Stationery does matter
popularity with Gen Z, as more and more youngsters find solace and satisfaction in the simplicity of pen and paper.
But it’s not just stationery that is booming, the market for arts and crafts products is also growing. “The pandemic prompted a surge in the arts and crafts sector, as individuals turned to creative activities to cope with isolation. This resulted in a significant rise in demand for art supplies and craft kits,” DalerRowney’s trade marketing manager Carola Buston-Loyola told us. This market continues to grow, as we found out in our spotlight on arts pages 24-25
Elsewhere in this issue, you can read more about the European Deforestation Regulation (EUDR), which was due to come into force for larger companies at the end of this year, but is likely to be delayed by 12 months. It’s an important piece of regulation that will touch nearly every business that supplies paper products to EU markets. Read the latest on the EUDR on
We’ve also been lucky to speak to Wendy Vickery, marketing manager of Pentel UK about all the exciting developments going on at ) and we shine a light on several businesses flying the flag for British-made products on
Last but by no means least, a huge congratulations to organiser of National Stationery Week, Stationery Supplies’ Sarah Laker and her team for making the shortlist for the BOSS Awards, Campaign of the Year. Good luck to her and all the finalists for the awards.
Keep moving, you’re in stationery!
www.studiopens.com
The (Back to) School report
For stationery retailers, the Back to School period is one of the busiest in the calendar, with sales starting before the kids finish school for summer and going right through the summer holidays until the kids go back – and beyond that as well.
“Sales for Back to School were as expected,” says David Goddard, joint owner of Biddles of Guildford. “There is definitely
TOP SELLERS
Legami erasable pen
Platignum S-Tixx ballpoint pen
Maped Helix maths set
Premier triple pocket pencil case
Rex London animal ruler
those who buy at the start of the holidays and those who wait until the last minute. We tend to find the first weekend after the schools go back is often also still very backto-school focused as people realise what they have forgotten.”
For Simon Churly of Stationery Solutions in Braintree, Back to School sales come late in the summer holidays. “I have a Tesco store next door to me and they push back to school season quite hard. I pick up more from the last week or so as they move on to the next big selling season. I have heard (or should I say, overheard) of one local school providing all pupils waith stationery this year with everyone having the same, so no one feels left out. This could be something to keep an eye on with schools and back to school sales in future years.”
It was the same for Sally Stephenson, owner of The Pencil Case in Cowbridge
Hobbycraft Sold To Specialist Retail Investor
Hobbycraft had been owned by fund management group Bridgepoint since 2010, but was sold in August to Modella Capital for an undisclosed sum.
Hobbycraft chief executive Dominic Jordan said: “We are delighted that Modella Capital is the new owner of this great business. Their deep understanding of the retail sector, shared vision and cultural values, combined with significant reserves of growth capital, make them an ideal partner.”
Hobbycraft has opened 19 new stores in the past four years, with seven planned for 2025. Capitalising on the growth in the arts and craft market since lockdown, Hobbycraft has introduced dedicated digital crafting spaces and haberdashery areas in its new stores, contributing to an 11% rise in sales of stitching kits and 43% in fabric by the metre year-onyear.
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who said: “As well as stationery, we sell school uniform for all our local schools –we are a one-stop-school-shop for younger children and teenagers. Customers are leaving it later and later to start shopping. We get busier and busier right up to the end of holidays.”
Sherwood Stationers Wins Community Award Third Year Running
The Spirit of Sherwood and Carrington awards recognise and celebrate the great work local people, businesses and organisations do in the Sherwood and Carrington area of Nottingham. Asif Kassam, owner of Sherwood Stationers has won the award three years in a row.
Sherwood Stationers is active in the community, supporting local groups and initiatives. “We support the community however we can and in turn, they support us,” says Asif. “When we were closed over Covid, we offered a free delivery service, with no minimum spend. Sometimes we were out delivering a £2 or £3 item. But our customers remember that service and are very loyal to us.
“We’re so proud to win the retail award again this year. A huge thank you to all our customers who voted for us. It means a lot to be recognised like this.”
Shop window at Biddles of Guildford.
Premier triple pocket pencil case.
Asif Kassam with his children, Alisha and Zak and the Spirit of Sherwood award.
Hobbycraft’s store expansion programme is capitalising on the growth in the arts and crafts segment.
High Fashion Stationery TOP STORY
Designer Anya Hindmarch launched her Peanuts stationery collection at the end of August, alongside a pop-up shop in store in London’s Pont Street and also later in Liberty’s store. The launch caught the eye of The Sunday Times, which declared that the pencil case has become autumn’s “hottest fashion accessory” and that “stationery has never been so chic”.
Sticking with the stationery theme, Anya also offers a Tipp-Ex charm at £195 and Pritt Stick pencil case at £295 plus a Stabilo Boss highlighter one along with coin purse charm at the same price.
Hot on the heels of the Anya Hindmarch collaboration, came a Dolce & Gabbana special collection for Stabilo . The collection of
four Stabilo Boss highlighters in timeless Dolce & Gabbana patterns sold out within hours of going on sale on the Dolce & Gabbana website and other selected retailers. The collection comes in: Carretto Siciliano in milky yellow, Leopard in beige, Zebra, in black and Blu Mediterraneo in cloudy blue.
Tom’s Studio Launches Infinitely Refillable Writing Pen
Each year nine billion pens are thrown away globally, contributing to significant waste and with vast quantities ending up in landfill. Tom’s Studio is on a mission to tackle this head on, by creating highquality pens and stationery products designed to last a lifetime.
Its newest product launch, The Wren is an everyday writing pen made from high-quality materials and features an infinitely refillable ink reservoir along with a replaceable fibre tip for a smooth writing experience. Despite its premium features, through smart and innovative design, it’s priced at an accessible £35 GBP / $45 USD.
Founder, Tom Gyr said “The impact of the stationery industry has flown under the radar for too long. I started Tom’s Studio to offer high-quality stationery products that are better for the planet and don’t cost the earth. With the launch of the The Wren, we’re ready to take on the industry giants that have long dominated the industry, by encouraging people to switch from disposable to refillable.”
Once Upon A Tuesday Rebrands To Good Tuesday
B Corp Certified stationery brand, Once Upon A Tuesday has rebranded to Good Tuesday. After four successful years of growth and evolution, the brand has embraced a new name and identity that better reflects its core values and vision for the future.
The decision to rebrand was driven by the company’s desire for a name that is shorter, more iconic, and truly representative of its positive and downto-earth ethos. “While we have great affection for the name Once Upon a Tuesday, it became clear that it was time for a change that would simplify our identity and enhance our communication efforts,” said Michele Ferron, founder
Kaweco Launches New POS Displays
Kaweco has recently launched four brand new foldable metal displays, which offer a versatile range of applications. The four new displays include a modular display suitable for a large variety of stock items from bottled ink to tins and test display pieces, a test display with a test pad and space for five pens, a counter display to hold up to 25 cartons and five display pens, and an ink display for Kaweco ink cartridges.
Lizzie Atkins, marketing and sales assistant at Studio Pens, the UK distributor for Kaweco says: “The new displays are flexible yet practical, and their robust material is ideal for long-term and daily use. The displays are compact, making them suitable for presenting Kaweco products in even the smallest stores, and are foldable for easy storage if not in use.”
Anya Hindmarch x Peanuts pencil case was a sellout success.
The Wren from Tom’s Studio which is distributed by Manuscript Pen Company.
of Good Tuesday.
Top: Good Tuesday is the new name for Once Upon A Tuesday.
Dolce & Gabbana x Stabilo collection sold out within hours.
Roundabout Stationery Celebrates 35 Years In Business
Celebrating its 35th anniversary, Ann Jopson opened Roundabout Stationery in 1989 in Leominster after being encouraged by her mother, Diane, who was a printer by trade. Ann had just finished art college, “so she thought,
let’s give it a go,” manager of Roundabout Stationery, Dawn Railean explains.
“Ann and Diane found a little shop for rent on Broad Street in Leominster – a thriving and popular street – so decided
From Scotland To Malawi With Love
When Sarah Holmes, the owner of Pencil Me In in Elgin, Scotland found out her son’s head teacher was going to Malawi to visit her daughter who is teaching at the Divine Destiny Academy School, she offered her some pencils that the shop had been incorrectly sent from a supplier.
“We had a few boxes of pencils that we’d been sent incorrectly from our supplier – round instead of hex – so I offered her as many as she wanted,” said Sarah. “She ended up taking four boxes –which is 576 pencils – to Malawi. We also donated some pencil sharpeners too. Since we posted on Instagram about our pencils going to Malawi, we had another customer contact us who is also visiting Malawi next year so we’ll hopefully be able to donate more there too.”
New Stationery Sector Champion For Stationers’ Company
Rebel Stationery’s co-founder, Annie Couldrey is succeeding Chris LeonardMorgan, founder of the London Stationery Show, as sector champion for stationery and greeting cards in the Stationers’ Company
“Being made sector champion at this point in our company’s little history is a huge opportunity for the future, and a humbling recognition of the hard work we’ve all poured into Rebel Stationery so far,” said Annie. “Succeeding Chris Leonard-Morgan is definitely a daunting task, but with his guidance and expertise
I’m confident we can create a really special community together. Pushing each other to do better every day, understanding and supporting each other through our fears, while building on our dreams. It really is the time for small businesses to think big in this huge and exciting market.”
Annie Couldrey.
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that was the one for her. It was the cutest little shop with bay windows and wooden floors,” Dawn recalls.
As business grew, a further shop was opened in Ludlow and business continued to grow.
