Danilo’s Dan Grant on why there’s a massive opportunity for licensed product at retail.
The retail landscape is ever-changing and that has probably never been more evident than now, and for licensees this presents a whole new set of challenges.
The Source asked some key names how they see the future of licensed product at retail and where potential further growth could come from.
Today: Dan Grant, licensing director, Danilo
“I think it’s about having the right balance of bricks and mortar retail and online, while at the same time being flexible and dynamic to the change that is happening in shopping habits.
For the greeting cards market, consumers will want to go into shops and browse the fixture for the right card and wrap for the recipient. Our category also sits at a relatively low price point, so selling online is not that effective – unless you are selling personalised cards where online retail is ideal.
There is still a massive opportunity for licensed products at retail. New sectors such as gaming and lifestyle brands appear to be gaining more buy in at retail versus the traditional character licences, so it is really a case of being reactive to change and gearing up your licensed product offer to current trends.”