Trollbeads Legal Fight May Shift to Denmark

Lund Trading has withdrawn its U.S. lawsuit contesting
Trollbeads’ parent company’s plan to distribute the bead line in North America—but
says it’s taking its fight to Trollbeads’ home country, Denmark.

Lund announced Feb. 4 it plans to pursue its claim against
Trollbeads parent company, Lise Aagaard
Copenhagen, in the Danish court system, after the U.S. District Judge presiding
over the case suggested that would be a better place to resolve this dispute.
And, in the meantime, Lund says it is moving on.

 “We feel at this time
that it is in the best interest of our employees and our retailers to move
forward,” said Morten Petersen, CEO and founder of Columbia, Md.–based Lund. “I
have therefore decided to sell off the remainder of our Trollbeads inventory
and shift our focus to other products while we pursue legal action in the Danish
courts. We appreciate the volumes of support we’ve received from our retailers,
and we will continue to support them during this transition.”

A spokesman for Trollbeads and Lise
Aagaard declined comment. However, barring any immediate action from Denmark,
this likely means the company will forge ahead with its
plan
to set up a North American Trollbeads distribution office in
Princeton, N.J.

That plan has been the subject of legal wrangling over the
last week. Lund Trading, citing its contract to distribute Trollbeads, received
a restraining order
barring any shift in distribution. That order was dissolved
days later
.

“Despite past and future difficulties, Trollbeads intends to
take whatever steps are necessary to protect the integrity of our brand and
maintain the trust of our retail partners,” Trollbeads owner Lise Aagaard said
in a statement released Feb. 3.

Aagaard’s company says it plans “to increase consumer
awareness and appreciation of the Trollbeads brand in 2011, through increased
advertising, promotion and enhanced communication and cooperation with its
retail partners.”