The biggest challenge for the business has been the ever-changing ways that people shop. “People got used to shopping online during Covid times and then continued after Covid because of the ease of ordering something at 11pm that you get delivered to your door the very next day,” says Dawn.
The business has had to adapt to survive and has changed from a commercial supplier to mainly retail nowadays. “Our best seller years ago was paper hands down,” says Dawn. “Back to School was also massive for us, now we are still busy with it just not as crazy as it used to be. We sell an awful lot more gifts and art supplies than we ever have done.”
UOE Stores Expands Retail Estate
UOE Stores has purchased First Stop Stationers in Reigate, making it the ninth store in its portfolio of stationery stores and Post Offices in London and Hertfordshire. With branches across north London and Hertfordshire, UOE Stores offers a full Post Office service alongside an extensive selection of stationery, packaging, greeting cards, crafting and design-led gifts.
Elliot Jacobs, chief executive officer and postmaster wrote on Linkedin: “We’re thrilled to announce the acquisition of First Stop Stationers, a trusted name in Reigate for over 30 years. As we continue expanding our network, this marks another step in our commitment to serving local communities with outstanding stationery and Post Office services.”
Roundabout Stationery celebrated 35 years in business in September.
Pupils from the Divine Destiny Academy School in Malawi with their new pencils donated by Pencil Me In.
First Stop Stationers is now part of the UOE Stores brand.
Manuscript Brands Unveils Tom Hessin, A New Fine Writing Brand
Manuscript Brands has launched the first two colourways of the Tom Hessin, Charles Collection - a new line of fine writing instruments that masterfully blends heritage, expertise, and contemporary design. The Charles Collection earns its moniker from the ‘Charles’ name that spans the five generations of the family-run Manuscript Brands. Each generation is represented by a diamond design elegantly depicted in the pen clip detail.
Tom Hessin launches with two striking colours in the Charles Collection: Signature Blue and Birmingham Noir. With expertise
Pentel UK To Distribute Plus Corporation Products
Pentel is distributing a specially chosen selection of products from Plus Corporation, the world’s third largest stationery company. Designed in Japan, quality is the hallmark of the Plus range, as validated by millions of consumers around the world who already trust the company to deliver high-performance products for work, hobbies and crafts and school projects
The range of products to be offered by Pentel in the UK and Ireland includes high quality, precision scissors that retain their sharpness and cutting angle, environment-friendly staplefree staplers and power-assist models, permanent and repositionable glue tapes, two-way correction tapes and camouflage rollers and folders to help protect personal data.
dating back to 1870, Tom Hessin’s Charles Collection, features a twist close and is available in a variety of nibs.
“We are thrilled to introduce the Charles Collection, by Tom Hessin, to our customers,” said Charlie Stockbridge, managing director and the fifth generation to take the helm at Manuscript Brands.
“These pens are a celebration of heritage, but they also represent the future of fine writing instruments. They are designed for anyone who values both style and substance, whether for professional use, creative endeavours, or simply enjoying the art of writing.”
Ohh Deer Gains B Corp Accreditation
Joining a growing group of companies reinventing business by pursuing purpose as well as profit, B Lab, the not-for-profit organisation behind the B Corp movement, has certified Loughborough-based Ohh Deer as a B Corp.
Ohh Deer, which publishes and sells its greeting cards and stationery wholesale as well as direct to the consumer via online, has met the B Lab’s rigorous social and environmental standards which represent its commitment to goals outside of shareholder profit.
“This B Corp certification isn’t just for us,” said co-founder Mark Callaby. “It’s for our team, our suppliers, our designers, our customers. We want you to know that you’re working with a company that is committed to achieving high standards socially and environmentally and we will continue to strive for high standards now and into our future.”
Stationers’ Hall Rocks For Jakar’s 75th anniversary
One of the highlights of this year’s celebrations at Jakar International for its 75th anniversary was an industry party in October for family, customers, suppliers and friends at Stationers’ Hall in London. The Hall rocked to the sounds of the ‘50s and 60s with a live band following a sparkling reception and magnificent dinner.
Both managing director Paul Sacki and Caran d’Ache ceo Carole Hubscher-Clements spoke warmly of the relationship, and the growth of the businesses in the stationery, art and craft supplies market.
The new Tom Hessin Charles Collection in Signature Blue.
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Some of the Plus product range.
Ohh Deer’s popular notebooks & diaries.
Left to Right: Paul Sacki, Chantelle White from Max Publishing and Simon Stone from Stone Marketing at the 75th celebrations.
Event Round-up
Over the past few months there’s been plenty of events in the stationery world, all highlighting what a wonderful, dynamic sector this is. From retailers to consumers and in-person to online, there’s been something for everyone.
• Stationery Store Day (3 August). Lots of indies around the country took part in Stationery Store Day, celebrating the independent stationery shop with giveways, competitions, special deals and more. Sarah Holmes, owner of Pencil Me In in Elgin, Scotland, summed it up by saying: “We had a very, very busy day on instore and plenty of orders online too. I really enjoy Stationery Store Day and think it’s a great initiative.”
• Word Calligraphy Day (16 August). No longer, just a day, this event run by Manuscript Pen Co is so popular it spans the week, with online challenges and two in-person events at John Lewis Oxford Street and Fortnum & Mason, all celebrating the art of calligraphy.
• Thinking Of You Week (16 – 22 September). This annual event encourages
the public to ‘send a card, deliver a smile’ and plenty of indie retailers took part with competitions and promotions this week, including Earlybird in Stoke Newington, Axminster Print in Devon, Hugs and Kisses in Tettenhall, Wolverhampton, Chirpy in Leeds and Stationery Supplies in Wilmslow.
• Pelikan Hub (27 September). Organised by fans for fans this annual event saw 8,702 people taking part in 254 Pelikan hubs in 47 countries around the world. Each hub event is dedicated to the Edelstein ink of the year, with Pelikan generously donating a bottle of fountain pen ink and paper to all attendees. There were several events in the UK, including one in Manchester, where Becki Cross – organiser of StationeryFest and PlannerFest – was the Hub Master. Becki said about the event: “We had 21 people at our Pelikan Hub. It was a lovely bunch of people and we spent over three hours talking about fountain pens, inks and stationery. The time flew by.”
• London Pen Show (13 October). Over 180 tables of top pen dealers, pen
Stabilo Expands Retail Presence With Daniel Of Windsor
Shoppers in Berkshire can visit luxury department store, Daniel of Windsor to see Stabilo’s popular products from vibrant highlighters to precision pens, in a new FSDU.
The homeware and department store also features a brand-new shopfront display, showcasing Stabilo’s wide range of products. This exciting partnership marks a significant milestone for Stabilo
as it continues to expand its retail presence.
Shahbaz Khan, market director UK/ Ireland at Stabilo and Vanya Hunter, UK marketing manager, said: “This collaboration not only enhances the availability of our highquality products but also underscores our commitment to making Stabilo’s vibrant and creative tools accessible to a wider audience.”
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makers and accessory suppliers gathered at the Novotel in London’s Hammersmith at this, one of the largest writing equipment shows in Europe. “The fountain pen enthusiasts are a total delight, so knowledgeable and interesting to talk to,” said Sarah Laker, owner of Stationery Supplies in Marple, who had a table at the show as well as the Kaweco DIY pen press.
COMING UP…
Young Stationers’ Winter Ball, 15 November 2024
BOSS Awards, 28 November 2024
Hunter Price Wins Licensing Award for Crayola Kraft Range
Hunter Price took the award for Best Licensed Stationery range at the Licensing Awards ceremony in September for one of its debut collections with Crayola. The Crayola Kraft Range includes the Plantable Journal & Gardening Kit, 4-in-1 Craft Kits, Colour & Build Dollhouse, Scrapbook Kit and Activity Carry Case.
“This award truly means more than anyone will ever know to the whole business. We are incredibly proud to receive this award, for our debut collection to be recognised by the most respected leaders in our industry is the biggest reward you can get,” said Ben Cornwell, sales director for stationery and creative play at Hunter Price International.
Stabilo’s window display at Daniel of Windsor.
Lucy Khanam at John Lewis demonstrating for World Calligraphy Day.
The award-winning Crayola Kraft range from Hunter Price.
rhodiarama softcover
BOSS Awards Nominations
The BOSS Awards recognise and celebrate excellence within the UK business supplies industry. This prestigious event honours individuals and businesses that demonstrate outstanding achievement and innovation. The winners will be announced in a ceremony at The Eastside Rooms in Birmingham on Thursday 28 November.
Among the list of awards to be given out at the ceremony is the Independent Retailer of the Year, with four retailers on the shortlist: Creative Cove in Lampeter, Jespers of Harrogate, Stationery Supplies in Marple and Wilmslow and UOE Stores, with nine branches in London and Hertfordshire.
Lynn Cummings, manager of Jespers of Harrogate is “absolutely elated that the business has been shortlisted as one of the Finalists for the Boss Independent Retail Stationers Award. Our current owners, the Vickers family have taken Jespers into a
new and exciting chapter and evolved the business yet again. The enthusiasm that the Vickers family has brought to the business has been amazing and we are now looking at ways to improve our ranges and promote the business further for the future.”
National Stationery Week has also made the shortlist in Campaign of the Year, alongside Pukka Pads for its Irlen Comfort in Colour campaign.
“I’m so chuffed to have been shortlisted for National Stationery Week in the BOSS Federation awards,” said Sarah Laker,
IN SHORT
The Dracula limited edition (1031 pieces) Retro 51 Tornado Popper Rollerball Pen sold out within hours of being released. Inspired by Bram Stoker’s literary classic Dracula and drenched with a blood red barrel, this Halloween Tornado is ominously adorned with black graphic art that evokes the sinister scene of the Count’s realm.
