FEATURE / GIFTS FOR CARD SHOPS
Fraser Studio
Colin Fraser, the canny Scot who has established
a reputation for cherry-picking the best gift lines
from America, believes that his company is fast
becoming a one-stop shop for card retailers.
“We have always done business with card
shops,” says the managing director of Fraser
Studios. “A card shop is a place where someone
goes because they need to buy a card for an
occasion and nine times out of 10 they will also
need a pick-up gift. You just need to inspire them
with the right gift products.
Rainbow Designs
“When we look for new gift lines we identify
which ranges are successful in the thousands of
Anthony Temple, Managing Director of character Hallmark stores in America. People design lines
gift, toy and nursery specialist Rainbow Designs is specially to go after that business because they
adamant that greetings retailers need to think big know they can open three or four thousand doors
when it come s to devising their giftware ranges. immediately.
“Iconic signature brands need no introduction “There are a few hundred Gold Crown stores
and create an instant bond with customers whether here. It’s nice business and Hallmark own a
in a greetings or gift retail setting,” he explains. tremendous number of them, so you don’t have to
“With the classic characters such as Paddington contact 250 buyers to get into them.”
Bear, Miffy and Peter Rabbit, there is no need for Colin has exclusive UK distribution deals for
the hard sell which is more appealing for customers many of the ranges stocked by Hallmark stores in
and makes life easier for the retailer. the United States. And all of them are racking up
“Presentation of the gifts however is paramount. big sales for both card and gift retailers.
Card-based retailers need to carefully consider He cites the recently introduced Ballmania
the space available and maximise it with creative lip balm and lip gloss products that have taken
display techniques. Tidy, orderly and attractive America – and now Britain – by storm; WoodWick,
product presentation is essential in a competitive the candle with the crackling wick; LittleGifts
gift market. This is why Rainbow takes great care keychains; Malden International Designs’ photo
and attention over its packaging and display frames, and the Cottage Garden music boxes,
options with counter top units, clip strips or backing which he unveiled at Home & Gift.
card to show product at its best. “So if you’ve got a card shop in the UK – and it doesn’t matter if it’s
“Although they sell themselves, for most a Hallmark store or not – you can cover 50 per cent of your giftware
effective results foundation brands still need to be categories just by coming to us. It’s all about having the right products
merchandised and displayed in an obvious and very at the right price points. And we do.”
visual way. Gondola ends work well and are eye Tel: 01592 774 540
catching, and repeat product display can create a
Web: www.fraserstudios.com
very dramatic showcase in itself.
“The licensed characters act as the initial draw
Boxing clever
for the customer but easy, enticing and exciting
Fraser Studios has snapped up the exclusive UK distribution rights
displays is what helps form that fi nal decision to
for Cottage Music Boxes, a category leader in the United States and a
purchase.
division of America’s Roman Inc.
“We would also encourage greetings card
“The joy of this range is that retailers are provided with a bank of face
retailers to offer a selection of impulse buy gifts to
paper graphics and are able to change the appearance of the music
complement card purchases. We offer plush in gift
boxes at the drop of a hat,” says Colin Fraser. “Because it gives them
bags, quality stationery and keyrings across almost
hundreds of combinations, they always have the right product for the
all of our key brands and by positioning these
customer and are never stuck with stock or forced to discount it.”
offerings near the till, retailers can benefi t from this
The impressive range includes two new heart-shaped music boxes
additional revenue opportunity and life is made
with RRPs of £19.99 and £26.99.
easier for customers, who leave the store with a
greetings card and quality licensed gifts.”
Tel: 0870 758 7700
www.rainbowdesigns.co.uk
.co.uk
eetingstoday
.
gr
www
34 www.greetingstoday.co.uk
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