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International Report
Globetrotting
Gumption
Greeting card export maestro Robin Littman, draws on his many years
experience of exporting British greeting cards to various countries around
the world to explain why overseas customers may well make up for lost UK
retail business in 2011.
With his passport at the ready, Robin went globetrotting, sharing his
jottings in his travel journal in which he maps out the greeting card
opportunities in various countries.
Sales to other countries can add substantially
to a card publisher’s overall turnover and can
more than make up for lost sales from UK
retailers. Export sales can also make a real
difference to sales and profit – in contrast to
some people’s perceptions. From a net
profit/contribution-to-overheads point of
view, the lower prices given to overseas
distributors are compensated for by the fact
that the overseas customer takes care of the
freight costs - plus there are no UK agents to
be paid. Also as orders are generally larger
than domestic retail orders there are
economies of scale to be enjoyed in various
other ways too.
Beyond all of that, despite some
countries having their own economic
difficulties, feedback I have received in the
last few months show that overseas
distributors are even more interested
than before in finding
something different to
offer their retail customers,
as that is how they can
beat their competitors.
As I have discovered
over the years, the
creativity of British
greeting cards acts as a
Above: Robin Littman sets the route for his
globetrotting.
Right: United we stand! Robin Littman at
the PG Live Overseas Visitors Drinks
Reception held on the eve of the show with
(left) John and Bindi Simson (of Simson
Cards in Australia) and Eli Nelson (of Nelson
Line from the US).
Ireland
magnet for distributors which means that
we have an enormous advantage over
other countries. With the £sterling still
relatively weak against the $dollar and the
euro, there is an extra incentive to
buy British.
Here is what I have learned travelling
through various different countries around
the world recently…
Starting on our own doorstep,
there’s a myth to be dispelled
before we even start. As James Raleigh of
Papertree, one of Ireland’s leading distributors
said: “Rumours of the demise of the Irish
economy have been greatly exaggerated! It is
true that at governmental and banking levels
a bail-out was required and several chains,
such as booksellers Hughes and Hughes had
to close 12 bookshops and airport shops. But
they then opened six new outlets at rents half
the previous levels! Yes, many independent
retailers have disappeared, but consumers are
still buying cards – even though they are
much more price-conscious as they are made
all too aware that the days of the Celtic Tiger
with rampant growth are over.”
As for 2011, James feels that the worst
is probably over as the economy starts on
the road of a realistic recovery. The retailers
who have survived are probably now going
to be there for the long-term. Above all,
howe ver, pr icing remains k e y – UK
publishers please note!
Above: Harlech Castle in Ireland.
PROGRESSIVE GREETINGS WORLDWIDE
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