generate one single global trusted source for brand manufacturers to create, manage and distribute their digital assets, product images and product content to all its consumers, wherever and whoever they are.

The firm, which employs more than 200 staff, has been pursuing a growth strategy centred around expanding into overseas markets including Ireland, Poland, the Czech Republic, Malaysia and China.

Rob Tarrant, chief executive, said: 'It's a partnership at the moment. We are privately funded and they are privately funded. There is no equity on either side, but if the partnership worked, we could seek a stake in the US business.

'From a growth perspective it enables us to enter the US market. They work with some of the biggest global brands, and what we are looking to do is effectively set up a licensing agreement with them.

'A couple of big brands have been saying to us that they would like to be able to deal with a 'Brandbank USA' and this enables us to take that first step towards it. They will be delivering a Brandbank service through their own contacts.'

He said that by bringing together expert resources, processes and technologies from both companies, Brandbank and itemMaster will have a managed global service that will optimise the value of product content for retailers, manufacturers and brand owners.

'With the importance of accurate and engaging product content growing exponentially, this alliance will give brands the ability to create, manage and distribute shopper marketing content anywhere in the world consistently and quickly, the way that suits them and their partners,' he added.

'Being able to make great content available is critical in today's omni-channel world. Brandbank and item-Master share a vision to help brand owners deliver a better experience to shoppers at all touch points.'

DeWitt Cook, co-founder of itemMaster said: 'This is ideally timed. The industry is demanding a higher quality but cheaper, simpler approach to meet the needs created by digital media and consumer-facing apps, and the partnership between itemMaster and Brandbank is the answer. Our retail and e-commerce customers will benefit greatly from the sharing of our best-in-class technologies and processes.'

shaun.lowthorpe@archant.co.uk