Craft Focus - Dec/Jan (Issue 76)

65 PROFILE How would you advise a retailer who is interesting in stocking ExaClair’s range? Craft needs to be brought alive in-store, so it is crucial that managers offer workshops and demonstrations on techniques that will inspire shoppers, creating a sense of community in order to drive sales throughout the year. We support retailers in this respect by offering in-store Décopatch demonstrations as part of our marketing package. Is the craft and hobby market a crucial category for ExaClair? Craft is a very important part of our business at ExaClair and it is growing, mainly through our Décopatch brand. Does the company offer marketing support for retailers? The industry is very competitive, so we support our customers through initiatives including in-store demos, social media content, consumer engagement programmes, workshop events and promotions for our customers to make the most out of seasonal occasions like Christmas, Easter and Mother’s Day. For several years we have recognised the importance of bringing stores to life as this encourages customers, ultimately driving sales. We currently have Décopatch demonstrations in new Hobbycraft outlets as part of the retailer’s grand opening initiatives. Does ExaClair exhibit at any trade or consumer shows? Our main focus is the London Stationery Show, which takes place at the Business Design Centre each spring. What stationery trends do you expect to see in 2020? Pastel colours are really on-trend, and high-quality products made from recycled materials are very important to consumers. We are launching a collection of office stationery across books, pads and filing in fantastic pastel shades. Our Forever range, which is made from post-consumer recycled material and is Blue Angel-certified is also being extended with a variety of extra colours, in addition to a new premium-quality recycled notebook. Within craft, the upcycling trend continues to grow and Décopatch is the ideal medium to give new life to old and tired furniture and household objects. We will be releasing a selection of new papers designed with home décor and upcycling projects in mind. +44 (0)1553 696 600 exaclairlimited.com