Moonpig is about to expand its greeting card portfolio to include branded 3D greeting cards, supplied by leading greeting card publishers.
Moonpig is about to expand its greeting card portfolio to include branded 3D greeting cards, supplied by leading greeting card publishers.
Prior to this Moonpig’s card offer has focused on print on demand personalised designs.
The trial into 3D cards, which kicks off next month (July) is only the first step into Moonpig broadening its card selection with the addition of ‘bought in’ publishers’ designs.
“It’s all about putting greeting cards back at the very heart of Moonpig,” summed up Geoff Sanderson, design director of Moonpig, acknowledging that there has been considerable activity promoting its flower and gift aspects of the business in the last few years.
“Personalised cards represents around 5% of the whole greeting card market, we want the opportunity to be part of the remaining 95%, while offering the consumer the ease and convenience of buying the cards online and having them delivered to their door,” Geoff explains.
Having worked in the greeting card industry for many years, both on the publishing and retailing sides, Geoff admits it seems strange to define Moonpig’s latest strategy as a “move into ‘non-personalised greeting cards’, which everyone else would just call ‘greeting cards’!”
The initial trial of 3D cards, the range of which has been put together by Moonpig’s head of licensing Sarah-Jane Porter, includes designs from My Design, James Ellis Stevens, Forever Cards and The Art File’s FORM range, among others.
Sarah-Jane says that the “ultimate aim is to blend the personalised options” in with the branded publisher cards.
This move into ‘traditional’ greeting cards coincides with the company’s physical move of its headquarters into a former Daily Mirror printworks in the heart of London’s Clerkenwell as well as the appointment of a new managing director in Nickyl Raithatha, who starts on July 2. Nickyl, the founder of online fashion business, Finery, takes over from James Sturrock who has decided to leave the business after four years at the helm, during which he doubled the size of the Moonpig business, delivering three years of double digit growth.
Moonpig was responsible for 15 million greeting cards being sent in 2017.
