Publisher Profile Clare Maddicot
Relaxing after the deal: L to R: Richard and Clare Maddicott and
Brian Carey
Putting Abacus and Clare Maddicott together
looked a tough job but as GT discovers, there
was never any doubt it would work out just fi ne.
MadMaddicodicot match-up
“The market
he purchase of Clare Maddicott and determination to maintain the integrity and
T
by Abacus last year set tongues success of the brand.
for both
wagging among greetings “Much of the original culture is maintained
card publishers, not least on by our use of established artists and
brands is the question of how the two designers such as Linda Edwards and
businesses would fi t together. Patricia McCarthy,” says Carey. “Their work
really quite
But as Brian Carey, MD of Abacus and the is acknowledged as having enormous appeal
different and
principle dealmaker involved points out, that on any card rack and we aim to capitalise on
was never going to be a problem. this in the future while our creative team led by
although
“In truth, two or three of us here always Bev Cunningham looks to bring in additional
‘quite liked’ the Clare Maddicott range,” says talent.”
they are
Carey. “So when the opportunity arose to Carey is keen to point out that there are
purchase we thought it an opportunity too no obvious benefi ts to retailers from having
competitors
good to miss. Maddicot and Abacus in the same stable and
“And it wasn’t a question of how Maddicot there will be no encouragement of Abacus
they will would fi t in with Abacus because almost the retailers to stock Maddicott or vice versa
positively
opposite is the case. Maddicott is so, so unless the situation merits it.
different to Abacus in concept, design and “The market for both brands is really quite
feed off each
distribution and both have their strengths so different,” he adds. “We believe our customers
we were pleased with the obvious differences. will not thank us for any attempt at blanket
other in the
There’s little danger of Maddicott being distribution. However we believe retailers of
absorbed by its bigger brother.” both brands will see considerable benefi ts
future.”
Clare Maddicott’s eponymous business brought about by increased investment.
was known for its vibrancy and quality of Although the two brands are competitors there
design since its beginnings in the early is no question that Abacus and Maddicott will
nineties from its picturesque base in Ludlow, positively feed off each other in the future.”
Shropshire. On the question of there being further
Commercial realities dictated the closure of acquisitions in the pipeline, Carey is typically
Maddicott’s Ludlow operation and a move to cagey, saying: “Our strategy is obviously to
Abacus’ offi ces in Kentford, near Newmarket. build and develop on the success of Abacus
But the upheaval was soothed by Richard and if this sometimes means by acquisition
Maddicott’s role as a then we are ready and very willing to follow
consultant during the this route, as you can see from the Maddicot
transition period – a role acquisition and others that may follow in the
he continues to carry future.
out now on a more
occasional basis plus
and the retention of
Maddicott’s original
team of sales agents.
Newmarket may
not match the idyllic
setting of Ludlow but
as Carey underlines
the new operation is
brimful of enthusiasm
26 Greetings Today
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