Tomorrow (June 4) will see the launch of The Art File’s largest ever mid-year launch of new designs, which will debut on its stand at PG Live (at London’s Business Design Centre) – and two of the significant range launches, Snap to Grid (by designer Heather Flynn) and an Emily Brooks collection (produced in collaboration with the namesake artist) will also fanfare a major change for the publisher – they will be sold naked.
“Eliminating excess packaging is the responsibility of every business globally and at The Art File we are constantly researching how best to achieve this,” said James Mace, The Art File’s sales and marketing manager in an Environmental Statement just released by the company. “The view within the market has changed very recently and some retailers have already implemented a ‘go naked’ strategy. Our belief is that other retailers will adopt similar strategies on unwrapped cards over the coming months and that by the end of 2020, most greeting cards will be offered unwrapped.”
In keeping with this, the Nottingham-based leading publisher has pledged, that from the start of 2020, all its new cards will be supplied unwrapped to retailers. The only exceptions will include its collections printed on uncoated boards and those cards, which have added finishes such as gems. These collections will be available ‘topless’ – the publisher’s term for an open-topped cello bag.
“Continuing to offer a variety of finishes and materials on our greeting cards is important from a creative stance as well as offering a significant point of difference to our customers,” explains James. “Using boards with a high cotton content for instance offers a luxurious finish and makes for a very special greeting card. However, it is important to protect such a card in packaging to keep the card clean and in pristine condition. In our mind, it is about striking the right balance between excessive packaging and essential packaging.”
The Emily Brooks and Snap to Grid collections, will be the first of the publisher’s ranges to be supplied unwrapped, but will carry an easy peel seal on the side of the card to secure the envelope and protect the card and envelope from creasing or becoming separated from each other.
While James adds that it is important to embrace changes as much as possible and for the industry to “work together on the environmental challenges” that face the trade, he also stressed how The Art File wants to continue to support its retail customers as much as possible. “We understand that some will need their Art File stock to be wrapped for the time being and we will be able to fulfil these requirements,” he assured.
Adding to the excitement on its stand at PG Live, to mark the launch of its Emily Brooks card collection, Postmark’s co-owner Leona Janson-Smith will join James and the award-winning designer Emily for an exclusive Instagram LIVE chat at 11am tomorrow (June 4). Tune in online at @emilybrooksuk, or head to Stand 200 to hear these industry experts share their views on what’s the secret to a successful collection of cards in a time of product saturation?
Top: James Mace (left) and his father Ged, co-founder of The Art File.