Dealer group Nemo Office Club has confirmed Thursday 5 and Friday 6 June as the dates for its annual conference at the Forest of Arden Hotel & Country Club near Birmingham as it returns to hosting an extended two day and two-night event following feedback from members.
International sales, marketing and e-commerce agency, Highlands has been appointed by Zebra Pen (EU) to build its distribution footprint across Europe. Highlands has enjoyed a successful partnership with Zebra Pen in the US and is now poised to bring that expertise to its European operations.
organiser of National Stationery Week. “This year the whole stationery community including suppliers, retailers and stationery users came together to create a wave of stationery love across the country. We couldn’t do it without all our fantastic sponsors. And, of course, I’ve already started planning for next year!”
Also in the shortlist for Campaign of the Year is Pukka Pads with its Irlen Comfort in Colour campaign – a campaign to promote its Irlen range of products for those with Irlen syndrome and visual perception difficulties. Jessica Stott, e-commerce and marketing director said of the nomination: “It’s an absolute pleasure to be shortlisted for a BOSS Award, especially for a campaign we feel so passionately about.”
Meanwhile, ExaClair Limited, the UK subsidiary of the Exacompta Clairefontaine group, has been shortlisted as a finalist in Brand Manufacturer of the Year award, for its popular Exacompta Aquarel range of premium, sustainable stationery and accessories.
Lawrence Savage, UK marketing manager at ExaClair, comments: “We are overjoyed to have been nominated for this prestigious award. It is a true testament to the enormous amount of work that the business has put into developing our marketing and category management support as we strive to nurture deeper relationships with our clients.”
Tombow , the globally renowned Japanese stationery brand has announced the appointment of Stone Marketing as its official distributor for the entire UK business and A.M Dunne as distributor for the Republic of Ireland.
Pukka Pads has launched a new online ordering platform for trade customers, with the hope to revolutionise the way businesses order and view its large catalogue of products.
The Dracula limited edition from Retro 51.
The Aquarel range from ExaClair has been shortlisted in the BOSS Awards.
The Festive Forecast
As the holiday season approaches and the golden quarter kicks into full swing, Stationery Matters caught up with several retailers to get the low down on how business is shaping up and what they’re looking forward to as we head into Christmas and the year’s busiest shopping period.
Michael Apter, OWNER, PAPER TIGER, EDINBURGH
ON GENERAL TRADE: Paper Tiger opened a new shop in the Edinburgh suburb of Stockbridge in July, and we have been delighted with the response from our customers. The year to date has been very positive trading from a trading perspective.
ON BACK-TO-SCHOOL: Term starts in mid-August in Edinburgh, and we had a good back-to-school response from customers who enjoyed the Legami collections.
ON CHRISTMAS: We are looking forward to a busy Christmas in all four shops. Ensuring that we get Christmas trading right is our main focus, and refining our offerings and our shop systems and processes will be a key element of success this Christmas and into 2025.
Nish Kanabar DIRECTOR, CASTLEGATE STATIONERY ART AND TOYS, WETHERBY
ON GENERAL TRADE: Business in 2024 has been positive, as we continue to expand into new areas catering for our customers’ needs. We are looking forward to the last quarter, making further gains in the areas that we are expanding into.
ON BACK-TO-SCHOOL: Sales were healthy since schools first broke up for the summer holiday, then there was the last minute push, just before schools started, which continued through until university started.
ON CHRISTMAS: We carry traditional lines, but to complement these there are always ranges of gifting sets that suppliers launch at this time of year, which we do really well with.
Ray Williams OWNER, JPS STATIONERS, CHESHAM
ON GENERAL TRADE: I went to Top Drawer in September and came away with a few new ideas, which I’ll implement soon; including chocolate!
ON CHRISTMAS: Diaries and calendars have started to increase footfall already and should keep bringing people in throughout the rest of the year. Some customers start gift buying early to help spread the cost.
NEW SUPPLIERS: The biggest new supplier I found a couple of years back is Roger la Borde with its 3D Advent calendars. These have transformed November sales, but were slower last year, so I have sourced some other advent calendars from other suppliers. I’m also hopeful that Robotime (wooden craft kits) will sell well this year and I’ve increased my stock of Airfix.
Paper Tiger’s newest shop in Stockbridge opened in July.
Roger la Borde 3D Advent calendars usually sell well for JPS Stationers.
Castlegate Stationery Art and Toys continues to grow business.
Sarah Laker
OWNER,
STATIONERY SUPPLIES, MARPLE AND WILMSLOW
ON NEW LINES: I introduced a range of chocolate from Cambridge Chocolate Compan into both shops late April. My thinking was that it was a great pick up, I mean everyone likes chocolate, don’t they? And I’ve been proven right. It’s being bought as a gift along with a greeting card, while business customers are picking it up as a treat for their office and school kids are buying along with a new pen. And everyone agrees it’s delicious.
Asif Kassam
OWNER, SHERWOOD STATIONERS, NOTTINGHAM
ON GENERAL TRADE: As more and more shops have disappeared from our high street, we have filled the gap. For instance, when Wilko closed in Sherwood we started stocking lightbulbs. It has really paid off for us, people come in for a lightbulb and leave with a ream of paper, new pen and a birthday card.
ON TOP-SELLERS: We are relatively new to the Legami craze, but we can’t believe how well it is selling. We also have a large section of fine art materials, from brands such as Caran d’Ache, Royal Talens and Amsterdam Acrylics. We’ve also expanded our range from Pentel and Uniball and that is paying off for us.
ON BACK-TO-SCHOOL: I think every backto-school sale included a Legami erasable pen. The appetite for them just keeps growing. Also strong for back-to-school was the pastel range of Stabilo Boss highlighters and the classic Helix Oxford range.
ON TOP-SELLERS: The Art File notebooks have been a real hit over the last few months. The designs are striking and my customers love that I was consulted over the features which means they have everything you need in a notebook: good paper, ribbon markers, elastic closure, lay flat opening, hardback with rounded corners, pen holder and internal pocket.
ON CHRISTMAS: I love the golden quarter, especially the excitement of when stock arrives in September that I’d ordered in January and forgotten about. We produce a Marple calendar from which we donate £1 from each one to a local charity,
Melanie McKay
OWNER, ANALOG, LANCASTER
ON GENERAL TRADE: I only opened in 2021 and sales have been growing year on year. We introduced greeting cards recently and these have gone down well.
ON BACK-TO-SCHOOL: Lancaster has two universities, so we get a lot of students all year round. Planners and self-organisation products do well, as do pin badges. We also do really well with stickers from Also The Bison
The Marple calendar raises money for charity each year.
and this always sells well. Pens, sticky notes, list pads (especially the cheeky, sweary ones), notebooks and Legami all sell well for Christmas presents and stocking fillers. And of course, metallic pens for writing Christmas cards with.
Lynn Cummings
MANAGER, JESPERS OF HARROGATE
ON GENERAL TRADE: Business has been very pleasing this year. We’re very lucky at Jespers that we have a very loyal customer base. We also see a lot of tourists through. We introduced a wooden gondola display near the front of the shop which we stock with Yorkshire products like toffee, candles, cook books, keyrings, magnets and that has really taken off. We’ve also expanded our gifting section with a range of giftware from Emma Ball and that is flying off the shelves. I saw a lot of new products at Autumn Fair too, which will be coming into store.
ON BACK-TO-SCHOOL: It’s not as buoyant as it once was for indies. It’s really competitive.
ON CHRISTMAS: We have a huge selection of greeting cards, wrapping paper, decorations and partyware which we rely on for business over October to December. Stationery is a favourite gift and we do well with colouring books, calligraphy sets, fineliners, fancy notebooks and journals. We also have a large selection of card blanks for crafters and the other thing that does well at this time of the year is Purple Peach stickers, which are good stocking fillers.
ON TOP-SELLERS: Legami is one of our stalwarts, but we’ve recently become a stockist of Traveler’s Company and this is going very well. Another new one for us is Another Studio and its range of brass bookmarks and stencils really appeal to our student audience. Students are really into bullet journalling so anything that is decorative tends to sell well.
ON CHRISTMAS: We need to be very considered with our Christmas offering as we have such a small space. We’re hosting the Kaweco DIY pen press in October and will have an event around this which will hopefully kick-start Christmas shopping.
ON TOP-SELLERS: Legami pens are flying out the door. We also do very well with our fine writing instruments and journals. We love to source new and different products. We go to lots of trade fairs, you have to be proactive to keep it interesting for the customer.
ON CHRISTMAS: As soon as the kids go back to school in September we start with Christmas. We need to get everything out early as everyone else is getting it out! We do lights, craft kits, snow globes, gift wrap, cake decorating, decorations and much more. I think the Emma Ball baubles will do really well this year.
Legami is new for Sherwood Stationers, but paying dividends.
Planners, notebooks and stickers sell well with the student audience at Analog.
INSET BELOW:
Brush Up on your Writing
FINSET RIGHT:
For decades, Pentel has supplied the world with the highest quality writing and art products, leading the way in technology and creativity. Today, the company is active in over 120 countries and regions around the world, including through its UK team, based out of Swindon. Stationery Matters finds out more.
ounded in 1946 in Tokyo, Pentel is widely regarded as the inventor of the fibretipped pen in 1963. Marketed as the Sign Pen, the product was adopted as the official writing instrument of NASA, going into space in the 1966 Gemini mission. At the time, demand for the Sign Pen was so great, that the company couldn’t keep up with production.
