Page 14 - BOSS Today Issue 44

BOSS Today #44 SPECIAL FEATURE

INSIDE THE

SHOWCASE

With its ubiquity (‘everyone needs something to write with!’),
consistent track record of innovation, and strong manufacturer
brands, the writing instruments market could be seen as a showcase
for the traditional stationery sector. In this feature, BOSS Today
takes a look inside thAT cabinet by talking to Pentel’s Graham Craik,
Chairman of the Writing Instruments Association (WIA).

f writing instruments are art and craft categories are seeing the education specialists
Ia showcase for the whole growth with high street retailers to get schools’ business. However,
traditional stationery market, it such as WH Smith and Ryman, as he also believes that some of the
would perhaps be no surprise that well as with discounters such as larger education specialists are
overall sales are being reported B&M, The Range and TK Maxx. now actively looking to expand
by some industry commentators their business outside of the
as being 6% or 7% down in 2018 The Blackboard Jungle schools’ sector: “We have seen
in value terms, with B2B sales One sector where writing some people’s names cropping
declining by as much as 12% and instruments have historically been up in what would usually be seen
retail sales staying fairly steady. consistently strong is in education, as everyday contract stationer-
However, Craik claims that he but Craik believes that there are type accounts. It’s fascinating,
does not recognise this overall a number of important trends particularly considering that
picture: “While B2B channel in operation here: “Across the the service levels of some of
demand is definitely a little board there has been a significant these specialists are pretty good,
weaker, and the high street is decline in education channels. although they cannot have the
quite significantly down year There is no doubt that schools range to fulfil a whole office’s
on year, we can see that this have less to spend, now, and there requirements any more than a
business has moved across to are plenty of stories about schools contract stationer could fulfil a
Amazon. The supermarkets are sending letters out to parents whole school’s requirements.”
significantly down because over requesting pens and stationery,
the last two years they have which of course is benefiting Staying Off The Bottom
simply reduced the amount of retail channels at the expense Furthermore, as education
space they allocate to non-food of the education specialists.” budgets are cut, Craik believes
products in order to shift away Indeed, Craik reports that the that the value of the education
from categories in which they education market is becoming ever market is decreasing faster than
directly compete with Amazon.” more of a competitive jungle, with its volume as schools look to buy
Furthermore, Craik reports that local dealers, contract stationers, cheaper writing instruments,
both the writing instruments and Amazon and others also fighting moving from the premium to the

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