Balloon firm takeover while Smiffys joins Enesco owner Ad Populum
The party industry has seen two changes over the past couple of days with Anagram acquiring the assets of Pioneer Europe, and Smiffys becoming part of the same Ad Populum group as giftware brand Enesco.
Leading balloon manufacturer Anagram International USA’s strategic acquisition of Pioneer Europe brings together two industry leaders who have significantly shaped the premium balloon category in foil and latex over many years, and are well known to the many greeting card retailers who stock balloons.
In the announcement yesterday, 1 July, Anagram’s president Jim Plutt said the company, which has been running for over 40 years, has established Anagram International as its new EMEA head office, commencing operations this month, to “re-establish itself as an independent global company that prioritises innovation and customer service”.
He added: “We now plan to provide our partners in the EMEA region with the most comprehensive foil and latex balloon programmes. The experienced team from the former Pioneer Europe, located in Bishop’s Stortford, will lead this initiative, managing the distribution of Anagram’s and Pioneer’s product ranges across the EMEA region.”
Marie Gransbury, newly-appointed md at Anagram International trading as Anagram Europe, added: “I would like to start by thanking all of our customers for their business over many years; your support and loyalty has been greatly valued. I am very pleased to say that we have been able to keep all employees as part of this acquisition process.
“The team and I are delighted to be able to partner with Pioneer and Anagram customers, old and new, to develop the European balloon business together. I believe there is a great deal to look forward to, as we focus on bringing innovation, service and commitment to our customers.”
All existing Pioneer Europe contact telephone numbers and email addresses will remain in place in the short term, and the account management team will begin reaching out to all customers over the next week to provide a more detailed update. New customers, or customers with immediate queries can contact the team on emea@anagramint.com.
Meanwhile, after dress-up specialist Smiffys – RH Smith & Sons – filed a notice of intention to appoint administrators at the end of May, it was announced on Friday, 28 June, that Ad Populum has acquired the business.
In the definitive agreement Joel Weinshanker, md and founder of the company that owns brands including NECA, WizKids, Kidrobot, Enesco and Rubies II, will lead the worldwide Smiffys business.
He said: “Smiffys joins the Ad Populum group of full-service, boots-on-the-ground brands that in this day and age are necessary to properly service our retail partners.
“Our leading-edge marketing and technological innovations not only provide best-in-class products, but help drive traffic to our partners, creating a truly unique winning offering that is unmatched for consumer demand.”
Founded in 1894 by Robert Henry Smith, Smiffys began as a wigmaker, creating court and surgical wigs and has become a leading dress-up brand distributing nearly 5,000 products to over 1,700 stockists around the world with over 26million items shipped every year.
