In Conversation With… Erve

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Erve Group was established in 1985 in Brussels and has grown into one of the biggest European licensed apparel suppliers. It now has 70+ licences in its portfolio – reaching across TV, film, cartoon and gaming categories - and eight offices across three continents. Its mission – boldly stated on its website – is to increase value without compromise. “Since our launch in January, we have been very active in the marketplace, and we continue to grow our portfolio of licences and brands,” Tom Rossi, md of Erve UK & Ireland, tells LSB. “In addition, the UK & Ireland team has expanded as we bring in more exceptional talent to further improve our service offering for our retailers and end consumers.” When asked what differentiates Erve UK & Ireland, Tom responds: “Our economies of scale and purchasing power ensure retailers can maximise their margins without compromise. We have full control of our supply chain between raw materials and stores, allowing us to be a market leader in quality, control and compliance.” He continues: “We have highly skilled designers, with over 20 people in eight countries focused on ensuring we enable our customers to meet market demands with the best products at the right time.

Established over 35 years ago in Brussels, Erve Group has grown into one of the biggest European licensed apparel suppliers. Now, with a permanent base and team in the UK & Ireland, the company is eyeing further growth. LSB finds out more.

Inset: Erve’s new UK & Ireland showroom is on Great Portland Street, London, while its HQ is in Brussels (top).

Right: Some of the Erve UK & Ireland team (top to bottom) Tom Rossi, Brian Mulcahy, Lisa Reynolds and Nick Dierickx. Inset: The company’s portfolio is a healthy mix of character licences, gaming, anime and brands.

“Our long-term focus, risk-based approach and global reach has allowed us to invest and grow. You can rely on us for the long-term; growth is what we stand for.” Lisa Reynolds, head of licensing at the company, explains that its portfolio of brands and licences is continually growing as it builds on its existing and new relationships with licensors and brand owners. “Our experience of working for brand owners allows us to fully understand the importance of brand value,” she says. “Our mission is to increase brand owner value in line with their brand and business expectations.” Lisa is also keen to point out that being part of an established network means that Erve can offer improved market coverage to meet its licensors’ objectives. “Erve UK & Ireland is part of Erve Group which has been established for more than 35 years,” says Lisa. “This means we have the knowledge, support and expertise of the successful Erve Group which allows us to produce and distribute exceptional quality apparel for retailers within UK & Ireland. We can offer a full range of categories in daywear, nightwear, socks, swimwear, accessories and infant wear.” One of the key categories and areas cited for further growth for Erve is with video games properties. Brian Mulcahy, gaming advisor at the company, explains to LSB: “Erve’s gaming lines continue to sell well. Even at the biggest retailers in Europe, gathering momentum all the time as buyers develop confidence in gaming after seeing collection after collection deliver for them with their consumers. Erve have identified gaming as a key strategic pillar and our portfolio of gaming continues to expand. “Licensors who want to see their brand recognition grow and build the footprint of their IP in Europe have the greatest opportunities with Erve.” Nick Dierickx, head of licensing, marketing and design EMEA at the company, reiterates that Erve is all about supporting brands in the long-term. “For the EMEA market, our portfolio is seeing significant growth, both in well-established franchises and in new and upcoming gems,” he says. “We have a healthy mix between character licences, gaming, anime and brands. Signing new franchises is always a long-term investment, and that is exactly where Erve stands for.” When it comes to marketing, too, the company is there to support its partners. “Our in-house marketing team is a huge support for the whole company. We think along with our sales team, to support their upcoming customer visits. We build, together with the brand owners, the presence of our licences in our market. We show our initiatives and business insights via our social channels and we keep our partners up to date with our newsletters,” Nick concludes.