RJ Scanlan has been appointed the new distributor of Trollbeads in Australia and New Zealand.
The Melbourne-based company will officially begin distributing the Danish beaded jewellery collection, which was previously distributed by Webber & Tonkin, in August.
RJ Scanlan general manager Stephen Brown said the company is planning to “significantly increase the marketing spend” for Trollbeads to increase the brand’s marketshare.
“We believe in the brand; its quality, its dedication to design, its point of difference with ‘every bead has a story’ and its marketing and POS imagery,” he said.
“The 2011 Trollbeads advertising images are so memorable we believe they will have great impact and brand recall with consumers, so a major part of our budget will be on magazine advertising.”
Trollbeads started life as ‘Troldekugler’ in 1976 in a small jeweller’s store in Copenhagen.
Today the company employs “more than 50 talented designers” and exports its beads around the world.