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“Enesco is in a unique position for the summer”

Aylish Ellwood, product manager and licensing development at Enesco, on the summer feel-good factor and driving additional sales into the trade.

As we enter into summer, asks a selection of licensees what their trading expectations are for the season, how sell-through is going in their sector, if stock levels are beginning to open up and what situation they would like to be in entering Q3.

Today: Aylish Ellwood, product manager and licensing development, Enesco.

“The first quarter was tough for Enesco with a large number of retailers sitting on stock that they purchased in Q4 2022, with a real focus on managing cash flows through the period. We see summer as a time when the retailers should have sold through their overstocks and are looking to make sure they capitalise on the feel-good factor that summer brings.

Enesco is in a unique position for the summer with our new distribution agreement on Newell brands home fragrance ranges – Yankee Candle, Woodwick and Chesapeake bay helping us to drive additional sales into the trade. We have also recently launched a new range of Scion homewares and pet items which take us into new categories and new channels of distribution. We see summer as a turning point and when sales will pick up significantly versus last year.

Sell-through was slow in Q1 2023, however we are continually trying to create interest in the market through the use of social media and marketing initiatives.”

This feature originally appeared in the summer 2023 edition of Licensing Source Book. To read the full publication, click on this link.

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