Crumble & Core Expand Licensing Reach

U.K. independent greeting card company, Crumble & Core, is extending its licensing arm into northern Europe with the appointment of Germany-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 its core product ranges, as well as launching a bespoke artwork service to offer visitor attractions a point of differentiation 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,” says Louise Pike, founder, co-owner, 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.” 

“We are delighted to be working with Louise, Jilly and Lucy on this lovely art and design brand,” says Anita van Esch, owner, founder, Active Merchandising. “Our focus will be stationery, home furnishings and gifting where we have already developed some nice product ideas that 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 its efforts on securing partners across a wide range of categories for Germany, Austria, Switzerland, Belgium, Netherlands and Luxembourg, utilizing Crumble & Core’s array of both watercolor artwork as well its 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 Football Association in various commissioned designs, bringing their bespoke artwork service into the sporting arena.