b'STATIONERY BIZPens from Stone Marketing THE APPEALStationery by Brazilian OF THE UKmanufacturer OtimaMARKETWith B-Day just around the corner, HENRI DAVIS explores why Britain remains irresistible to international stationery brands.IN THE LAST 10WE HAVE been a nation of stationeryin the City of London which controlled lovers for generations. The Stationerswho could do business within the YEARS WE HAVECompany, established in 1403, iscity walls, and which ensured that testament to this. Mike James, whostandards were maintained. And SEEN SEVERAL NEWworks in the office supplies sectorthe other major influence was the and who is Court Assistant and Chaircommonality of language, with English INTERNATIONALof Stationers Livery Committee,being spoken in so many countries ENTRANTS TO THEconfirms the Stationers Company hasaround the world.around 1000 members. He reveals that UK STATIONERYsome 3% are from outside the UK,Why the UK is such an attractive and that the number is growing yearmarketMARKET, AND THEYon year. They join because they dontToday our retail structure is still have anything like this in their ownunique, even if it is going through a ARE A REALLYcountries. Today, individuals fromperiod of difficulty and change. The INTERESTING MIX. organisations such as Jalema, Tombowrelatively small size of the UK, the fact and H.P. have joined for the obviousthat a lot of retailers have multiple business benefits, but also to be partoutlets around the country, and the of a Livery Company that celebratesconcentration of retail activity into a long history of relevance to itsvibrant shopping centres, mean it is industries.easy to get brand coverage quickly Why are we so unusual in havingand cost effectively if you can get this history and what makes the UKyour product listed by one or two key such an attractive market for foreignretailers in your sector. Compare this businesses in the wholesale, commercialwith the fragmented retail structure and and retail sectors? Well, it started withsize of countries like France.the establishment of the medieval guildsThe multiple retailer type model means there is a good, better, best structure to our retail market that allows brands to position themselves versus one another. Consumers understand this and choose where to shop accordingly, knowing the quality and type of products available to them.International playersIn the last 10 years we have seen several new international entrants to the UK stationery market, and they are a really interesting mix. We have the Italian heritage brand Fabriano, kikki.K from Sweden, and Australian brands Typo and Smiggle all targeting different categories within the stationery market.Troika pens from Lime Stationery and Art 58 SPRING//SUMMER 2019'