Co-Branding in the SDA-category

Over the years, Adexi has cooperated with licence holders of famous brands, which has allowed us to boost SDA sales by staying in touch with consumer trends. Through our work with various licence holders, we have achieved considerable expertise in the field of design and production of co-branded products.

We have previously worked with large international brands such as Swarowski and Hello Kitty. Adexi is currently the licence holder for Moomin.


The Moomins were created in 1945 by the Swedish-Finnish writer and artist Tove Jansson. The round, large-nosed trolls have enjoyed huge popularity in the past few years, and they can be found on everything from mugs to make-up bags.

As a selected Moomin licence holder in Scandinavia, Adexi is permitted to use the popular figures in our product design. We have the rights to produce and sell household appliances co-branded with Moomin illustrations. This ability to incorporate the Moomin story into the SDA category means that we are able to mine a strong Scandinavian trend and can target our products to a new market. Most recently, Adexi has launched several breakfast products with the world-famous figures and more are on the way.


Gun-Britt has been in the hair industry for over 50 years and is today the owner the exclusive hair salon Gun-Britt Coiffure in the center of Copenhagen and the product company GB products. Beyond Gun-Britt’s daily work in the salon and the product company GB products, Gun-Britt also teaches other professionals, as part of her master classes.

​Gun-Britt’s Philosophy is: “success spring from three things: hard work, attention to detail and stubbornness” Gun-Britt’s philosophy is also an integrated part of her mentality, she expects the best of the best from her team, because she knows that education is a must to keep with the tendencies, trends and techniques, as well as to keep her team motivated and inspired. Gun-Britt is a trend spotter who is constantly on the go, looking for that next source of inspiration.​

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