UK Greetings (UKG) has added a sixth brand to its portfolio in the form of iconic US card and stationery supplier Papyrus, which is set for a full launch to the UK market in spring 2012. The brand will be delivered via UKG’s Carlton Cards division.
UKG is currently undertaking a Test, Learn and Launch programme involving 16ft of Papyrus cards, gift dressings and stationery product in a small number of retail stores in the U.K., with the aim of gauging price point sensitivity and general consumer feedback, which so far has been overwhelmingly positive.
All designs being tested are from the existing U.S. product range, with price and bar code information changed for the UK.retail market. Product for the full launch later in 2011 or early 2012 will, where necessary, be amended slightly with U.K. icons and spelling whilst retaining the essence of the original product. The ultra-feminine Bella Pillar designs (left) in particular are doing well said the U.K.G. spokesperson Amanda Miles.
Papyrus is a high-end greetings and stationery brand with price points for cards that range from £1.90 – £5.70 and the majority of products positioned towards the top of the pricing structure. Retail partners wishing to stock the brand will be asked to make a significant space commitment to ensure the unique Papyrus style is displayed to its full advantage.
A number of high-end independent stationery retailers have opened up shop in recent months to target the lucrative ‘ladies who lunch’ market. “The bottom of the card market is saturated” commented Ms Miles, “but we believe there is space at the top for a brand such as Papyrus [in the UK].
“Our challenge now is to ensure the UK understands what Papyrus is all about, and we have a fabulous showroom in Croydon all geared up to present the brand to its full advantage”.
In 2009 Papyrus forged a deal with UKG’s parent company American Greetings (AG), in which Papyrus exchanged its card publishing business for AG’s shops. Papyrus now operates from 180 stores across America.