Graeme Payne is a partner in Bird & Bird’s global franchising, licensing and multichannel strategies team. He works closely with businesses to determine and develop the most commercially appropriate expansion models and routes to market.

Mr Payne’s practice focuses on the retail, leisure, food and beverage, services and healthcare sectors. He is retained as counsel by a number of leading and up-and-coming brands in these sectors. He has particular expertise in advising businesses on the use of franchising as a tool for strategic growth and expansion.

In addition to advising on appropriate multichannel expansion strategies, he advises on intellectual property ownership, protection and exploitation structures, technology transfer licensing and general commercial contracts including agency, distribution, wholesale, supply, confidentiality and know-how agreements together with domestic and international terms and conditions of sale. Mr Payne’s clients range from individual entrepreneurs, early-stage ventures and SMEs to multinationals. He has particular experience in assisting businesses expand into new markets including India, the Middle East, the Far East, South East Asia, Russia and South America. He has written numerous articles for Franchise World, and has spoken at a number of national and international franchise and retail seminars, and British Franchise Association conferences and workshops. Mr Payne has contributed to a number of publications including ‘Alternative Corporate Re-engineering: Building Businesses through Third-Party Relationships and Expansion into New Markets’ (European Lawyer, 2011) and International Business Transactions: Standard Forms and Documents (Franchising) (Wolters Kluwer).