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.

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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 making strong progress in accessing underpenetrated markets, such as central London and the Republic of Ireland. We are enhancing the appeal of our stores by rolling out our new Store Evolution Programme which is helping adapt our stores around our expanded gifting offer.

Our partnership model allows us to reach more UK & Republic of Ireland shoppers in additional convenient locations that meet the growing demand for impulse buying. In the UK, we have two successful retail partnerships with Aldi and Matalan, with over 560 points of sale.

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.

With an addressable international gifting and card market in excess of £80 billion1, we have identified and are in active discussions with future partners in seven priority international markets for franchise and wholesale partnerships.

1.Source: GlobalData Global Expansion Project (July 2022).

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In Australia, we have over 370 points of sale with The Reject Shop, and also have an existing franchise partnership with an operator of stores in the Channel Islands and Gibraltar. Most recently we announced our first franchise stores in the Middle East through our partner, Liwa.

In May 2023 we announced the acquisition of SA Greetings which means we now have our first presence within that market both as a retailer and wholesaler.