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An international view: “The industry needs new ideas and strategies”

Garda Lakers’ Hartmut Leger on why we need more ‘brave and crazy’ collaborations and sustainable products.

The COVID-19 pandemic has affected every country across the globe. has been catching up with a selection of licensors and licensing agents from Europe, the US and Russia to find out more about how their businesses have been affected and how they see the rest of 2020 playing out.

Today, we head to Italy to get the views of Hartmut Leger, founder, Garda Lakers.

“We lost more than three months of business, however, we have developed some ideas for the upcoming season, sent out press releases in the B2B and B2C sectors and have undertaken some other activities.

We have changed the Garda Lakers’ slogan from ‘Wind of Victories’ to ‘Tribute to Italy’ during this time, as a symbol of solidarity in these days, weeks and months. In addition, we sent out social distance greeting cards to our partners via email to stay in contact and bring us closer together. We have also created some designs that we have donated for solidarity shirts.

However at the end of the day you need face to face meetings with your partners to push the business in the right way.

The licensing industry needs new ideas and strategies, more brave and crazy collaborations, transparency and sustainable products to build brand trust and long-term relationships with the customers and fans.”

This feature originally appeared in the summer 2020 edition of Licensing Source Book. To read the full publication, click on this link.

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