Paper Kisses of Broughty Ferry is the first of what will be several stores to be transformed under a new upmarket retail concept from the Cardzone group. The tagline for the new concept is ‘cards, gifts and wonderful things’ which features prominently on the store’s signage.
The store was previously part of the Card & Gift/Something Special mini-group, which comprised four stores in Scotland that Cardzone acquired at the start of June.
Currently the 110+ stores within the Cardzone group (which trade under the Cardzone, Card Centre, Home & Fragrance as well as the Hallmark factory outlet stores) are positioned as value to mid-market shops, dependent on their location. The new Paper Kisses concept extends the group’s stretch into the upmarket, design-led segment.
While the design and brand treatment of Paper Kisses is something of a departure, the trading name harks back to the very first shop Paul Taylor, founder of Cardzone co-owned.
“It is rather special to be using the name of my very first shop as the brand for our new upmarket look. So much has changed since my early days in retail, but one thing is certain, the consumer expects to be wowed which is what we are aiming to do with the new Paper Kisses look,” commented Paul.
Scottish retailer David Robertson (md of JP Pozzi), who came on board with Cardzone in February as business development director on a part time basis has been working with Paul and his son James, the group’s trading director to develop the new Paper Kisses look.
“Paul and James are very aware that certain stores need to appeal to a different market and that their business model must adapt to the challenges of the High St,” David told PG Buzz.
As David explains, the Paper Kisses concept features “a light floor, white walls and grey base units to highlight the product and the new card racking also makes a real impact.”
The card selection under the Paper Kisses brand includes many more upmarket design-led brands while distinct jewellery, accessory, handbag and glassware brands also differentiate the offer from other Cardzone stores.
“Plan is to roll out more as and where appropriate, changing existing stores or acquiring other shops,” revealed David.
Work is already underway on the next store to embrace the new concept with Paper Kisses of Cults expected to open shortly.
While both of the first two Paper Kisses stores are located in Scotland, an area of expansion for the Cardzone group, it will not be confined to the north of border and will form part of Paul Taylor’s stated aim “to double the size of the business over the next three years.”
