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Crumble & Core Signs Agent to Extend European Business

Crumble & Core Signs Agent to Extend European Business

UK independent greeting card company, Crumble & Core, are extending their licensing ambitions into northern Europe with the appointment of German based licensing agency Active Merchandising. Since 2022 the family run Sussex based business has focused on a growth strategy that has not only embraced licensing but also included embarking on a new design direction to support the growth of their core product ranges, as well as launching a bespoke artwork service to offer visitor attractions a point of difference for their customers.

“We have had some previous success in the German market and recently extended our partnership with The Art Group, Netherlands to produce and distribute our designs in the Benelux market, so it made sense for us to look at how we could bring licensing into the mix and also broaden our core business through a licensed greeting card partnership,” commented Louise Pike, Founder and Co-Owner of Crumble & Core. “We wanted to work with a boutique agency who could help us develop our licensing ambitions in these markets so partnering with Active Merchandising made a lot of sense to us.”

Active Merchandising owner and founder, Anita van Esch commented “We are delighted to be working with Louise, Jilly and Lucy on this lovely art and design brand. Our focus will be stationary, home furnishings and gifting where we have already developed some nice product ideas which have been well received by the potential partners with whom we have been in discussions.”

With a network of licensee and retailer contacts across Northern Europe, Active Merchandising will be focusing their efforts on securing partners across a wide range of categories for Germany, Austria, Switzerland, Belgium, Netherlands, and Luxembourg utilising Crumble & Core’s array of both nostalgic watercolour artwork as well their bolder surface pattern designs.

Crumble & Core recently signed a deal to become an official supplier of greeting cards and boxed sterling silver earring cards to the Scottish FA in a range of specially commissioned designs bringing their bespoke artwork service into the sporting arena.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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