Trollbeads reveals first-ever UK concept store


Cambridge city centre shop will officially open on November 21.

Trollbeads is set to open its first UK concept store on Market Street, Cambridge, with the final details of the space confirmed this week in the presence of the brand’s chief executive officer Jan Stig Andersen and head of retail Søren Busk.

The franchised shop is due to open in November, with the final touches currently being made to the boutique, located in the centre of the historical university city. It is anticipated Trollbeads will roll out further franchise shops in the coming year. 

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The space will be led by shop owner and jewellery retailer Shay Ginat. It is the first franchise in the UK dedicated to selling Trollbeads, and follows a franchise agreement signed at the company’s international headquarters in Copenhagen.

Ginat will officially open the shop on Friday November 21, with a VIP launch evening due to take place on November 20.

Trollbeads chief executive officer Jan Stig Andersen and Trollbeads head of retail Søren Busk met with Trollbeads UK chief executive officer David Riddiford and Trollbeads sales director Henrik Leth Møller , where the final details of the franchise were agreed with Ginat and general manager Helen Skidmore.

Riddiford said of the franchise: "We are delighted to announce Trollbeads Cambridge as our first concept store in the UK. The location, in a busy shopping street at the centre of the beautiful city of Cambridge, is a perfect beginning for us to build our high street presence which is hugely important in increasing consumer awareness of our product and will benefit our business and that of our retailers. Cambridge is our first franchise in the UK and we look forward to opening further stores throughout the country in the future."

Ginat has worked in contemporary jewellery retail for the past 12 years, focusing on composable charm and bead jewellery. He said: "With many years experience of retailing composable jewellery we are ideally placed to work with the original charm bead company.

"The quality and craftsmanship of Trollbeads is what originally excited us about the brand and the ethos of the company is a great fit for our own. Looking forward we are thrilled to be part of this new and exciting chapter for Trollbeads in the UK," Ginat added.

The Danish brand recently announced the success of its UK shop-in-shop concept, with 20 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. 


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