Trollbeads’ new display concept rolled out across 20 stores.

Trollbeads is celebrating the successful roll out of its new shop-in-shop concept, with 20 participating retailers investing in the first stage of the programme.

Independent retailers including Acotis, Ainsworth the Jewellers, Andersons of Warwick, Caboodle, Francis & Gaye, Hooper Bolton, Grace & Co, Moore and Scrupps and Steffans are among the stores who have recently opened a Trollbeads shop-in-shop.


The new package includes premium window displays, large counter units, wall units and a touch display enabling customers to handle the beads.

Sales staff from participating stores have so far been impressed with the new offering, with Steve Finch from Caboodle, Weston-super-Mare, noting: “Since putting the beautiful furniture right in the front of the shop, it has created a lot of new interest in the Trollbeads brand. People can’t help but notice it as they walk into the shop, so this in turn has created more sales and attracted new collectors.”

Trollbeads UK sales director Henrik Leth Møller commented: “Trollbeads shop-in-shop is specially structured to communicate the unique Trollbeads concept and illustrate the imaginative stories linked to the jewellery. Customers are able to handle and view the pieces and to understand the creativity of the design which is critical to understanding the brand.”

“To have 20 stores on board so soon is a fantastic result and demonstrates a strong commitment to our brand amongst independent retailers. We look forward to the next stage in our roll out of shop in shops which is planned to take place in September/October, extending the programme further in the next phase.”

The new shop-in-shop concept can be viewed at Trollbeads Stand K10 at International Jewellery London from August 31 to September 2 2014.