Craft Focus - Jun/Jul (Issue 73)

32 Putting pen to paper The stationery sector is thriving. Philip Wesolowski, managing director at Staedtler, tells Craft Focus how the historic brand is staying ahead of the curve Tell us a little about the history of Staedtler Staedtler is one of the world’s leading manufacturers of writing, colouring and drawing instruments, employing more than 2,000 people across 21 manufacturing and distribution subsidiaries around the world. With an impressive heritage dating back to 1835, it’s a modern brand that’s rich in tradition. It is Europe’s largest manufacturer of black lead and coloured pencils and offers a comprehensive range of stationery for school, home and work environments. Many of its products are internationally recognised classics such as the Noris HB pencil, the Mars plastic eraser and the Lumocolor marker. Every year in the UK, the company sells one of its famous yellow and black striped pencils for every man, woman and child in the country. Millions of children have learnt to write with this iconic design. Throughout its history, quality and innovation have remained key, with regular breakthroughs in product development, performance and manufacturing processes. We are also deeply committed to our environmental pledge – efficient for ecology. What are Staedtler’s most important products? Our range has evolved over the centuries to encompass a vast selection of premium quality writing and drawing instruments. Our stationery caters for every age group starting with learner pencils for very young children. Alongside this, we also offer an extensive craft selection including the popular Fimo polymer modelling clay. What are your bestselling lines? We’re anticipating particular success this year with our pastel range. From catwalks to cake stands, pastels are hugely popular at the moment, and we aim to take advantage of this. We have a number of ‘back to school’ products including rulers, pencils, sharpeners and erasers, and we’ve also introduced pastel highlighters – this is where it gets particularly exciting. Reaction has been truly staggering with response to our social media posts running at many times the usual level. Are there any new launches coming up? This year sees our biggest and most exciting product launch ever, taking the range into new territory. Our art line, Design Journey, is intended to foster creativity in people of every age. It’s a comprehensive collection of fabulous products backed by engaging displays to inspire and instruct. The visually appealing Comic range uses fun graphics in the brightest of colours to motivate children and adults alike to pick up a pencil and start writing and drawing. Our popular triplus family is also expanding with two brand-new products, together with exciting colours and other developments across the existing collection, with 60 fineliner shades now available. It’s not all about writing and drawing though, and we also have some extra Fimo sets that will open up all sorts of modelling opportunities. We now offer leather-effect Fimo, which is more flexible and elastic after hardening, and can be braided, pierced, embossed, cut and sewn. How can retailers get to see your products? There are lots of ways! We promote through the trade press, via our website, marketing initiatives, exhibitions, social media, trade associations and through our nationwide sales team. Staedtler has appeared at The Education Show for many years and also at Stationery Show London. For the first time in 2019 we hope to take a stand at The Handmade Festival at Hampton Court this September. Stationery and writing seem to be really popular at the moment – does this offer a significant opportunity for retailers?