Hailing it as an ‘evolution in greeting card packaging’, specialist greeting card printer Windles has launched Kard Klasp, a solution to publishers wishing to offer unwrapped cards, thereby superceding the need to cellowrap.
Having worked closely with Woodmansterne to develop the publisher’s Close-Seal label – which Woody is now actively offering to retailers as a secure way of retailing a card with an envelope – greeting card printer Windles is launching Kard Klasp, a variation on a theme, being a shaped, printable, peelable sticker. Kard Klasp is being made available to all Windles’ publisher and retailer customers, and can be applied either mechanically or by hand.
Both Woodmansterne and Windles share the view that the industry‘s drive to further improve its environmental credentials through transcend individual businesses and as such the Seal-Close and Kard Klasp options, though very similar, are hoped to be widely adopted.
Department store group John Lewis & Partners, for whom Woodmansterne is the greeting card category partner, is very keen to progress speedily towards stocking unwrapped cards that use a mechanism which keeps the envelope with the card.
The ever inventive Windles has been working on coming up with solutions which answer the drive for ‘naked cards’ for the last two years.
“The term ‘naked cards’ has become an increasingly hot topic in the greeting card industry – as people and businesses seek to eradicate single use plastic where possible,” said Bruce Podmore, md of Windles setting the scene for Kard Klasp. “Some 23 months ago we set about focusing on how best to retain the symbolic features of the beautiful greeting card product”.
The Windles team was fully aware that any possible eco-solutions would have to tick several boxes, such as ensuring that a greeting card would retain its shelf presence and be aesthetically pleasing. “Other key considerations were that cost must not be a hindrance, the product needs to be tamper-evident and not open to consumers easily removing the envelope that has been carefully sought out for that particular design, not time-consuming to apply using a mechanical application, and most importantly removes the need for plastic,” adds Andrea Norcott, Windles’ sales director.
Windles’ solution, that is being branded as Kard Klasp is a paper-based, recyclable peelable label, which can be printed with a publisher’s logo. Details can also be printed on the reverse of the Klasp.
“The security of the Klasp means that a customer cannot remove the envelope while browsing, the product remains in tact as the Klasp delivers a seal of quality assurance,” adds Michelle Mills, business development and marketing manager of Windles.
While the Kard Klasp can be applied mechanically (Windles has developed a machine for this), it can also be applied by hand.
“It goes without saying that we have been delighted to work with Woodmansterne on its close-sealed solution. The environmental issue is something which is far bigger than Windles and Woodmansterne and for the sake of the industry, we both want to offer solutions to publishers and retailers that meet their needs in minimising damage to our planet,” adds Michelle.
Top: A mock-up of Windles’ Kard Klasp.