Exclusive vs. Non-Exclusive Art Licensing: What’s Right for You?
If you're a small business owner looking to elevate your product line with licensed artwork, you might be wondering: Should I choose an exclusive license or a non-exclusive one? And what’s the difference? These two license types can seem confusing at first, but once you understand the differences (and benefits), you'll be empowered to make the right choice for your brand.
In this post, I’ll break down both options, explore when each makes sense, touch on other key licensing terms (like territory and product scope), and talk about a third path — custom collaborations — for when you want something truly unique.
Create something truly unique!
Read below to learn about different ways you can license artist created designs for your own product line.
Left: 2024-2025 life planner collaboration with Spanish planner brand Miquelrius.
What Is an Exclusive License?
An exclusive license gives you the right to use a specific design — and no one else can license it during your agreement for the same type of product. It’s yours alone for the agreed-upon period, within the terms we set.
Great if:
You want a signature look that sets your products apart
You’re investing in a branded campaign or product launch
You want peace of mind knowing no one else will use “your” pattern
Example: You license a floral pattern exclusively for 12 months, for use on tea towels in the U.S. — no one else can use it for that product type, time frame, or region.
Create unique product lines by licensing multiple patterns from the same collection
Left: Phone case and accessory collaboration with Custype using multiple patterns from the Kidult Collection
Right: A colorful stationary set featuring multiple patterns from the Nautical Damask Collection
What Is a Non-Exclusive License?
A non-exclusive license allows the artist (me!) to license the same design to multiple brands. It’s more accessible and often more affordable.
Great if:
You’re testing a new product idea
You love a design but don’t need full exclusivity
You’re working with a tighter budget
Example: You license a non-exclusive design to use on your kids apparel line for 6 months. Another business may license the same design for their kids apparel or on other items.
The possibilities for kids-wear and clothing brands are practically endless when you utilize art licensing
Left: Styled toddler clothing set with a coordinated hat, dress, and pants featuring patterns for the Love of Gardening Collection
Right: Cute and comfy baby onesie featuring a unique Surfing Dog pattern on royal blue
What About Custom Work?
If you want something that’s truly unique to your brand, custom design work is the way to go. This is a collaborative process where we work together to create artwork tailored to your products and audience.
Custom work includes:
A discovery phase to align on vision
One-of-a-kind artwork based on your needs
Optional exclusive licensing or full buyout
A timeline and pricing tailored to your project
💡 Think: your color palette, your audience, your vibe — all reflected in an artist made design that no one else has.
Collaborate with an artist to realize you product vision
Left: Hiking backpack collaboration with Austrian brand Mapbagrag featuring a color variant of the Modern Art Geometric Shapes and Lines Pattern
Right: Kid’s Lunch Bags made with fabrics from my Camping Adventures collaboration with Hawthorne Fabrics
Other Key Licensing Terms to Know
Beyond the type of license, there are a few other terms that help shape the agreement. Here are common terms that you’ll often see in any licensing deal:
1. Duration (Time Limit)
Most licenses are granted for a set period — like 6 months, 1 year, or 2 years.
Example: You license a print for one year to use on your fall collection.
2. Territory (Where You Can Sell)
This defines the geographic region where you’re allowed to sell the product using the artwork.
Example: You might license a pattern for use in North America only, or worldwide.
3. Product Categories (How You Can Use It)
Licensing is often limited to specific product types.
Example: The license grants you the right to use a design on tote bags — but not on tech accessories.
These terms protect both you and the artist and ensure the artwork is used in a clear, fair, and intentional way.
License colorful patterns for home decor items like wallpaper for a artist designed touch
Left: Living Room Wallpaper Featuring the Flowing Fern Leaves - Golden Yellow on Off White pattern
Right: Bedroom Wallpaper featuring the Boho Flower Garden Pink, Magenta, Blue, Yellow, and Orange Flowy Bright Florals on White pattern
Licensing Types At a Glance
Read the quick table below to help you compare your options:
Breakdown table that quickly shows the differences between an Exclusive License, a Non Exclusive License, and Custom Work with an Artist
Final Thoughts
Choosing between exclusive and non-exclusive licensing depends on your goals, budget, and how unique you want your product line to be. And if you want something completely original and brand-specific, custom artwork might be the best path forward.
No matter which option you choose, licensing with an artist can help you grow your business and stand out — without the overwhelm of starting from scratch.
Everything from stationary, home decor, clothing, art prints, and more can be created stress free with the help of art licensing
Left: Art prints and crib bedding featuring illustrations and patterns from the Folk Art Flowers Collection
Right: Art Print featuring the Love at First Bite Bright Red Cherries Vintage Inspired Illustration
Curious About Licensing?
Explore available patterns, see real client examples, or reach out about custom projects
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Make your brand stand out to your customers
Elevating your product line and make your brand stand out to shoppers is super easy when you license with an artist. Whether your interested in non-exclusive, exclusive, or custom work unique to you licensing will help take the stress out of designing your next product line.