About Me

I'm the global head of our International Retail & Consumer sector group. As a partner in our international Commercial group in London, I work primarily with retail & consumer focussed businesses on their domestic and international growth and expansion strategies.

As a commercial adviser to retail and consumer companies I regularly help our clients legal and commercial teams to coordinate both business to business and business to consumer relationships - often on a multi-jurisdictional basis. My team and I support a range of clients from entrepreneurs, early-stage ventures and SMEs to growing and established multinationals.

As a specialist in UK and international franchising, distribution and supply chain arrangements, a large focus of my role is to help retail, leisure, food and beverage, hotels, hospitality, services and wellness businesses both integrate and manage their multi-channel growth strategies. This may include advising on an international growth strategy via franchising and or distribution, the integration of e-commerce and m-commerce into a traditional bricks and mortar business or helping to manage the shift from a business to business model to a business to business and business to consumer model.

Where possible my team and I help companies drive efficiencies through the use of technology including automated document management systems. This is particularly attractive to companies with multi-national operations.
  • Pret A Manger: advising on its international country and channel partner arrangements including competition and food regulatory advice.
  • KFC: advising on its UK and European distribution, supply chain, IT and franchise arrangements - including its relationships with food delivery aggregators.
  • Sunday Riley Skincare: advising this US wellness and beauty products brand on its UK market entry including corporate establishment, GDPR, social media and influencer arrangements and consumer law issues.
  • Black Sheep Coffee: advising on international brand portfolio management and on its international franchise strategy and arrangements.
  • Mothercare/ELC: advising on its international roll-out and franchise relationships as well as international distribution and IT arrangements.
  • Liberty of London: advising on warehousing, logistics, GDPR, and distribution and competition issues.
  • Moxy/Courtyard Hotels: advising the Norwegian franchisee on its purchase of the operating and franchise rights for the Moxy/Courtyard branded hotels.
  • Pizza Express: advising on their international franchise expansion and rollout for a number of years.
  • BYBI/Clean Beauty: advising this growing wellness and beauty products business on their international brand management, manufacturing and distribution arrangements and fund raising.
  • Stagecoach: advising on the roll out of the new UK franchise agreement, franchisee network management issues and advising on international brand protection and international roll out strategy, including PRC and Australia.


  • King's College London, LLB Law
  • Nottingham Law School, LPC


  • The Law Society of England & Wales in 2002
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Graeme Payne "has vast experience dealing with issues around brand expansion into new markets. He is also a prolific writer on matters relating to franchising".

Chambers Global 2018

The "very bright" Graeme Payne offers extensive commercial expertise to franchisors looking to expand into new markets.

Chambers UK 2018

Peers speak highly of his expertise in a broad range of franchise models and his superb strategic counsel.

Who's Who Legal 2017

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Talking Shop May 2024

Jun 04 2024

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Talking Shop April 2024

May 01 2024

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Talking Shop March 2024

Mar 28 2024

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Bird & Bird advises Pret A Manger on strategic new partnership in the United States

Oct 23 2023

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