Over the years, that dedication to innovation and excellence has been the foundation of Pentel’s success. One such product that has stood the test of time and continues to be a best seller is the N50 marker family. Wendy Vickery, marketing manager of Pentel UK explains its popularity: “The N50 has been the go-to permanent marker for several decades thanks to its reliable, high performance ink formula that writes on most surfaces, including those that are dusty and oily. For many, it’s about trust: they know that N50 will do the job required better than cheaper
alternatives and aren’t prepared to risk inferior results when only the best is good enough.”
Another flagship product is EnerGel, the original quick-drying liquid gel ink pen and, and nearly 25 years since Pentel first brought this innovative ink technology to the market the EnerGel range has grown into its most popular writing instruments family. The range now includes retractable and cap-style pens in a choice of tip sizes and up to 20 ink colours.
New on the scene and rapidly growing in demand and popularity is the award-winning Mattehop gel roller. “Mattehop is unlike any other gel pen on the market, thanks to its unique highly opaque ink, which dries to give a finish that resembles matt plastic - hence the name, says Wendy. “Most impressive is that unlike conventional gel pens Mattehop can be used to write on coated and glossy paper, including greeting cards and photos.”
NEW LAUNCHES ON THE HORIZON
from
Kawaii pen next year, along with another special edition of EnerGel.
Look out for the Floatune rollerball, with its distinctive white barrel and ultra smooth-writing ink in a new version for 2025, while a new entrant to the Pentel Arts range will make its debut in spring next year, in time for Back to School.
The Kawaii EnerGel Japanese snacks limited edition was a hit at retail over summer.
Following on
the release over summer of the limited edition
Kawaii EnerGel Xm retractable pen with barrel designs based on Japanese snacks, Pentel hopes to offer another, equally appealing EnerGel
RIGHT: The iZee 4 Colour pen has been popular since it launched.
EnerGel has been a mainstay in the Pentel range for the past 25 years.
The iZee 4 Colour ballpoint pen is another new release and has secured many new listings with customers since its launch, thanks to its versatility and value for money. Available in three different colour choices, iZee 4 Colour is ideal for everyday writing, drawing, colourcoding, marking and much more.
A new development for Pentel UK is the addition of PLUS Corporation products to its distribution portfolio. PLUS Corporation is the parent company of Pentel and the thirdlargest stationery manufacturer in the world. It is renowned for its innovation, quality, and commitment to sustainability.
Wendy emphasises the complementary relationship between the two brands, stating, “PLUS is one of Japan’s most renowned stationery manufacturers, known for unique innovations like the Fitcut Curve scissors, which ensure smooth cutting at an optimal 30-degree blade angle. PLUS and Pentel share the same values of quality and reliability, and we’re thrilled to bring these products to the UK and Irish markets.”
Looking ahead to 2025 and beyond, Pentel UK plans to focus on key product lines and promotional strategies to drive continued success. The company will support popular brands like EnerGel, as well as new, exciting products like Mattehop, with compelling influencer campaigns and promotions.
Pentel Arts,
APPRECIATION FOR THE N50 MARKER
A team of geoscientists on the RRS Sir David Attenborough conducting research in the challenging fjords of East Greenland has recently shared their appreciation for the N50 marker. As part of their work, the scientists collect marine sediment cores using 6-metre-long plastic tubes, which are marked before being sent to the seafloor. The process demands a marker that can withstand harsh conditions, including exposure to rain, mud, and the rigours of the coring process itself.
One of the geoscientists shared their experience, stating, “We needed a reliable pen that wouldn’t get removed by the coring process and could survive in the tough conditions we face.”
The team highlighted the N50’s role in their essential research. “Thank you for making a pen that keeps us going throughout Greenland night shifts and keeps our cores beautifully labelled,” they wrote.
SUPPORTING RETAILERS
Back in July, Pentel welcomed a group of independent retailers to its Swindon office to discuss products, promotions, and merchandising strategies. The event was a success, fostering valuable exchanges of insights and ideas. Pentel plans to host additional events in 2025 to continue supporting retailers in person.
“As a company, we remain deeply committed to supporting our customers,” Wendy explains. “Our field sales force is one of the few in the industry that offers face-to-face support, helping independent retailers succeed through regular promotions and merchandising. We’re also excited about our upcoming Christmas promotion, which will offer fresh ideas to help retailers make the most of this critical time of year.”
another crucial part of the business, will remain in the spotlight, with the company continuing to leverage its brush pen heritage through the ongoing #TheHomeOfTheBrushPen campaign.
The stationery market has evolved significantly over the past decade, driven by digital transformation and, more recently, the pandemic’s impact on working environments. While the volume of writing instruments sold has declined somewhat due to increased
digitalisation, the art and craft market has seen a major surge. Products like brush pens and paint markers are now in higher demand than ever, particularly as more people embrace creative hobbies.
Wendy notes that it will be interesting to see how workplace trends unfold. “With major corporations in the US, like Amazon, calling employees back to the office, it remains to be seen if similar strategies will take hold in the UK. If they do, stationery suppliers like Pentel could benefit as office workers return to a more traditional workplace setting.”
used on a variety of surfaces.
INSET LEFT: Geoscientists aboard the RRS Sir David Attenborough appreciate the N50 marker.
INSET LEFT: L-R: Wendy Vickery, marketing manager Pentel; Graham Craik, director of sales UK and Ireland Pentel; Sandra Jervis, owner of Creative Cove; Hideki Hayama, managing director Pentel; Andy Ross, owner of Suttles of Malden; Jane Rockett, director of Axminster Printing Co.; Sarah Laker, owner of Stationery Supplies; Ray Williams, owner of JPS Stationers; and John Cotterell, territory manager Pentel.
FAR LEFT: Pentel will be pushing its brush pen range through its #TheHomeOf TheBrushPen campaign.
FAR LEFT TOP: The N50 marker can be
INSET ABOVE:
INSET BELOW
RIGHT: The highlighter display in Stationery Supplies.
Gen Z Love Their Stationery
In an age dominated by digital screens and virtual interactions, Gen Z is staging a rebellion against digital and returning to the tactile pleasures of pen and paper.
Gen Z (or Generation Z) refers to those born roughly between the mid-1990s and the early 2010s. And although the media would have you believe that Gen Z spend all their time on their phones, that is not quite correct. For this cohort is forging a unique relationship with stationery, demonstrating an unprecedented obsession that is reshaping consumer trends and social media landscapes.
The surge of interest in stationery among Gen Z is palpable,
with platforms like TikTok serving as an outlet for this newfound obsession. The hashtags #stationery, #stationeryaddict, #stationerylover and #stationeryhaul have over 1 million posts and counting. It’s not unusual for the most popular #stationeryhauls posts to amass over 2 million views. Through these digital channels, young people are unboxing their latest stationery acquisitions, sharing tips on organisation, uploading tutorials on brush lettering, bullet journalling, calligraphy and reviewing stationery.
“IT’S LIKE BEING IN AN OLDFASHIONED SWEET SHOP!”
in an old-fashioned
can’t make their minds up. They will test them all out before deciding on which ones they want to buy. I have some regulars who I think must have every single colour.”
It’s not just highlighters though that appeal to her young customer. “Legami, of course, is very popular. I have some younger customers who come in every week with their pocket money to buy another Legami pen. But also fineliners, colouring pencils and gel pens. Notebooks and bullet journals also appeal to our young customers. We all think young people spend all their time on their phones, but it’s just not the case.”
So, what’s driving this fascination with stationery among Gen Z? Despite growing up in a digitally saturated world, many members of Gen Z find solace and satisfaction in the simplicity of pen and paper. Stationery provides a tangible escape from the relentless notifications, algorithms and virtual noise that characterises modern life.
Pens, pencils and highlighters are particularly popular with Gen Z; with their low price point, they are an affordable purchase for young people.
TOP RIGHT: Rebecca with a small portion of her highlighter stash.
Rebecca likes her school books to look aesthetic.
Owner of Stationery Supplies in Marple and Wilmslow, Sarah Laker, loves it when her young customers come in and head straight to the highlighter stand. “It’s like being
sweet shop,” she says. “They
Stationery Matters spoke to Rebecca B., a typical 13-year-old who was very excited to show us her highlighter collection. “I have two pencil cases, one for my pens, pencils, erasers, rulers and other stuff and then…” she opens up a large pencil case, “this one is just for my highlighters.” She proudly shows a pencil case with her highlighters all organised in shades of colours.
When asked why she has so many, Rebecca explains, “They are all different. I have different colours – I only like pastels. Some people like the bright colours, but that’s not my aesthetic. They have different sized tips so I use some for highlighting in my books, but others I use for writing. When I take out my pencil case at school, all my friends ask if they can use them. Even the boys.”
Like most 13-year-olds, Rebecca spends a lot of time on TikTok. She likes watching unboxing videos (“That’s where I get ideas of what I want to order.”), as well as tutorials on brush lettering and drawing. “I get most of my ideas from videos on TikTok of YouTube. I want my books to look beautiful and different to everyone else’s. So I do different heading styles. It’s my thing. I use different colour palettes for different subjects. I have clear plastic pockets for each of my subjects, and each one has a different colour. It is so aesthetic.”
As someone who’s always appreciated the art of organisation and creativity, Stabilo’s UK marketing manager, Vanya Hunter can relate to the attraction of a fresh pack of colourful highlighters. “They’re not just tools for marking pages or notes; they’re expressions of personality and individuality,” she says.
“What’s particularly intriguing is how Gen Z has elevated stationery from mere tools to coveted accessories. It’s not just about functionality; it’s about creating a visually pleasing workspace and adding a touch of personality to everyday tasks.
“Stabilo’s newest NatureCOLOR collection has gained significant popularity, with sales steadily rising each week. Gen Z individuals prioritise
their aesthetic preferences, and the NatureCOLOR range aligns perfectly with their tastes.
