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 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,

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.

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.

so the end consumers know the product is coming and are happy to pre-order from their favourite stockist.”

Among Enesco’s biggest selling artists is Jim Shore who captures the essence of traditional themes and motifs of American and European folk art. “Jim continues to work on the most spectacular designs,” says Helen. “From Heartwood Creek to Disney Traditions and Grinch, all of the new products have booked beyond expectations. The demographic for Jim’s collections is younger families, with new homes and a long-term love for these brands. People are investing in heirlooms, products they love, which will be enjoyed for many years to come. We are seeing that throwaway seasonal decorations are less popular, while key is investing in home décor that is cherished, and used annually.”

The good news for fans is that Jim will be doing some virtual collectors’ events in the Autumn, which are currently in the planning stage. “Jim’s safety is, of course our absolute priority,” says Helen, “so while nothing beats meeting Jim in person, his dedicated followers will nevertheless be able to enjoy a virtual hug with him!”

Willow Tree meanwhile, is celebrating its 21st anniversary this year, and continues to go from strength to strength, with demand for the collection, (figural family sculptures by artist Susan Lordi), at its highest across the world. “The simple style, but strong family messaging, makes it the perfect Covid and post Covid gift,” points out Helen. “Our January 2021 launch was well received, with stunning designs to complete family groupings. Our Adorable You figure is so timely with so many of us getting new family pets.”

Social media meanwhile, has become increasingly important to driving sales. “Social media plays a huge part in all our lives, it has made the world a smaller place and allowed us to have a relationship with people who would otherwise not be available to us. Jim Shore and his team embrace social media and do weekly Facebook live chats from his studio, along with virtual signings. Also embracing social media is Susan Lordi who holds regular Q&A sessions for retailers and, of course, beautiful visual messaging to consumers.” Adds Helen: “Additionally, as a company, we have many branded social media pages, our product is beautiful and our priorities have changed with the demand for visual content, which is all freely available to our retailers via our new digital asset management platform. Speaking personally, Instagram influences my own buying

decisions, as it’s perfect for beautiful visuals and aspirational choices.” In the absence of trade shows since the pandemic, Enesco was (arguably) the first to market with a virtual showroom, which launched on December 28. “Despite lockdown three, we have had some great traffic to our website via the virtual showroom, with a high engagement level. We have recently updated it to highlight key products and new features on the website, so we will be maximising on this great tool during 2021.” As restrictions ease, and with trade shows back in the frame, the company is already a confirmed exhibitor at Spring Fair 2022 and is also working with Messe Frankfurt, organisers of Ambiente, to secure stand space. “We have really made the most of technology during Covid and have proven that, as a company, we can adapt to the most difficult situations, although nothing beats that faceto-face interaction. Letting people see our product and the team building aspect is key.”

So, what’s the secret of Enesco’s success, as well as being a subsidiary of a large American company? “It’s having the global power to access to the top licences. We are a big player to a licensor,” Helen states. “Secondly, it is the access to a really great team. Collectively we have the best in leadership, marketing, sales, creative and product development, and have the benefit of a fully employed team on the ground in Asia, working closely with our vendors, ensuring our quality standards are met and also securing our supply chain. In moving forward, we will therefore continue to ensure that our collectables business continues to go from strength to strength, both in the UK and globally.”

Enesco’s Top Licences

l Disney Traditions l Willow Tree l Beatrix Potter

Sustainability At The Forefront

Along with many other companies, sustainability is currently Enesco’s big focus, so how is that side of the business evolving? “Where possible we are moving to fully recyclable packaging, or clearly identifying which parts of the packaging can be recycled,” Helen emphasises. “Collections such as Ginology have been updated to have paper pulp inserts rather than plastic, and we use twine rather than plastic to add hangtags. Additionally, product materials are constantly being evaluated to determine our best option, created using recycled material or in a material which is 100% recyclable. It’s the long-term impact, not quick fixes, that we are interested in.”

Right: Enesco’s Ginology glasseware is a packaged in a kraft box.

Right: New this year, Adorable You from Willow Tree. Below: Disney Tradition’s Belle by Jim Shore. The figurine celebrates the 30th anniversary of Beauty & The Beast.