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Belly Button Designs eyes licensing

Belly Button Designs is looking to expand its business, appointing Licensing Link Europe to grow the brand into numerous consumer products categories.

The design-led publisher – which started nearly 30 years ago with a Prince’s Trust grant – designs and manufactures its luxury cards in the UK, selling to independent retailers as well as the likes of John Lewis, Sainsbury’s and Waitrose.

With the core business very well established in the stationery and greeting cards space, Licensing Link Europe will be focusing on other home-based categories. This will include dated stationery to complement the current offer, soft furnishings, home textiles, bedding and home fragrances.

“The looks we create reflect perfectly what consumers want – we have seen that for ourselves through our cards and the selection of gift lines we now produce ourselves – so we feel it is the perfect time to expand the brand further,” commented Rachel Hare, founder of Belly Button Designs. “Our designs are memorable and have longevity and would work well across so many lifestyle and homewares products.”

Ian Wickham, director of Licensing Link Europe, added: “Good design and lifestyle are all year round propositions that consumers buy into as a considered choice. They are not about what’s performing well currently on TV or box office releases where there is a shorter window of opportunity. This is about beautifully delivered creative that offers low risk return to a consumer who is looking for something different in the market. Belly Button Designs certainly deliver on all fronts from a licensing perspective.”

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