Released during autumn, these complement the Gen Z natural pantone colour palette. With the arrival of spring, sales of pastel stationery including the BOSS ORIGINAL pastel and the Stabilo swing cool pastel grow as they add a warm touch to pages, perfectly capturing the essence of the season’s aesthetic,” says Vanya.
Gen Z customers are an important audience for luxury stationery brand, Papier, making up close to 25% of Papier’s customer base. “Our Gen Z audience is our fastest growing age group,” says Taymoor Atighetchi, founder and ceo of Papier. “It’s grown from 10% in 2021 since we launched our academic planner.”
WHAT’S HOT: LEGAMI
Last year, Papier saw a 10% YOY increase in orders for its now cult academic planners and notebooks. “The layouts with space for timetables and deadline organisation appeal to those starting sixth form and university, and the bright and bold designs and personalisation options allow for individuals to stand out in lectures and classes,” says Taymoor. “They were the third bestselling product for the brand across our stationery categories in 2023.”
Papier has grown awareness with this audience through a robust influencer marketing strategy, including launching its creatorin-residence programme. In this programme, a Gen Z influencer works with the brand to create content and assets to support campaigns and ensure relevance and relatability.
Likewise, with Stabilo, social media content is key to reaching Gen Z. “With Gen Z absorbing their news and finding inspiration primarily via social media, collaborating with influencers is a key element of our strategy, as it provides us with the ability to consistently connect with our target audience,” says Vanya. “By leveraging their platforms and authentic credibility, we are ensuring our vision resonates with this demographic: enabling us to foster genuine engagement and trust amongst our followers.”
FAR
lips at the moment and although it appeals to all ages, it is kids and teenagers who are particularly caught up in the craze. The release over autumn of the Halloween boo crew limited edition sent collectors into a spin, with Twit Twoo in Brixham, Devon telling followers on Instagram: “Wow, just like that, the Halloween erasable pens are all sold out. Sorry if you didn’t get a pack, but they were limited. I have increased the order of the Christmas designs, so hopefully you’ll all get to add those to your collection.”
Hayley Ripley, marketing manager for Stone Marketing, the UK distributor for Legami believes it is a combination of “the innovative erasable ink, affordable price, and irresistible collectability” that sets the pens apart. “The global demand for Legami erasable pens has been unprecedented and it’s been amazing to watch the trend among kids to collect them all. It’s generated a significant hype in the UK market.”
The stationery craze among Gen Z is not merely a fleeting trend but is one that is here to stay. Brands and retailers are taking notice, capitalising on this growing market by offering an array of innovative and aesthetically pleasing stationery products tailored to the preferences of this generation.
LEFT: Papier’s planners complement digital tools and are popular with Gen Z.
INSET LEFT: Legami’s boo crew limited edition erasable pens were very popular over autumn.
BOTTOM RIGHT: Stabilo’s NatureCOLOR collection has been a hit with Gen Z.
Delays, data and decisions: The latest updates for EUDR
With a year-long extension to the European Deforestation Regulation (EUDR) transition period being proposed, somehow the topic of EUDR continues to present more unknowns. Kathryn Brand, editor of Products of Change — a not-for-profit helping retailers and manufacturers navigate their sustainability journey — begins the conversation of what we know so far.
TOP: The EUDR will provide transparency of where paper pulp comes from. (Image credit: UPM Communications Papers).
BOTTOM
RIGHT: The EUDR has been introduced to limit the EU market’s impact on global deforestation.
The EUDR is set to prohibit the import of cocoa, coffee, cattle, soy, oil palm, timber, rubber and related products like chocolate, leather and paper goods, which have been produced on land deforested after 2020. The EUDR was due to come into force for larger companies from 30 December 2024, and for small and micro companies from 30 June 2025, however the European Commission has now proposed a year-long extension.
With paper goods making up a huge proportion of the UK stationery industry, this new regulation is important. Anyone who sells products to shops and people in EU countries will have to comply with this new regulation.
Manufacturers of paper goods might be surprised where their paper actually comes from, as Steve Plackett, managing director of Carousel Calendars found out when he opened a Due Diligence Report from one of his largest European paper suppliers to find the majority of its pulp had been sourced from trees in Brazil.
“It’s very interesting because you would easily assume that a European paper mill would source its paper from forests in Europe,” said Steve. “But no, there it is in its reported data: 79% of pulp is sourced from Brazil.”
So much is voiced about illegal logging and deforestation within the region, yet so seldom are we ready to believe it could find its way into our domestic markets, despite the EU being the world’s second-largest importer of products associated with deforestation.
“We already have the EU Timber Regulation in place, which establishes some requirements for deforestation-free wood sourcing,” said Niina Niemela, senior manager of sustainability at the European paper supplier, UPM.
“From the EUDR perspective, our role is significant,” Niina continued. “We are part of the supply chain, acting as both an operator placing commodities on the market and a producer of paper. We also sell paper to the market as a trader. UPM has monitored already the
preparation of the Regulation and initiated implementation measures as soon as the Regulation was adopted.”
The kind of data UPM is providing drills down to a groundbreaking level to cover, not only the percentage of pulp sourced from each of its countries of origin, but a detailed list of the tree species processed, as well as first attempts to provide the geolocation of the source.
This is all in line with what the EUDR will require. Additionally, the regulation states that areas deemed to be at higher risk of illegal forest degradation – ie Brazil, will be subject to
on-the-ground checks conducted by a ‘nominated authority’.
To this end, there are plenty of unknowns circling the EUDR discussion, including the recent announcement of the European Commission’s proposal to extend the transition deadline by a year, which, if approved, will move the cut-off to 30 December 2025 for large companies and 30 June 2026 for micro and small enterprises. The news came about amid concerns raised from international partners and member countries that further preparations were necessary, most recently at the United Nations General Assembly week in New York.
Alongside the proposed delay, the Commission also published additional guidance documents, intended to inform and support industry stakeholders through the upcoming legislation, and encourage a “stronger international cooperation framework,” said the Commission.
It is hoped that the newly published guidance, combined with
the transition period extension, will enable companies to adequately phase in their preparations.
The IT system, for example, through which the due diligence statements are to be submitted, is only now being developed by the Commission which predicts it will be active by as late as 2028.
Many are welcoming the delay, such as Cepi, the European association representing the paper industry. Jori Ringman, Cepi director general, commented, “The EUDR is too important not to get it right.
“We fully support the objectives of the EUDR, and with this new timeline, we believe that the EU and its trade partners now have a much better chance at finally eradicating deforestation.”
Meanwhile, others are concerned that the delay commences a watering-down of the original policy, and that those who have already undertaken the necessary preparations will face financial losses at the delay.
FSC International’s system performance director, Dr Joanna Nowakowska, commented, “We have worked diligently to prepare solutions that support businesses in meeting
LEARN MORE ABOUT EUDR
INDUSTRY ISSUE – EUDR
their EUDR obligations ahead of the original deadline, and our commitment to this cause remains unwavering.”
For his part, Steve’s advice emphasises that the onus really will be on businesses to supply the data.
“Retailers, like Tesco, will be asking you for your due diligence reports,” he stressed. “But it won’t be up to them to tell you whether you need to comply or not. That will be for businesses to know, for businesses to work with their supply chains to collect the right data, and for businesses to provide when retailers ask for it.”
As for what the future of the EUDR will look like, that’s still unclear.
WHAT THIS MEANS FOR SMALL BUSINESSES
Michele Ferron, founder of Good Tuesday has been getting her head around what the new regulation will mean for her business.
“As we sell stationery to shops and people in EU countries, this new regulation is relevant to us. The basics are that, as a brand, we are responsible for conducting due diligence to ensure we are not linked to deforestation through our supply chain. We need to be able to prove this and will include risk assessments, geo-location data, and supplier audits.
LEFT TOP: Any UK company supplying products to shops in the EU will need to comply with the new regulations.
Both Steve and Niina will be taking part in a special panel session at the Products Of Change Conference on 6 November, this year dedicated to the topic of EUDR. They will be joined by FSC Blockchain and DK Books as they discuss how businesses of all sizes are preparing for this change. Don’t miss this important discussion on the industry’s path forward in response to the new legislation. Visit www.productsofchange.com to learn more about the POC Conference.
“The good news is, we sell 100% postconsumer recycled products – which means we know that our products do not contribute to deforestation, as no trees where harmed in the production.
“However, we will still have to be able to show this. We’re not quite sure yet what and how we have to share this information – but hopefully with time will come answers.
“Luckily, as we are BCorp certified, we have optimal clarity on the supply chain – we understand where all our paper is produced and we have full product spec on each paper we use.”
INSET LEFT:
Good Tuesday’s paper products are made with 100% postconsumer recycled paper.
INSET FAR LEFT: The Products Of Change Conference will discuss the new EUDR regulations.
LEFT CENTRE: Steve Plackett, managing director of Carousel Calendars.
INSET ABOVE: Michele Ferron.
RIGHT TOP: Get off your phone and unleash your inner Picasso or Monet.
RIGHT: Going the licensed route has expanded Craft Buddy’s reach in both Crystal Art and Paint By Numb3rs.
FAR RIGHT: Akademi Çocuk’s reusable mats and aprons.
Crafty way to tech detox
In today’s world of tech and digital overload, getting off your phone, tablet, or computer is incredibly important. And the past few years have reminded people that getting down and crafty is a great way to detox from the technology, with suppliers finding new ways to make it easy to bring out your artistic side, as reflected in the growing presence arts and crafts products at the London Stationery Show. Here, Stationery Matters explores what’s behind the upsurge in the genre.
