The family-owned luxury stationery specialist is located in the heart of London’s upmarket Mayfair district.
With its shop forced to close its doors during lockdowns, and much of its core business printing work such as invitations for events halted, the firm decided to turn the crisis into an opportunity.
“At the start of the pandemic almost all our work stopped, so we thought what do we do now?” said director Alex Cain.
“As the saying goes, don’t waste a crisis, and it’s hard to sit still and do nothing,”
The firm’s shop had previously involved a long counter with its design team working on one side.
It said it had now been “reimagined as the home of stationery” ahead of the retail reopening that took place on 12 April as part of the roadmap out of lockdown.
The whole 280sqm area has now been opened up as a showroom with space for customers to browse off-the-shelf products and bespoke design options.
“It’s completely new and there’s nothing we didn’t change,” Cain said.
“It’s a really nice space and we also have a private consultation area. Given the psychology of what we’ve all been through, it’s important that people are comfortable in the space,” he explained.
The firm’s design team has relocated to a bright studio to the rear of the building, while its e-commerce operation, which has remained operational throughout, is located on the lower floor.
Interior designer Adam Bray, a friend of Cain and also a regular customer, advised on the new look (below) which includes bold red cabinets and shelving.
Cain said the firm had also “really upped its game” on its creative window displays, including collaborations with paper makers GF Smith and Fedrigoni.
He said that while the revamp had involved a substantial investment at a difficult time for the company, he was delighted with the results and the reaction from customers had been overwhelmingly positive.
“They love it. We were apprehensive at first because we thought people would have a mental picture of how the shop was previously. But they love it and they came flooding back.”
Pre-pandemic the firm had sales of around £4m. Cain said that most of its 26-strong team was now back from furlough and he was optimistic that business was picking up as society reopens.
“I think there’s something to be said for print because it’s a physical thing. We’ve all been doing so much digital screen time, but it’s missing something and it’s that connection. You do get bored doing everything online. The whole experience of a transaction is going to be more important,” he added.
The firm has a separate 930sqm manufacturing site in East Acton which is home to its specialist equipment including die stamping and engraving machinery.
It holds a Royal Warrant with HRH the Prince of Wales.
