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. 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

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.

additional retail sites, not just in the right locations, but of an appropriate unit size.

Having closed all of its massive flagship stores - notably in London, Manchester and Glasgow - while Carlos confirms that store openings have been and are on the agenda, these will be of a more modest stature than Paperchase’s historic statement emporiums.

“It is now more about profitability than size,” explains Carlo about the stores Paperchase is opening, citing the two new branches in Glasgow (Buchanan Street and Braemare) and Manchester’s Arndale as evidence of this.

On the greeting card front, the last few weeks has seen the inaugural full blown curated selection from Tori make its way into the stores.

In something of a departure from historic practice, this has seen Paperchase’s own brand cards integrated with branded greeting card publishers’ designs.

“It is all about creating a better flow instore and making it easier for the buying public,” says Tori. While the balance between own brand and standalone publishers’ cards has swung in favour of own brand, Tori is keen to assure that card publishing brands have an enduring role to play in its line-up.

“It’s all about offering our customer a selection of greeting cards that is not available elsewhere. While our own brand card designs form an important part of this, either developed by us or in conjunction with established card publishers, such as The Art File and UKG, these are augmented by what external publishers can add - be it Pigment with its upmarket Fox & Butler cards, Stop the Clock for kids’ cards or Stormy Knight for its Bloom seed card range,” elaborated Tori.

The aforementioned Bloom range takes its place within Paperchase’s fast growing (pardon the pun) eco card range, many of which are printed on board embedded with wildflower seeds.

“On the strength of the customer reaction to our seed everyday selection we are now looking to extend into seasonal designs and onto giftwrap,” revealed Tori. “This is just part of our commitment to growing our sustainable offer. We moved away from cellowrapping the majority of our cards over a year ago and swopped the foam pads we use in cards to those made from paper pulp, something customers would not notice, but that we feel is important,” says Tori.

However, juxtaposed with the more worthy sustainable stance, the other thrust that is chiming well with Paperchase customers is the retailer’s innovative own brand greeting card concepts, be it a telephone design that can relay a personalised message or a piano keyboard design that lets you ‘play’ the happy birthday tune.

Any fears that Tori had about how the costs of including such innovative elements into the cards would outprice them for the buying public have been allayed by the sales figures.

“It is all about them being deemed value for money. Our best selling Valentine’s Day design was our retro record player design that sold for £10 each. I would like to see this as encouraging for the greeting card industry in general,” offers Tori. “From our experience as long as you are delivering what people want, you can push up your retail prices and even for our everyday Innovation cards we are sensing no resistance to a £4.50£5.00 price point.” While Paperchase is currently only sourcing from around 15 greeting card publishers, Carlo, Tori and Laura, would very much like to leave the door open for the future. They fully understand some of the reticence towards dealing with Paperchase given the retailer’s recent history, but Carlo assures that “the business is in a healthy positive position” and that he would love to see the retailer restored to its ‘darling’ status under his watch!

Top right: The best-selling Valentine’s ‘card’ this year for Paperchase was its £10 record player design. Above: Tori with a Paperchase ‘talking’ telephone card. Right: Some of the Mother’s Day selection from Paperchase.

Up close and personal

What do you most like about the greeting card industry?

Tori: “The sheer creativity and all that is involved in bringing the products to the consumer.” Carlo: “The idea that cards bring joy and support between people.” Laura: “That they are a ‘real’ tangible communication, one of the last bastions of handwriting.”

Share something people wouldn’t know about you?

Tori: “I used to be a professional ice skater and was a British champion when I was 15 years old.” Carlo: “Much to my wife’s annoyance, my shoe collection is vast – comprising over 200 pairs.” Laura: “During lockdown I did a Diploma in Interior Design.”

What is your guilty pleasure?

Tori: “The Kardashians.” Carlo: “Chocolate Hobnobs.” Laura: “Watching trashy TV, like Celebs go Dating.”

What would be your perfect Saturday?

Tori: “Dog walk, pub lunch, watch a movie at home.” Carlo: “A trip to a theme park with my wife and the kids.” Laura: “A lie-in, a few drinks with friends, a takeaway and trashy TV.”

What did you want to be when you ‘grew up’?

Tori: “I have always wanted to be a detective.” Carlo: “I’d have loved to be an author.” Laura: “I have always loved animals, so I would have loved to have been a vet.”