“Arts and crafts have indeed become increasingly popular, heightened during the pandemic, as people sought out relaxing, creative activities they could do at home with family,” explained Serdar Çalışkan, sales manager at Turkiye-based Akademi Çocuk, which designs products to help children’s personal development, increase their fine motor skills, and support their imagination.
“We’ve definitely noticed a growing interest in our products as people look for ways to connect and engage in mindful, hands-on hobbies.”
Akademi Çocuk’s range of reusable painting mats, aprons, bags, and journals may be aimed at kids but also
helps adults by keeping the mess out of the way – and they can have just as much fun drawing and redrawing!
Craft Buddy is another company that has definitely clocked the upsurge in arts and crafts in high street retail over the past few years.
Thinking back to when the business started in 2010, director Gary Wadhwani recalled: “You’d find largely adult-oriented products, typically in the realm of sewing and knitting, or you’d find totally different, much more basic products in toy shops, aimed at pre-schoolers.
“The pandemic certainly shone a light on arts and crafts, and helped bring it into mainstream view. While its well known that activities like baking
and puzzling enjoyed their moment in the sun, it’s lesser known that arts and crafts like our Crystal Art and Paint By Numb3rs enjoyed huge popularity, as people looked for relaxing, calming activities during a stressful time – and we saw demand skyrocket!”
Gary believes Craft Buddy’s move into licensing has really helped by bringing on board partners including Disney and Warner Bros, allowing the company to develop activitybased kits powered by characters like Stitch, Harry Potter, Disney Princesses, Marvel Superheroes and Star Wars characters.
He added: “What we’ve tried to do in the last decade is bridge the gap, by making cool
A BRUSH WITH CALM Retail Insight
DAWN RAILEAN, manager, Roundabout Stationery, Leominster
“We definitely think Covid and the lockdowns have changed people’s perspectives and now they make time for their interests and hobbies which they enjoy and relaxes them, especially mindfulness activities and crafting.
“From colouring books to needle felting, arts and crafts is a section of what we do that’s definitely on the rise. We’ve broadened our range of art materials to match its everincreasing popularity, and they continue to sell well throughout the year.
“We stock a very basic beginner range in for people just starting out and wanting to give it a go on a budget, right through to artists’ quality stock, and both sell in equal measures.
“Supporting local art clubs really helps and they then give us feedback as to what we should be stocking that maybe we hadn’t heard about.
“Some of our standout bestsellers are Royal Langnickel Zen Brushes, we can’t keep these lovely mixed media brushes on the shelves! They sit alongside a variety of Sennelier paints which we’ve found outsell any other brand we have
previously tried, especially their acrylic pouches. They’re reasonable priced and have a huge range of colours.
“Children and adults both love a preprinted colouring-in canvas, they’re a very popular line, and the other stand-out crafting hobby is linoblock printing. Before Covid we sold a few tubes and a small amount of lino, but since the pandemic everybody kept coming in and asking for it so we now stock nearly the whole range of the Essdee catalogue, who we love because they’re local to us too!
“Covid had its good points and bad points from a retailer’s perspective, it taught people the simplicity of Amazon shopping but also reminded them of the joy of going into an actual shop, to be able to see and feel the stock before they buy it and talking to staff about what they do and enjoy. We love to see their work that they’ve created.”
Royal Langnickel Zen Brushes are top sellers at Roundabout.
Retail Insight
DAVID GODDARD, co-owner, Biddles of Guildford
“We decided to include art materials in our range from 2022, after demand from customers and having to turn enquiries away. The pandemic did produce a demand for art materials which lead to people trying to source materials locally after Covid.
“Sales are steady year on year after the initial surge in 2022, and we like to stock a range of craft kits during the summer months. The majority of our custom is from adults from local art clubs and people from the art classes held locally.
“We’re not artists ourselves so we’re led by our customers, offering to order any items we don’t have in store.
“We’re happy that we now stock a variety of art and craft materials to meet customers’ needs.
“Now in Biddles you can buy your stationery, buy your packaging materials, replace and recycle your printer ink, you can sit on and try your new office chair – and now buy your art materials. A onestop shop!”
Biddles’ promotes a wide range of arts and crafts.
and contemporary arts and craft products that both kids and adults –and increasingly kidults - can enjoy.
“What I think is unique about our licensed art and crafts products is that you can interact with your favourite characters in a much more intimate way than a regular toy or collectable, because you’re playing a role in creating and building the end product itself. There’s something very powerful about this – you feel more
connected to the end product, and more inclined to keep and display it.
“I think the growing realisation of the dangers of phone addiction and excessive screentime has led many people to seek healthy offline activities, and this is where arts and crafts come to the fore, as something productive, therapeutic and functional – all our products can be used, such as our greeting card and notebook kits, displayed or gifted.”
The long history of Daler-Rowney, founded in 1783, means the business has weathered many a storm, war, and crisis, so Covid was just another bump in the road.
“The increasing popularity of art and craft products reflects a broader societal shift towards valuing creativity, sustainability, and community, especially during times of uncertainty and isolation,” said trade marketing manager Carola Buston-Loyola.
“The pandemic prompted a surge in the arts and crafts sector, as individuals turned to creative activities to cope with isolation. This resulted in a significant rise in demand for art supplies and craft kits.”
Originally established as a pigment and perfume company, Daler-Rowney has evolved to supply a comprehensive range of products for artists of all experience levels, including paints, brushes, surfaces, accessories, luggage, and easels, with colours and pigments still at the core.
Carola added: “Since 1783, DalerRowney has been committed to inspiring creativity and aims to be accessible, inclusive, and innovative, providing an exceptional artistic experience for all and making art accessible to everyone.”
At Jakar International, MD Paul Sacki has been with the family-owned and run business for 45 years but has no plans to retire yet despite retirees playing a huge part in the steady growth of the arts and crafts market.
He explained: “We’ve been seeing steady growth in the arts and crafts market for some time, especially for those entering retirement, but the pandemic certainly accelerated it.
“Both adults and children turned to creative outlets during this period, not only to fill time but to enjoy the calming effects of making things. With shops closed, online orders surged, and this interest has persisted post-pandemic.”
Jakar’s wide range of professionalquality arts, crafts, and stationery products includes the Caran d’Ache
drawing ranges and the Rosa artistquality range of watercolour, oil, and acrylic paint is also proving a hit, backed up by the own-brand products offering a broad selection to both artists and students.
Other bestsellers include artists’ knives, from craft knives to rotary cutters, along with cutting mats, specialist sharpeners, and erasers, and the business founded on stocking drawing instruments continues to expand in this area with products such as technical drawing boards and aluminium easels.
And, keeping with the digital detox theme, Paul added: “We’re also prioritising more eco-friendly products and packaging, which has been very well-received by customers. It seems people really are looking to reduce screen time and reconnect with their creativity.”
Retail Insight
JANE ROCKETT, director, Axminster Printing Company
“We concentrate on stocking the basics such as trimmers, knives, glues, tapes, washi tape, craft toppers, decoupage, card blanks
“In recent years we have increased our crafting for children – carrying all the basics of pipe cleaners, googly eyes, lolly sticks, clay, etc. We stock smaller crafty kits by various suppliers including Painting by Numbers.
“Our art section mainly caters for the student or hobbyist, stocking acrylics, watercolours, gouache, oil and chalk pastels, brushes and canvas blanks. Sketching materials are very popular as are our drawing pens in various sizes. We also stock a wide variety of pads for sketching, pastel, watercolour, acrylics and mixed media.
“As well as our everyday supplies we stock seasonal ranges, namely Easter, Halloween and Christmas – pocket moneypriced crafting goodies for all the family to enjoy. We find that grandparents keep an eye on what we have for when their grandchildren come to stay.”
Painting by Numbers kit, and festive crafts are popular at Axminster Printing Co.
Akademi Çocuk
Funny Mat Washable Art
These mats can be used time and again by young painters as the painting canvas is washable with a damp cloth. With famous paintings among the choices, the canvas can folded as per the diagram. There’s also a recycled version created from 99% recycled PP which can be coloured with waterbased felt-tip pens or simply used as a table top and surface protection mat to be used for many activities – and has a certificate of suitability for food contact. The colours wash out when the mat is held under running water. www.akademicocuk.com
Craft Buddy
Crystal Art
Crayola Color Wonder CoComelon
Magically mess-free colouring adventures with CoComelon! Color Wonder products are non-toxic and won’t colour on skin, furniture or carpets. Includes 18 Color Wonder pages and five Color Wonder Markers, and the special ink in Color Wonder Markers is clear on most surfaces, yet each marker magically shows up a different colour on Color Wonder Paper. Select your colour, start colouring and discover all the hidden designs as colours magically appear on the page. And there are plenty of other characters including Barbie, Bluey, Disney Princess and Spidey & His Amazing Friends.
www.crayola.co.uk
Craft Buddy’s latest kits include the Owl Tree wooden decoration, and the Autumn Squirrel 3D Wreath, plus the Ornamental Bauble Tea Light and Cracker Gift Box die sets, and various greeting card designs – with the Licensing Awards-finalist Me to You Tatty Teddy kits a massive hit. With various designs suitable for adults and children, each kit contains everything needed to complete the make – the MDF cut-out blanks, bagged and labelled crystals, pick-up pet and pick-up tray, gel block and storage bag for left-over crystals. www.craftbuddy.com
Plus-Plus
Learn To Build – Robots
Made in Denmark in an entirely windpowered factory, youngsters can dive into the mechanical world of futuristic, fun robots, finding out how wheels and hubs can be used in a whole new way to bring the creations to life. There are step-bystep instructions to create small robots with big personalities, or the Plus-Plus can be used to challenge the imagination then, when playtime is over, the pieces go back in the box to await the next adventure.
www.plus-plus.com
Life’s realities
Knowing what retailers and their ultimate consumers are looking for is always an advantage for a new business hoping to make its mark in the competitive worlds of stationery, so Clare Morant and Kitty Chan are a few steps ahead with their company, In Real Life.
