Our differentiated advantage
Built on vertical integration
As a vertically integrated retailer, we control multiple stages of the value chain, minimising our reliance on third parties and improving visibility over costs, availability and margins. For cardfactory, vertical integration refers to controlling key stages of the product lifecycle – from design and manufacturing through to distribution and sale – creating a structurally differentiated and defensible advantage that supports consistent value, margin discipline and resilience through market cycles.
1. Data-led design
Data-led design enables rapid and relevant response to changing customer trends and preferences informed by sales data, customer insights and trend analysis.
79
Worldwide Design colleagues
739
Worldwide support colleagues
2. Large-scale manufacturing
Our large-scale print facility in Baildon, Yorkshire (Printcraft) is a core differentiator for cardfactory now complemented by the Funky Pigeon order fulfilment capability in Guernsey for personalised cards.
152
Worldwide manufacturing colleagues
330
Worldwide distribution colleagues
3. Own estate retailing
A scaled and growing retail and digital footprint, complemented by wholesale partnerships, extends our reach across multiple channels.
8,682
Worldwide colleagues
1,117
UK and Republic of Ireland retail stores
* All data correct as at 31 January 2026.
Our business model continues to evolve to enable our transformation into a leading global celebrations brand.
As we deliver on our ‘Opening Our New Future’ strategy, we are evolving our business model in six areas:
Our design capability
Insight-led ranges that keep customers choosing us.
Our design capability continues to evolve through use of customer insights, sales data and trend analysis. This ensures our cards, gifts and celebration essentials ranges meet the needs of loyal customers, while appealing to new demographics in the UK & Republic of Ireland, as well as for our partners internationally.
Our production capability
Speed, quality and value at scale.
Our in-house manufacturing facility provides card production for our UK, Republic of Ireland and international partner stores, now complemented by our online personalised card print and fulfilment capability for Funky Pigeon in Guernsey. We can produce new ranges in as little as four weeks and remanufacture fast-selling lines in days, supporting both our quality and value-for-money credentials.
Our buying capability
A more optimised global supply base.
As we expand internationally and grow across gift and celebration essentials, we continue to develop the sourcing and buying capability needed to support an optimised global supply base. This supports speed to market, with a continued focus on cost management, sustainability and product development.
Our distribution capability
Capacity headroom as routes to market expand.
We have been expanding our distribution capacity to support delivery of the strategy across stores, partners and digital channels. This includes the planned integration of Funky Pigeon into our fulfilment capability.
Our customer reach
More customer touchpoints across stores and digital.
We continue to grow our store estate in the UK & Republic of Ireland into underpenetrated locations. Our owned digital platforms, including Funky Pigeon, extend our reach to customers who choose to shop digitally. UK and international wholesale partnerships further broaden access to our celebration offer.
Our global scale & reach
Adding capability and reach with discipline.
Our vertically integrated model operates at scale across multiple geographies, supporting high volumes, consistent quality and efficient distribution. With established operations in the UK & Republic of Ireland and a growing international footprint, this scale underpins cost efficiency and enables disciplined expansion into new markets.
Creating value for...
Our customers
Our unique, vertically integrated business model ensures our customers can easily access an extensive range of quality and value products to meet all of their celebration needs.
Our colleagues
Our inclusive culture nurtures talent across the organisation and ensures we live our values every day.
Our suppliers
We are committed to building sustainable supplier relationships to profitably deliver products and services that meet customer needs.
Our communities
From individual store community initiatives to The cardfactory Foundation and 18-year long support of Macmillan Cancer Support, we place the communities we operate within at the heart of our business.
Our planet
We are delivering on our vision of minimising our environmental impact with sustainability embedded within our growth strategy.
Our shareholders
We provide consistent, profitable and sustainable growth, returning surplus cash to shareholders through a clear capital allocation policy.