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In Conversation with... Paperchase
Building Bridges This time last year Paperchase had just been bought from administrators in a pre-pack deal which left many greeting card publishers who had supplied the hitherto ‘darling of design-led cards and stationery’ understandably smarting over their unpaid invoices. So, a year on PG was more than happy to meet the new buying team, gain an understanding of the refreshed retailing and product strategy as well as how bridges are being rebuilt. “The last year has been tricky one for so many,” acknowledges Carlo Marinelli, Paperchase’s senior card and wrap buyer, who joined the retailer a couple of years ago, initially on the merchandising side before moving across into buying. “It was horrible when Paperchase went into administration, knowing that it caused financial difficulties for suppliers,” Carlo admits. “I would like to think that 2022 will bring more stability generally, that the return to the High Street will continue and that we can continue to foster better relationships with suppliers.” While Carlo was no stranger to retailing when he joined the Paperchase team, his previous 20 years had been spent in footwear merchandising for Topman.
Above: Paperchase’s new store in Braehead. Right: Paperchase’s (left-right) Carlo Marinelli, Tori Heath-Smith (and her dog Elton…on ‘bring your dog to work day’) and Laura Clarke, holding the retailer’s bestselling everyday card, a Daschund design in the HQ in Clerkenwell, London. Inset: The retailer’s ‘eco’ card offering includes designs from card publishers as well as its own produced seed cards.
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PROGRESSIVE GREETINGS WORLDWIDE
However, he has clearly taken the new buying remit in his stride. Likewise, Tori Heath-Smith, who took on the role as card buyer for Paperchase at the end of 2020 was also a pair of fresh eyes on the retailer’s buying remit, joining after six years spent in womenswear buying roles. “I really enjoy being involved in greeting cards as they respond to the trends in a similar way to womenswear,” says Tori. “My remit at Paperchase includes ensuring we continue to drive innovation and a strong product selection.” And completing the new Paperchase card buying team is Laura Clarke, who joined
from Moonpig recently where she had been involved on the gifting side and Sophie Maslen, buying admin assistant, who joined six months ago from the fashion world. On the store front, while a slimmed down version of its former self, Paperchase still has a sizeable presence on the high street and in consumer perception. It now trades from some 126 stores (including concessions) and is on the hunt for
