Bead brand says move won’t affect daily operations of distributor.

Trollbeads has announced the acquisition of a majority sharehold in its UK distributor Fable Trading Ltd.

While the terms of the transaction were not disclosed, Fable Trading founders Sarah and Richard Morfoot will maintain an interest in the business, which will become a subsidiary of Trollbeads and renamed Trollbeads UK Ltd. Fable Trading Ltd was established in 2005 as sole distributor for Trollbeads in the UK and Ireland.


The Danish jewellery brand will shortly announce the appointment of a new chief executive for Trollbeads UK, who will report directly to Trollbeads’ global headquarters in Copenhagen. The changes aim to strengthen the brand’s position in the UK marketplace.

Trollbeads said the acquisition of Fable Trading does not entail changes to daily operations or the organisation of the acquired company, which will maintain its head office in Bristol.

Trollbeads chief executive Jan Stig Andersen said: “The UK is a very important market for Trollbeads and the second largest jewellery market overall in Europe. The acquisition of Fable Trading Ltd establishes an even stronger platform for our business and allows us to develop Trollbeads’ major potential in the UK market through closer proximity to our customers."

At present Trollbeads distribution covers more than 35 countries. In most countries distribution is handled by independent local distributors, with the exception of the US and Scandinavia, where distribution is handled by subsidiaries of Trollbeads.

The creation of Trollbeads UK follows the brand’s launch of its new concept in personalised jewellery, X by Trollbeads. The brand today opens a new flagship store on the main shopping street in Copenhagen.