b'STATIONERY BIZWashi tape from Stone MarketingPineider, from Lime Stationery and Art Legami, from Lime Stationery and ArtIts fascinating to see the differentbeyond. The stock is held in the UKproducts stocked in WHSmith ways each has established itself in theand the cohesion between the brandswere made here in the UK, whether UK. Take Fabriano for example, whoprovides retail customers with a one- paper based, pens, filing or plastics. I first remember seeing at Paperworldstop shop. Its recent introduction ofMany of these companies were in Frankfurt back in 2007. Froman online trade-ordering system allowsbought by foreign businesses who memory I believe they entered the UKretailers to access international brandswanted their expertise or additional by being stocked in Paperchase, byvia the click of a button. production capacity, or as a way of online retailer Bureau Direct, and byI was fascinated by the views ofgetting a foothold in the UK market. high-end independents, all of whomMichael Owen of Lime StationeryFor many UK businesses, these were happy to bring the stock acrossand Art, who explained that thedeals led to significant investment from Europe. Obtaining significantUK is considered a great market forand development. But like any distribution in the UK requires stockpremium stationery by almost allmarket, stationery is anything but to be held and managed by a UKmanufacturers globally. However, thestationary, and over time market distributor, as most British retailersbrands that will succeed here are thosedynamics necessitated the movement do not have the infrastructure toprepared to be flexible with the rules.of production to China, India and deal with stock coming from abroad.They need to adapt, and if necessaryother countries, where materials and Fabriano felt so positive about its UKchange to fit in with the British,labour were cheaper. Often, though experience it opened a shop in Coventbecause the British wont conformnot always, those previously acquired Garden! to international brands rules. Owensites were closed, and the businesses Kikki.K developed as a result ofadmits even big international brandsconsolidated back to their home the growing trend in journalling,find this out the hard way. countries.personal development and work/life balance. The Swedish brandWholesale and manufacturinglaunched in the UK initially for top- Its not only in retail that the UK end retailers to stock, opening twoattracts international brands. We dedicated shops in 2015. At Tophave seen the same developments in Drawer this year, kikki.K launched itswholesaling and manufacturing, too.THEY NEED TO wholesale business to allow smallerOtima, a very successful Brazilian UK retailers with a similar ethos andstationery manufacturer, introducedADAPT, AND market position to share in the brandsitself to the UK last year at the LondonIF NECESSARY popularity. Stationery Show. Because of the positive reaction, it is now launchingCHANGE TO FIT IN UK distributors in 2019, creating a USP with unusual Smaller retailers can also accessformats, interesting designs and to aWITH THE BRITISH, international brands affordably throughhigh specification. The challenges are distributors. We are very lucky tomany for any brand launching in aBECAUSE THE have a number of experienced anddifferent country, with most relating toBRITISH WONT knowledgable companies sourcing andlogistics and the management of stock, bringing great international brands tothough compatible formats, languageCONFORM TO the UK. Stone Marketing, for example,and designs must all be relevant to the specialises in gift, stationery and finenew market, too. INTERNATIONAL writing brands, many of which comeWhen I first started working in from Japan, Europe, America andstationery in the late 1980s, mostBRANDS RULES. SPRING//SUMMER 2019 59'