Our strategy - convenience
With an extensive, UK-wide store estate, a growing footprint in the Republic of Ireland, and partnership relations that extend the availability of our products, we are already able to deliver convenience for shoppers in store.
Through our ‘Opening Our New Future’ strategy we will combine this market-leading physical footprint with our online presence so that our customers can enjoy a seamless shopping experience anywhere and at any time they choose.
Digital experience innovation
Our digital experience innovation is central to our growth plans and is anchored in improvements to our online platform as well as developing our omnichannel strategy and propositions.
We are focused on continuously improving our online experience and on a delivering phased range expansion in our digital channels.
We have now rolled out our first omnichannel proposition through the successful launch of a Click & Collect service nationwide. Our customers are now able to order any product from our online or app platforms for collection in store.
With over 1,000 stores, we now offer a unique service that allows customers to be able to collect their party hats or last-minute gifts with ease.
This is only the beginning of our omnichannel vision with new propositions planned to offer the ability for customers to interact with us in whatever way they choose, so we not only meet but exceed their expectations by offering multiple services with outstanding value.
Extensive UK & Republic of Ireland footprint
The strategy behind our nationwide store estate continues to be built upon the core principles of flexible, lower cost leases that provide the agility we need to adapt to changing consumer footfall trends.
We are continuing to grow and optimise our UK & Ireland retail footprint to support both our evolution into a celebrations destination and to fulfil our omnichannel ambition. Through both targeted acquisitions and new and extended relationships, FY25 was another successful growth year for our UK and international partnership programme.
Building on existing partnership agreements, we renewed our multi-year partnership with The Reject Shop in Australia, including an extension to a full-service model and seasonal range supply. Nearer home, we secured a multi-year agreement with Aldi to be an everyday greeting card supplier across the full UK & Ireland estate.
Growing international presence
Building on initial successes in attracting pilot international partners, our partnership model allows us to scale in selective markets primed for disruption.
The expansion of our partnership programme was a particular highlight in FY25 with two acquisitions helping to build further on our international expansion plans. An important strategic milestone was the acquisition of Garven, a leader in the design and wholesale of gift and celebration essentials in the US. Together with the signing of a separate wholesale supply agreement with a nationwide US retailer, the acquisition of Garven establishes a physical presence in the US market. In addition, we completed the acquisition of Garlanna, a publisher and wholesaler of greeting cards, wrap and gift
bags in the Republic of Ireland.
In the Republic of Ireland, cardfactory is a recognised high street brand in the Republic of Ireland, since 2017, with 41 Company-operated stores as at 31 January 2025. A curated cardfactory card range is now also sold in all Aldi stores in Ireland. In Australia, the cardfactory range has been delighting customers in Australia since 2020, through an extended cardfactory branded offer in The Reject Shop’s 393 stores.