The Copenhagen-based parent company of charm manufacturer
Trollbeads will take control of the product’s U.S. distribution, it announced
Jan. 27.

Up until now, distribution has been handled by Columbia,
Md.–based Lund Trading.

The son and daughter of founder Peter Aagaard will be in
charge of the North American business, and have already set up a 20-person
office in Princeton, N.J.

“Trollbeads has felt the brand has not been as
recognized or understood as some of its competitors,” spokesman Gordon G.
Andrew tells JCK. “They plan a higher investment in terms
of marketing and promotions to raise awareness of Trollbeads.”

“Retailers won’t notice any difference,” he adds. “It
will be a seamless transition.”

Andrew notes that North America will be the only market where the
family has direct control of distribution. The company currently sells to 1,000
stores in the North American market, which includes the U.S., Canada, Mexico,
and the Bahamas.

“They are looking to expand that number,” Andrew says.

JCK