DTC brand debuts in Selfridges and to indie retailers via Faire platform
London-based direct-to-consumer stationery brand Papier has now entered the wholesale market through an exclusive partnership with Selfridges department store.
Launching just this month, the store is showcasing a curated selection of Papier’s bestselling products including journals, stationery, and planners – and will also be the only UK bricks-and-mortar store to offer its first foray into advent calendars featuring full-sized stationery, priced at £120.
Previously only available via its own website, the strategic move signifies Papier’s commitment to global expansion and its wish to broaden its reach as an innovator in the stationery industry.
The brand is now also available to independent retailers through the web-based wholesale marketplace Faire with a product selection which includes designs from its greeting card and giftwrap ranges.
Papier founder Taymoor Atighetchi said: “Our collaboration with Selfridges signifies a harmonious alignment of brand values and aesthetics, marking a significant step forward in our journey to redefine the stationery category for the modern consumer.
“We’ve evolved beyond the conventional boundaries of stationery, embracing seasonal collections, limited editions, and retail partnerships that have cultivated a devoted following eagerly awaiting each new release.”
He believes his vision for Papier as a “dynamic and trend-setting brand aligns seamlessly with Selfridges’ own ethos”, sees the business work more like a fashion brand than a traditional stationery company leaning into seasonal collections driven by on-the-pulse trends, limited editions and creative partnerships
Taymoor added: “Our products have captured a cult following and we often have a waitlist for new collections. Selfridges is a creative and exciting brand that aligns incredibly well, so they were the obvious choice for our first large-scale UK retail launch.”
Through Faire, Papier will be available in UK-based independent retailers following its growth to distribution at over 600 retail locations since launching wholesale in the US 11 months ago.
Having products available in bricks-and-mortar stores is an important part of Papier’s business strategy as, according to a survey conducted by the brand, 65% of its customers like to buy their stationery in shops.
The stationery sector has experienced a renaissance, driven by cultural shifts such as the growing preference for digital detoxes and the rise of hybrid working. The UK accounts for half of Papier’s revenue and the brand has grown its stationery revenue five times in the last three years, having been founded in 2015.
