37_39_GF.qxp_New Grid 02/07/2021 12:45 Page 1
In Profile: Enesco
Licensed To Thrill In recent years, as a subsidiary of its American parent Enesco LLC, Enesco UK has evolved to become a major manufacturer and distributor of high quality figurines and accessories featuring the world’s favourite licences to include Beatrix Potter, Disney, Grinch, Harry Potter, Heartwood Creek by Jim Shore, and Lolita, as well as DC Comics. Additionally, the company continues to distribute the much loved Willow Tree figurines, as well as GUND plush, along with its own, in-house designed Beatrix Potter, Ginology and Izzy and Oliver baby collections. But even that’s not all. There’s just been a big mid-year launch, to include a major new licence, coupled with a huge focus on sustainability, as marketing & product director Helen Cottrill explains. Enesco has long been synonymous with the UK’s leading collectables brands. “However, our portfolio is at its strongest right now,” confirms marketing & product director Helen Cottrill, who joined Enesco almost 30 years ago. “I believe we have the largest licensed figural collection across all suppliers in our markets, from Disney, Beatrix Potter and Willow Tree, and we are also working in some innovative areas, with levitation now part of our offering.” As she explains: “our portfolio is very artist driven and this offers value and, of course, exclusivity. But, we do have several own developed, and highly successful collections, with Ginology set to be one of our largest collections in 2021. Currently we’re working on custom designs for specific customers, and our January 2022 launch looks stunning. At £9.95 these are a perfectly functional gift or own purchase.” The company is also strengthening its mother and baby
Above left: Enesco’s marketing & product director Helen Cottrill. Above right: Just launched: Game of Thrones. Shown is Castle Black, illuminated. Right: Babywear and accessories were recently introduced to the company’s Izzy and Oliver collection.
offerings, notably the award-winning Peter Rabbit Baby and plush collections along with Izzy and Oliver Baby accessories. “Plus, licensed lit buildings are a growing sector, and we will have Disney, Grinch, Harry Potter and Game of Thrones collections in 2021,” highlights Helen. “These stunning items can make beautiful scenes but also stand alone.” With two new collections a year, the company’s big mid-year launch in June was Game of Thrones. “We will not be shipping the stock until 2022, but this stunning collection of lit buildings, figurines and water balls look fantastic,” enthuses Helen. “The USA team started selling the collection in April and had the fastest sell
in ever, with record orders placed. The attention to detail is incredible, from Castle Black to the Iron Throne.” However, with the current post Covid shipping delays and long lead times from China, Helen admits it’s made delivery dates more difficult. “We have therefore been advising and encouraging our customers to forward order for many months, and our order book reflects this. It gives us time to react to demand, have regular orders arriving in our warehouse and to maximise potential. Our products are not available from anywhere else,” she points out, “and we launch the product globally at the same time,
Going For Global Growth Internationally, Enesco has strengthened the team. Phil Atherton, (formerly with Portmeirion Group), joined Enesco as commercial director at the end of 2020, bringing with him a wealth of experience, along with the enthusiasm, to drive Enesco’s international business. Additionally, Gillian Blair has been appointed head of trade sales, newly responsible for growth overseas, having been responsible for growth in the UK for the past five years. Plus, Enesco also has fully employed sales teams in Germany and Holland.
Progressive Gifts & Home Worldwide
37