Only a few weeks since the launch at Top Drawer and the products are already debuting in Waterstones and indies, and the demand has been such that several lines have already sold out on its website and on Faire.
Clare and Kitty’s journey began with a shared passion for design and all things stationery, having spent many years crafting innovative products for Paperchase during the retail chain’s heyday, pushing the boundaries with trendsetting yet affordable ranges, that were revered the world over.
Following the sad demise of the much-loved retailer, Clare moved on to become buying manager at WHSmith’s new retail concept brand Curi.o.city, while Kitty became a WHS buyer. But with an itch to flex their entrepreneurial drive and to develop their own products, they took a leap of faith and launched their own company. And they are bringing a few friends along on the journey, with
With the stand exuding confident branding and extensive collections of stationery and greeting cards, when In Real Life debuted at the recent Top Drawer exhibition, it was very apparent that this is no rookie start-up.
Stationery Matters caught up in real life with the former Paperchase colleagues turned business partners, Clare Morant and Kitty Chan, about their hopes and dreams for their new stationery and greeting card company.
several colleagues from the former Paperchase design team playing their part, having created 12 ranges of greeting cards which form part of In Real Life’s inaugural portfolio.
Clare freely admits that her and Kitty’s combined industry experience plays a big part in their new company.
While Clare has the title of managing director and Kitty’s sign off is product director of the new business, they both share the same focus. “We worked closely together for 10 years at Paperchase, scoping out the trends and turning them into saleable products, so know each other’s strengths and weaknesses – I freely admit that Kitty is much better at logistics than me!” revealed Clare. “However, together we can bring valuable insight into what product formats resonate with customers, the
price points customers expect for paper products, the ideal factories to collaborate with, and how to innovate around customer needs while prioritising sustainability and commerciality,” summed up Clare.
As Kitty added: “We have a deep understanding of how to collaborate effectively with buyers, being well acquainted with their targets, buying cycles and margin expectations.”
This experience is already paying dividends as In Real Life’s Colourology planners and Luminary notebook collections are debuting in Waterstones this month – certainly a strong start for a completely new brand.
The company name is key to its ethos of giving people a break from the digital clutter, “a chance to pause, reflect and focus on what truly
ABOVE: In Real Life’s cofounders Clare Morant (right) and Kitty Chan on the stand at Top Drawer.
RIGHT: One of the colourways in the Colourology collection.
matters,” Clare explained. “Whether you’re writing down your thoughts, sketching out new ideas or writing a lovely greeting card to someone you care about, we believe in the value of embracing those analogue moments. We hope our products encourage people to unplug, unwind and find a more organised and balanced life, one page at a time.”
At the heart of the stand at the recent Top Drawer was the colourful Colourology daily and weekly planner collection which Clare explained has been “created to capture personalities in every shade”, delving “into the intricate relationship between colour and emotion, exploring how different hues can influence mood and wellbeing”.
These are the first of their stationery ranges to launch at retail, with follow-ups of Expressions and Petalscape collections in the pipeline to land in the spring.
Alongside the stationery, the dozen greeting card collections have been crafted in collaboration with former Paperchase designers Laura Girling, Jessica Holt, Emily Hopgood, Laura Bertinelli and Jessica Eyre, each reflecting current trends with their own style. Also on board is David Howard who was senior brand content manager at the retailer.
As Clare reinforced: “Whether stationery or greeting cards, at the heart of everything we do is designdriven innovation. We’re dedicated to delivering high-quality, functional designs that meet real-life needs, striking the perfect balance between style and practicality.”
While Clare was saddened by the eventual collapse of Paperchase, as she rightly points out, “There were so many good years. We interpreted trends like no other retailer, we brought ranges to market that were really different to anything else in the stationery and greeting card sector, more reflective of what was happening in fashion and interiors not
just in the UK, but worldwide. We were continually pushing for new techniques and formats. And this trend-leading position is something we are aiming for now with In Real Life,” said Clare, clearly inspired by the potential.
All the In Real Life greeting card ranges are being printed in the UK, while the initial stationery collections have been produced in the Far East by manufacturers that Clare and Kitty know first hand. “Sustainability is an important consideration for us. The Far East factories we have partnered with are masters at different techniques while sharing our sustainability ethos and commitment to plastic-free packaging,” assured Clare. “We are also working on our next projects which includes a range of notebooks that will be made in the UK,” she revealed.
Having already clinched and delivered into Waterstones, neither Clare nor Kitty are scared by the inherent numbers or financial outlay in supplying multiples, but they also are delighted to supply indies.
“Independent retailers are really important as they have special relationships with their customers. We have launched on Faire to enable us to supply the independent channel,” said Kitty.
While clearly enjoying being the other side of the counter, Clare admits that there are clearly some differences between being a supplier compared to the role of a buyer.
“For starters, now Kitty and I are the ones sending the emails to retailers asking: ‘Can you please get back to me on this?’. Times have changed, but we’re loving it!”
TOP RIGHT: There’s a wide range of designs across the inaugural 12 card collections.
LEFT: Clare and Kitty are ‘hands on’ with product development and marketing.
MIDDLE LEFT: The portfolio includes various stationery formats.
BOTTOM LEFT: Some of the products in the Petalscape collection which will be available in a few months.
TOP LEFT: Kitty and Clare (2nd and 3rd right) with their old Paperchase pals David Howard, Laura Girling, Jessica Holt and Emily Hopgood, and they’re also working with Laura Bertinelli and Jessica Eyre on greeting cards.
RIGHT MIDDLE: Behind all Coffeenotes products is careful research into suppliers who share the same vision as the company.
RIGHT BOTTOM:
Flying the flag for British made
As global supply chains face increasing challenges, British stationery companies are turning to local production for greater control, sustainability and customer appeal. From handcrafted notebooks to eco-friendly paper products, brands are navigating higher costs to meet growing demand for transparency, quality and UK-made goods.
An increasing number of manufacturers are opting to produce some of their goods (or all) in the UK rather than outsourcing production overseas. This comes with a host of advantages, particularly in response to global economic pressures and evolving consumer preferences. By manufacturing locally, companies can avoid the shipping delays and fluctuating costs associated with international supply chains, which have been especially volatile in recent times. The growing emphasis on sustainability and buying local has made UK production more appealing to consumers too.
However, there remains a significant challenge: the higher cost of producing goods in the UK. Competing with low-cost imports, can make it difficult for Britishmade stationery to remain price competitive. Yet, for many businesses, the benefits of local manufacturing such as reliability, environmental impact, and supporting the local economy, outweigh the appeal of cheaper imports.
This is definitely the case for The Stamford Notebook Company, a bookbinder and commercial printer in Stamford, Lincolnshire. The company has made a name for itself with its British-made notebooks, journals, diaries and other paper products, all handmade and bound onsite in its own bindery.
The company’s emphasis on being a British made product isn’t just about where its books are created though. “We are conscious of where our products come from and we strive to buy British made materials where possible,” says Hugo Spiegl, owner of The Stamford Notebook Company. “We have also minimised using plastic and created paper-based packaging solutions, including paper tape. Even our gift wrapping paper and ribbon are made using recycled materials.”
Business continues to grow for The Stamford Notebook Company post-Covid. “Our USP is handmade and British-made, and that really resonates with the market,” says Hugo. “I think people were caught out during Covid and realised how reliant we’d become on the Far East. Suddenly supply chains dried up. Yes, there will always be a market for cheaper products, but we’re not competing in that market. Our customers want handmade, they want British made. We have a story we can sell them, and they in turn have a story they can sell.”
Visibility and transparency of supply chains is key for Coffeenotes in Dorset as owner, Sarah Downey explains: “We only work with partners, suppliers and stockists who share our vision of a sustainable future, with particular focus on locality, energy and water usage. We believe that
the only way to make eco-friendly practices commonplace in business is to work together.
“We try as much as possible to use local businesses and carefully research and investigate the environmental standards and sustainable credentials of all suppliers before we decide to work with them. We work with James Cropper, the UK’s leading mill based in Cumbria, to craft our signature writing paper made from recycled coffee cups by using the Cupcycling process.”
The challenge of sourcing in the UK is potentially price and Sarah says: “We try to buy in bigger batches to keep costs down both in production and transportation. But we feel sustainability is worth the price and customers seem to be responding really well to this message. Customers are making conscious decisions to buy more locally and feel good about supporting UK businesses that are sustainable.”
RIGHT TOP:
The paper for Coffeenotes’ products is made at James Cropper paper mill in Cumbria.
ExaClair’s Guildhall manilla range has been made in the UK since 1973.
ExaClair has a rich history within the UK stationery industry that dates as far back as 1897, when it began manufacturing its range of Guildhall account books under the Tollit & Harvey name. After relocating to King’s Lynn, the company launched its iconic range of manilla filing products in 1973, which has grown to become the choice for legal and financial professionals.
During the 1990s the popular Europa range of brightly coloured pressboard filing was first released, which also includes the Europa Notemakers that have flourished into one of the bestselling notebooks within the sector to this day.
“Although world events such as Brexit, the Covid pandemic and more recently the war in Ukraine have greatly influenced both increasing costs and the availability of raw materials and energy, as well as the issues surrounding global distribution, we continue to be committed to UK production,” says Lawrence Savage, UK marketing manager.
“During the past couple of years we’ve updated our operations to become much more dynamic in response to order processing and warehousing. We have developed more flexible distribution logistics to accommodate the increasingly varied customer delivery requirements across different localised regions. This has enabled us to achieve a 98% service rate, becoming more responsive towards the variable demands of specific customers across the UK.”
