Judge and Dury

Up close and personal with Card Factory’s chief commercial officer Adam Dury

 

With a raft of new model stores, a first central London shop, and a Retas trophy to boot, Card Factory is riding high under the leadership of chief operating officer Adam Dury.

Now three years into his role with the UK’s market leader in card retailing, Adam gives PG the chance to judge the man himself – here he talks shop and reveals more about his life…

Above: Card Factory is upgrading its offer with new model stores such as at Coventry and Bury
Above: Card Factory is upgrading its offer with new model stores such as at Coventry and Bury

When did you decide retailing was for you? “I started working on a market stall selling fruit and veg at the age of 13, that’s when I knew it was the career for me.”

What attracted you to join Card Factory? “I’ve always believed in the business and had bought shares in it long before I joined the company. I had watched it grow from afar – it’s an amazing story, how it all started with Dean Hoyle selling cards from the back of the van to become a real game changer in greeting card retailing.”

Above: Adam visiting favourite indie clothing store Purple
Above: Adam visiting favourite indie clothing store Purple

Having spent 23 years involved in the greeting card sector, with M&S, Tesco and Card Factory, what is it about the industry you find so engaging? “There are very few other products that, fundamentally, you spend so much time buying for someone else to make them feel cared for and supported. It makes me feel proud that the consumer trusts us in the industry to have the ability to convey meaningful sentiment they can pass on, through the humour, editorial and design. It’s a very special industry, there is no doubt.”

What three other retailers do you really respect? “Firstly, Next for how it has transformed its business to be truly omnichannel. Secondly, Oliver Bonas for being so in-tune with its customers, and thirdly, Purple, an independent menswear shop in Harpenden where I live. It started in a back street and has now relocated to a more prominent position on the main High Street, it’s added a coffee shop and hairdressers and opened another branch. A true entrepreneurial business.”

Above: Adam has just overseen the opening of Card Factory’s first central London store, in Tottenham Court Road
Above: Adam has just overseen the opening of Card Factory’s first central London store, in Tottenham Court Road

What irks you most about our industry? “The price of postage! It would be so great if Royal Mail could reduce the price of stamps.”

Other than what you are doing now, what would be your dream job? “I’d love to be a professional footballer. I’m a massive Liverpool FC fan.”

What’s your guilty pleasure? “A generous glass of red wine, a Saint-Emilion would be up there near the top.”

Where would you like a magic carpet to take you? “It would need three stops…Chicago first, then on to The Maldives – tragic to think it might not be here in 20 years’ time – finishing off in the hustle and bustle of Hong Kong.”

Top: Adam with the Card Factory team collecting the 2022 Retas award for Best Specialist Multiple Retailer Of Greeting Cards

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