Greetings Today magazine, giving you the bigger picture

Paperlink trials new product lines 

One of the exhibitors at Progressive Greetings Live 2011 is using the show as a test-bed for its latest product ranges and brands.

London-based publisher Paperlink unveiled a new brand in April called Ink which aims to distinguish its niche card ranges from its mass market brands, giving them a point of difference.

Product Development Manager, Clare Steed said: "The new ink brand encompasses some of our smaller cameo ranges.  Some have 8-10 cards in each range which are on trend and have a quick turnaround.  We aim to have between 30 and 40 niche brands and they have good growth potential."

In a shift from greetings cards, Paperlink have also diversified into new lines, launching a brand new stationary range at today's show.  "We have extended our product offer into more than just cards.  The bold and bright designs are on the back of our bestselling card ranges, Bangers and Flash and Inside-out", Says Clare. The range includes gift bags, pillow packs and notebooks.

Another interesting development is the partnership with The Chocolate Library, rebranding the traditional chocolate bar as more of a greetings product.  "We've taken all our experience of greetings and gifts and applied it to chocolate" says Clare.  The bars are decoratively wrapped with captions like Birthday Boy and Best Mum.  "Its all about creating a voice for a bar of chocolate" says Clare.  "We're not afraid to try new stuff."  

Watch out for more from this innovative company in the coming months.

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