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In Profile: Rex London
Celebrating 40 Years Since the company was founded 40 years ago, Rex London, a successful wholesaler and online retailer of ‘gifts of random kindness’, has worked to stand out from the crowd, with unique designs that set the company apart from the mainstream. Having been honoured to win a Queen’s Award for Enterprise: International Trade in 2019 for outstanding continuing growth in overseas sales, ceo Nigel Biggs tells PG&H why Europe is more important than ever in taking the business forward. Rex London is a brand that sets out to appeal to a wide demographic. “However, we now do more children’s products than we used to, but we don’t want to lose sight of the fact that people aren’t just buying for children,” says ceo Nigel Biggs, who joined the company in 1989 as sales manager and was appointed ceo in 2008. “Many years ago, we did a lot of homewares and gifts, but a big slice of that marketplace has been taken by companies that bring product in directly, either through Amazon or discounters such as the £pound shops, and multiples such as B&M. Nevertheless, we haven’t given up on that sector. We are fighting back by doing things differently and
not sourcing everything from China. For example, we are currently doing more with India, with myself and the buying team recently visiting the IHGF Autumn Fair in Delhi to source quality, design-led products, Top: Nigel Biggs, ceo, Rex London. Above: Nigel Biggs, (second right), accompanied by the Rex London senior management team, is shown with the prestigious Queen’s Award for Enterprise: International Trade which was awarded two years ago. Left: A few ideas for Secret Santa gifts. Right: A trio of colourful children’s tambourines.
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Progressive Gifts & Home Worldwide
to include rugs, throws and cushions products we used to be very successful with - as well as other homeware items. The products in India are fantastic, and we love the combination of traditional skills and contemporary designs, as well as the striking vibrant colours,” Nigel highlights. “Also, with such a big focus on sustainability, Indian producers are increasingly using eco-friendly materials, which works well with how retailers globally want to source. We’ve come back feeling very confident that we can make it work.” In fact, India is a country that Rex has been buying from since the company was founded in 1981. “We’ve found that our customers don’t mind paying a bit more for products that have got that something different about them,” Nigel points out. As well as visiting trade shows overseas, the company also exhibits at international trade shows (as well as at the UK’s Spring Fair and Autumn Fair), with exhibitions a major factor in Rex’s continuing success. “We started by taking a small stand at Ambiente in Frankfurt, followed by a stand at Maison&Objet in Paris, and it was these shows that really set the ball rolling,” explains Nigel. “We have therefore continued to
