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10 Minutes With … La Plume Doree on Licensing in France

License Global catches up with Alexis Krikorian, chief executive officer, La Plume Doree about trends in the French licensing space, as well as in luggage, accessories and stationery categories.

License Global

January 12, 2023

2 Min Read
Alexis Krikorian.
Alexis Krikorian.La Plume Doree

La Plume Doree began licensing business in 1997, in the Sport category with French football team Olympique de Marseille. For 25 years, La Plume Dorée has become a key partner for licensors and Retailers for the back-to-school season with backpacks, stationery and accessories. 

What do you look for in a licensing partner and how do you identify those potential partners? 

Alexis Krikorian: We are looking for a long-term partnership first, and sustainable characters, brands that cover all channels and multiple countries. 

Do you have any examples of licensing done right, from a La Plume Doree perspective?  

Our most successful partnerships include Paris Saint-Germain, French Football Federation, Pokémon, “Naruto” and for 2023, Super Mario within backpack, schoolbags, sport bags and mugs categories. 

How would you describe the licensing space in France currently? 

There is still plenty of room for growth, despite a fierce competition with many properties proposed each year and with retailers developing their own designs in private labels.  

Nevertheless, we continue perform with a double-digit growth each year. 

End consumers are looking for novelties, added value and new shapes. 3D and recycled products are the current trends.

You will have a presence at the inaugural France Licensing Day in Paris in March, being the event’s bag sponsor. What are your reasons for being there and what do you hope to get out of the event? 

We see France Licensing Day and Licensing International Awards as a great way to meet our licensors and peers’ cross categories, and to build cross activations. 

What can we expect from La Plume Doree in 2023? Have you got anything in the pipeline that you are able to share with us? 

In 2023, we expect to be strong in gaming and manga ranges. We will have some exciting new products at retail. 

 

France Licensing Day and the Licensing International Awards will take place in the surroundings of Cité Internationale Universitaire de Paris in Paris, France, on March 9. 

Click here to find out more about exhibiting of visiting France Licensing Day 2023.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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