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, 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

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.

exhibit at both shows as well as at the Toy Fair in Nuremberg.”

With the company’s EU business representing roughly 50% of Rex’s turnover, earlier this year, a big investment was made into the opening of a European hub in Belgium. “It was born out of necessity post Brexit,” states Nigel, “as trying to export from the UK became a nightmare. Initially, we were subsidising our customers, paying the VAT and all the tariffs. If we hadn’t, we would have had to put our prices up by close to 30%. Realistically, we knew that this couldn’t happen, so a European hub was always in the frame.”

He continues: “we were already trading from four sites in Europe under an umbrella arrangement - collaborative wholesale warehouses featuring different suppliers trading in a massive cash and carry area to support smaller independents. Someone we knew told us that there was warehousing space available in Belgium and we took it from there. The European hub went live in May and thankfully, it’s proving to be very successful, helping us to expand our European business.”

The company is also looking at another phase for next year, with product from the Far East being delivered directly to the Belgian hub, which, Nigel says, will be a massive step. “It would mean employing Belgian nationals and paying Belgian corporation tax which would have an impact here, but that’s the reality. Plus, post Brexit, we are rather limited to some of the things that we can export from the UK. There are still a lot of logistical headaches, but we are mindful that it is something we may have to do.”

Currently, the company’s strongest overseas markets remain France, Germany and the Benelux countries, along with Italy and Spain. “We also have strong markets in Eastern Europe, especially the Czech Republic and Poland,” Nigel confirms.

So how does it feel to be celebrating 40 years? “More than anything, a vindication that we must doing something right, and winning the Queen’s Award for Enterprise: International Trade in 2019 has been a major highlight in our company history. It was the culmination of many years of hard work, from a standing start in 2012, and we are immensely proud.”

He continues: “Of course we have had highs and lows along the way, the same as any other successful company, but have always managed to steer a clear path ahead. Over the years, it has been amusing to have sold kimonos to Japan, boomerangs to Australia and inflatable tulips to Amsterdam!”

So, what does he see as the company’s secret of success? “The backbone is the longevity of our employees, with everyone invited to contribute ideas. We work collaboratively. Three members of the senior team - Taig Karanjia who is the chief operating officer, Candy Smith, our head of buying and Les Whiteman, design director - are among the decision makers who have all started out on the shop floor. We also listen very closely to what our customers tell us. Plus, while we are aware of current and emerging trends we are not beholden to them, as ultimately, the product has to sell.”

So how is Nigel feeling about the allimportant fourth quarter? “Very optimistic,” he confirms. “It’s already been a very busy run up to Christmas, so we’re feeling very excited!”

Inset: A selection of children’s desktop items.

Our Biggest Hits

If Nigel could bring back any product from the archives, what would they be? “It would have to be inflatables,” he smiles. “We originally sold them in the 1980’s and they were such a fabulous, fun product. Bananas at football grounds became a massive thing and were all supplied by us. Then we started to get into textiles,” he recalls. “Our Sun and Moon rugs became such amazing sellers in 1992 that people queued outside our building to buy the rugs as they were being unloaded from the containers!”

Another ongoing, huge hit for Rex has been the company’s colourful, original multi-purpose jumbo storage bags. Some 4.5m - and counting! - have been sold, all featuring original designs, with lunch boxes too, another winner - over 2m have been sold to date. Meanwhile, a favourite in Europe is the Rabbit night light. “We’ve sold around 750,000 of them!” highlights Nigel.

Above right: A favourite in Europe is the Rabbit night light. Right: Some of the biggest inflatable hits for Rex in the ‘80s. Nigel Biggs is second on the right.

Rex London: The Lowdown

l Rex International was conceived in London’s Portobello Road in the mid ‘70s by two young entrepreneurs, Eri who had a shop selling jeans and ponchos, and Rob who was making and selling candles. l They decided to join forces and start a wholesale company importing giftware, mainly sourcing from India and China. l As a result, Rex International was officially launched in 1981. l The company re-branded as Rex London in April 2017, with the company’s website rebranding in April 2018. l In 2019, Rex London was presented with the Queen’s Award to Enterprise: International Trade. l Post Brexit, a European hub was opened in Belgium in 2021. l Based in Acton West London, the company’s HQ employs over 70 people across its offices, showroom and warehouses, to include six in-house designers.