Publisher Profile
Vogue
Cardmix, the
youthful division of
Woodmansterne is about
to fl y the nest and set up
fully on its own. Greetings
Today talks to MD, Julian
Perryman, about how
retailers will benefi t from
the move.
IItt’ss all i all in tthhee mix mix
lready, Cardmix has been a strong, distinctive portfolio of designs that
A
transformed into a fully are treated as brands. What they all share
separate Limited business is an original, slightly subversive approach
with Woodmansterne’s to greetings cards combining wit, humour,
former sales director, Julian modern art and beautiful design.
Perryman, installed formally “It’s a completely different look and feel,”
as managing director. And adds Julian. “Our customer has a younger,
the separation will be complete when Cardmix quite original outlook on life whereas I think it’s
moves out of its parents’ offi ces into new true to say that the classic Woodmansterne
premises. customer is a tad more traditional.”
Transforming Cardmix into a fully The award-winning licensed designs in the
independent business has been part of the Have I got News For You range have been
plan all along and the challenge of building selling strongly since launch and show no sign
Cardmix into a strong, standalone greetings of tailing off, while the graffi ti-inspired art of
card business falls squarely on Perryman’s both Blakey and soon to be launched designs
shoulders. by Ge Fung hit a chord with consumers who
In truth, the plan for Cardmix has been four grew up enjoying the street art of Banksy. Then
years in the making. Woodmansterne initially there’s the female-focused humour of Drama
launched the division to offer quirky, edgier Queen and the highly visual, decorative style of
designs targeted at the aspirational sub-40 Stephanie Rose.
years old market. Humour is never far from the surface of
“We saw tremendous sales performance Cardmix’s output. But it’s suggestive rather
for Cardmix straight away,” says Julian. than in your face, with not a swear word in
“But the sales weren’t cannibalising those sight. Even in the female humour of Drama
of Woodmansterne, they were incremental Queen the punchline is suggestive rather than
business, which is why we decided to develop spelt out. Julian is working hard on another
the division separately and give it the focus it female-focused range, which he hopes will
needed.” tickle women’s fancies – more of which
Since going live as a limited company, another time.
Julian says he is delighted with the sales In the meantime, there are four new
performance and is upbeat about the elements to the mix ready to be launched in
future. Despite the economic slowdown, June (see right) - from the uber-fashionable
he is confi dent that the opportunity for homage to glamorous Vogue to the nostalgic
Woodmansterne and Cardmix to target comfort of Carousel.
different retail space remains strong. Retailers “What we’re doing with Cardmix is building
should expect a seamless experience dealing a mixture of complementary ranges,” says
with the ‘new’ business as nothing has really Julian. “We now have a wide selection that
changed on the ordering and supply side. appeals to a cross-section of consumers. As
From its early days, Cardmix developed we have developed we are now able to satisfy
Ge Feng
24 Greetings Today
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46