Our unique vertically integrated model

A powerful business model that works seamlessly to deliver on our customer proposition. Delivering a steady stream of new products and innovations through an integrated design studio, manufacturing capability, and extensive retail estate.

Business Model Business Model

Our design insight

Using insights, sales data and trend analysis, our design studio and commercial team continue to ensure our product offering meets the needs of loyal customers while drawing in new demographics.

Our production advantage

We benefit from our own large-scale Printcraft print facility in Baildon, Yorkshire, which can produce 270 million cards per annum, with new ranges produced in as little as four weeks and quick selling lines that can be remanufactured in just days.


Our 1,000+ stores across the UK & Ireland are our main route to market, offering our full range and retail experience to our customers. Additional access to our range is available from the online offer and via our UK and international retail partners. Through the introduction of new omnichannel propositions we will be able to leverage the scale of our store estate and online offer to provide a seamless, convenient shopping experience. This started with the introduction of a Click & Collect service which is now available in stores throughout the UK.

Gifts and celebration essentials

Transitioning cardfactory from being a store-led card retailer into a market-leading, omnichannel retailer of cards and gifts was a key priority for FY24. While cards remain the largest part of our business, our strategy is to increase our focus and drive growth in gifts and celebration essentials.