Being more flexible and responsive to the market is a huge advantage with UK production for Pukka Pads as well, with e-commerce and marketing director, Jessica Stott commenting:
STATIONERY THAT GIVES BACK
For new luxury stationery brand, Rebel Stationery, making products in the UK is about having total transparency about the quality of manufacture and limiting environmental impact. “We believe that it is possible for customers to enjoy beautiful products at fair prices without compromising the human and environmental cost,” says Annie Couldrey, creative director. “Obviously we run a business, so we are looking to make profit, but we feel that it is possible to make profit from quality products without compromising on our values.”
Hand-in-hand for Rebel Stationery with its commitment to UK production is giving back. “Our cause is a simple one: to shine a light on the amazing women working in the global textile industry,” says Annie. “Our diaries and notebooks feature examples of their work, and a percentage of our profits go to charities that promote fair living and working conditions. When we work with global artists our mission is to make sure they are fairly paid and are not being exploited. We believe everyone has the right to the dignity and respect of a fair wage for a fair days work. Too many people take advantage of cheap labour in other countries and we are keen to prove this is unnecessary.”
IN FOCUS – BRITISH MADE
“We’re proud to manufacture all our bespoke and branded filing at our Bingley factory in Yorkshire. This allows us to take a more hands-on approach to manufacturing as we have increased flexibility to quickly react to trends in the market and ensure the quality of production meets our standards, which is not always possible with outsourcing.”
She admits there are challenges with UK production, as it can result in a more expensive product and can be hugely affected by shipping delays which has been a difficulty in recent months. “Despite this, we remain champions of UK manufacturing as this is a more sustainable option for both us and our customers.
Sustainability continues to be a key focus at Pukka and UK manufacturing is just one branch of this, which is supported by our solar installations which enables us to offset our electricity usage and continue our journey to becoming carbon neutral.”
Despite the challenges of higher production costs, companies making products in the UK are proving that commitment to eco-friendly practices, ethical sourcing and flexible supply chains resonates strongly with consumers seeking responsibly made products. As global uncertainties persist, these companies are demonstrating that the future of stationery can be both sustainable and homegrown.
LEFT: The Stamford Notebook Company products are all handmade.
BELOW LEFT: Flexibility and responsiveness are two key advantages of UK production for Pukka Pads.
BELOW RIGHT: Notebooks are bound by hand at The Stamford Notebook Company using traditional machinery.
INSET LEFT: Rebel Stationery makes beautiful products that give back to good causes.
As a purpose-driven global organisation, we are dedicated to fostering sustainable change across the brand, licensing, product and retail sectors – including stationery.
What’s new in British-made?
Ring binder and lever arch files from ExaClair.
ExaClair Limited
Ring binder and lever arch file triple packs
Strong, lightweight and durable, these new products offer affordable quality and have been specifically designed to meet the needs of consumers who are seeking efficient filing solutions without having to purchase in larger bulk quantities, which makes them ideal for smaller businesses and the home office environment. Each pack contains either three A4 sized 30mm spine ring binders or 75mm lever arch files, supplied in single colours or an assortment of black, blue and red.
Good Tuesday
2025 Cocktails calendar
Good Tuesday’s Cocktails calendar for 2025 makes a great gift for mixologists, bartenders or cocktail lovers. Created in collaboration with Manchester-based artist Han Valentine, this extra-large art calendar is striking and features a different vibrant cocktail illustration each month, running from January to December 2025. National Cocktail Days are highlighted - the perfect excuse to mix up something new. Plus, the calendar’s LP size (12”x12”) opens up to reveal a spacious grid for appointments, notes, and more. When the year ends, each of the 12 prints can be turned into art prints around the home.
Coffeenotes
Tutti Fruiti and Splash collections
Tutti Frutti and Splash are new colours from Coffeenotes launching late autumn. Available in a range of products and sizes, including the popular three-pack, these sustainable notebooks made from {re}cycled coffee cup paper and are recyclable in your household waste or compost. All made in Dorset, UK.
The Stamford Notebook Company
Marlborough collection
Featuring a subtle-stripe textured vinyl coated paper with a hand dyed brown leather patch, which is gold foil embossed with The Stamford Notebook logo and finished with a complementing stitched edge. Available in four earthly tones, this notebook collection celebrates the glorious colours of the British countryside. Each Marlborough notebook is completed with Britishmade paper specially created for use with fountain pens and not only guarantees minimal feathering, but is reasonably opaque and has nominal show-through.
The 2025 Cocktail calendar from Good Tuesday features artwork from Han Valentine.
Pukka Pads
Haze filing
The range is inspired by the sandy desert heat hazes, with a design which reflects the bends of light rays which create a shimmering effect often seen in the desert. Featuring neutral tones and hot foil accents, the Haze range has a stunning holographic look. The range of filing consists of ringbinders, lever arch files, and box files in green, blue and taupe colours – all of which are made in Britain at Pukka Pads’ factory in Bingley, West Yorkshire.
Rebel Stationery
2025 diaries
Designed in-house, and printed and bound in London, all materials are sustainably sourced and crafted. The 2025 diaries feature 208 layflat pages on fully recyclable, FSC 120gsm ivory paper that has been tested with gel, ballpoint and fountain pens. Considerable space for note-taking and doodling, offering plain, lined and dotted pages towards the rear of the book. Three grosgrain ribbon markers, woven in the UK using recycled yarns.
The Tutti Frutti three-pack of
Marlborough notebook from The Stamford Notebook Company.
Pukka Pads’ Haze ringbinders.
2025 Rebel Stationery diary collection.
THIS MAGAZINE HAS LANDED ON THE DOORSTEPS AND DESKS OF RETAIL BUYERS ACROSS THE STATIONERY WORLD…
…these include specialist independent retailers, online retailers, right up to major retailers including names at Aldi, Asda, Fortnum & Mason, Nemo, Ryman, Tesco, Viking, WHSmith, Waitrose, Waterstones, and many more.
The next edition will be published in January ahead of the Q1 shows, benefitting from addition distribution at London Toy Fair, Spring Fair, Ambiente and more. A great way to influence buyers at the start of a fresh trading year.
To be included, contact Chantelle White – chantellew@max-publishing.co.uk
DIGITAL TOO...
IN ADDITION TO THIS MAGAZINE, STATIONERYNEWS.NET WAS LAUNCHED IN MARCH AND HAS BEEN HUGELY SUCCESSFUL IN
Advertisers can enjoy having their visuals land in nearly 15,000 inboxes, three times per week. These adverts can link to wherever you wish… your website, an email address, online catalogue, social media –or anything else.
To be included, contact Chantelle White – chantellew@max-publishing.co.uk
It takes time to become an ICON
Isaw the headline for this article in an ad last month for Laurent-Perrier Grand Siècle champagne – I like a glass or two of the sparkling stuff! – and it set me thinking about icons, and stationery icons in particular.
Stationery has an incredibly rich past, and a bright future in front of it, one of its great strengths is that it has so many amazing brands and icons, each with a story to tell.
Many stationery names are over 100 years old – some are over 200 – but, a little surprisingly perhaps to some, a great many are not. It’s very personal and is, of course, now also viewed as a lifestyle product. The pens and notebooks we use say a lot about us.
I have been interested in brands for as long as I can remember, and have been fortunate to work closely with a good number of major ones.
The fascination started when I was in the wine and spirit trade back in the days of Blue Nun, Mateus
Black & Decker, Dulux, Flymo, Wilkinson Sword, Nike, Slazenger, Le Creuset, Pyrex and Beechams were just some of the brands I got to know well. But back to the question posed by the headline – how long does it take to become an icon? The answer is that there isn’t a single answer.
“Stationery is the stuff of legends”
What all the brands I mentioned have in common is that none of them were overnight successes. It took time, and varying levels of it, to really make it.
Today, thanks to social media and digital communication, it can take a lot less time than it used to
The Last WORD
By Chris Leonard-Morgan , London Stationery Show
for something or someone to be described as an icon or iconic. Those words are certainly being used much
The history of stationery and stationery brands is a fantastic one, and a unique time tunnel. It covers hundreds of years of social and product development, and is closely linked to the worldwide increase in literacy.
Writing this article reminded me that, up until the last century, the majority of early company and brand names were the names of their founders. We have much to thank Messers Herbin, Faber, Pineider, Crane, Letts, Collins, Cross, Waterman, Smythson, Parker, Ryman and Sheaffer among many others for, including Smith where the Right Hon WH Smith MP, grandson of the retail giant’s founder, was the first Honorary Freeman and Liveryman of the Worshipful Company of Stationers in 1880.
Since then, the naming of companies and brands has undergone a huge and accelerating change with many companies choosing a different route, introducing new vigour and interest into brand names and, in the case of stationery, the category itself.
Examples include Montblanc, Filofax, Zebra, Post-it, Sellotape, Paperchase, Pukka Pads and Smiggle, while notable modern exceptions include Caroline Gardner and Katie Leamon.
And who 100 years ago would have forecast such names as Ohh Deer, Good Tuesday, Rebel Stationery and In Real Life, and that women would be such a driving force in the industry? We are witnessing a new age of emerging icons.
Stationery is the stuff of legends – dull it is not.
LEFT: Vintage Champagne kicks of thoughts of icons
FAR LEFT TOP: Right Hon WH Smith MP was the grandson of the retailer’s founder FAR LEFT
BOTTOM: Caroline Gardner (left) is one of the outliers of modern brand names
LEFT: Jamie Mitchell and Mark Callaby are the co-founders of the Ohh Deer brand
National Stationery Week
