84-85 Aykroyds (SL).qxp_NEW LSB 2008 GRID 10/01/2025 13:19 Page 1
THE BIG INTERVIEW: AYKROYDS
Aykroyds is entering 2025 on a high following a successful last 12 months which saw it strengthen its team with new heads of licensing and sales, welcome fresh licences and further bolster its retail relationships. Now, with a move into the lifestyle arena thanks to a deal with Coca-Cola, the nightwear and daywear licensee is looking to really push on and see how far it can go. LSB finds out more.
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e had high expectations set for 2024 and we’re really pleased to say that we have not only met, but exceeded them,” begins Robyn Cowling, head of licensing at Aykroyds when LSB asks how 2024 was for the popular apparel licensee. “We’re looking to land a record year and are aiming even higher for 2025… so no pressure!” Aykroyds is certainly entering the New Year in a buoyant mood. Robyn joined the company last year, arriving at the same time as Craig Moore who took on the role of head of sales, and working alongside Louise Hinds as head of creative. The three of them have a unique symbiotic relationship and support each other across the business, all being involved in strategy and future planning. Notably, under the guidance of Louise, the design team has seen significant growth, with the team
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LICENSING SOURCE BOOK 2025
Inset: Bluey was a hero in the preschool space last year for Aykroyds.
doubling since she joined in 2021. While nightwear remains the key focus, the daywear category has seen a significant shift during this period, with elevated designs and retail footprint to match. When it comes to licences, Robyn says that the company is working on some great things at the moment. Bluey was a hero in the preschool space last year – something Robyn believes is set to continue in 2025 – while Squishmallows and Wicked struck a chord with tweens and ladies and teens respectively.
Inset: From left, head of creative Louise Hinds, head of sales Craig Moore and head of licensing, Robyn Cowling.