Moomin Shop owners launch UK distribution channel for popular brand’s toys and books

Retailers looking to get their hands on Moomin children’s toys and books are about to find their efforts eased.

A new distribution company dedicated to delivering Moomin products is set to launch in January next year.

The result of a collaboration between the owners of London’s only two Moomin stores, Design Distribution will represent 50 Moomin licensees from around the world and stock their products in a third-party warehouse in the UK.

Magnus Eglund, co-founder of the Scandinavian design retailer, Skandium is teaming up with Patrick Haddad, the owner of The Moomin Covent Garden Shop to launch the new business.

Until now, sourcing Moomin product has been tricky for retailers who have been directed to Moomin’s numerous licensees. The business marks the first time all Moomin product has been brought under one roof.

The deal comes off the back of the planned opening of a new Moomin store in London’s Camden Market later this week. The store will offer over 3,000 different Moomin products from over 40 different suppliers from around the world, including plush toy and books.

“I’m a life-long fan of Moomin creator Tove Jansson’s work, and have had the ambition to open a dedicated Moomin shop for many years – but was always too busy,” said Eglund of the launch of the new Moomin Shop in Camden.

“I am thrilled to now be opening our doors in Camden Market, which is the perfect place for a Moomin shop with its strong footfall and mix of cool brands like Dr Martens and the Modfather. It’s a shopping destination not just for tourists but also for Londoners.”

Design Distribution is set to launch in January 2018.

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