Craghoppers steps Scotts & Co
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up marketing activity
buys Bloom
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Scotts & Co, whose catalogues include Scotts of Stow,
Cucina Direct, and The Original Gift Company, has
added another brand to its portfolio. In mid-May the
company fi nalised a deal to buy silk-fl owers cataloguer
Bloom and Green, which fell into administration on
17th April after a decade of trading. Scotts & Co will
relaunch the brand under its original name, Bloom.
The founders of Bloom and Green, Laurent and
Tiffany Giudicelli, will remain with the business as
salaried employees and shareholders. Scotts & Co chief
executive Nigel Swabey told Catalogue e-business that
Travel and outdoor gear cataloguer life off the beaten track, with the strapline they will continue to handle all front-end operations,
Craghoppers said it exceeded its fi rst- “Go your own way”. Complementing the including product sourcing, catalogue production, and
quarter sales target by 19 percent. It TV adverts are print ads within the travel art direction, from Lincolnshire. They will also operate
credits the growth in part to an increase sections of newspapers and in magazines a separate business, funded independently, under the
in the number of people holidaying including Lonely Planet. “We’re investing a Bloom and Green brand, serving the company’s wholesale
in the UK rather than abroad and the substantial sum for a company of our size,” clients such as John Lewis. All fulfi lment, print buying,
resurgence of walking and hiking as McNamara said in statement. and sourcing of sundries such as polywrapping will be
leisure pursuits. Craghoppers operates a catalogue, a done from Scotts’ base in Swindon.
Managing director Jim McNamara website, and a wholesale division, but it Bloom will send out a summer sale catalogue followed
expects performance to get even doesn’t have its own retail stores. To help by an autumn catalogue in September or October. Bloom-
better in the second quarter, buoyed counter this, in April the company opened branded merchandise will also appear in some Scotts
by the company’s fi rst-ever television a concession in the fl agship Covent catalogues, and the company will include inserts in product
commercials. Running for four weeks Garden store of Stanfords, a retailer of despatches and catalogue mailings where possible.
beginning 2nd May, the Craghoppers travel books and maps. Craghoppers Swabey is confi dent that Bloom will appeal to his
adverts on the Discovery and National merchandise is already available at Field & customer fi le. “On previous swaps between Bloom and
Geographic channels use footage from Trek, Cotswold Outdoor, Blacks Camping Scotts of Stow we observed a higher duplication rate than
photo shoots in Cambodia and Vietnam & Leisure, and Debenhams stores, with any other list we swap,” he says. “The proposition is
to tell the story of a traveller experiencing amongst others. perfect for our database.”
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