Page 17 - BOSS Today Issue 23

Wharton believes that, overall, of the grocery multiples: “Some “Students are the buyers of
the market – worth some £45m years ago, the grocery companies tomorrow and they are driving
at manufacturer prices – is identified stationery and other the changes in products.
currently split 50/50 between non-food products as a growth Nuco have developed a range
own label and branded products, opportunity, and this has had a of student products that
with retailers responding to these large and increasing influence are very different, featuring
upmarket trends by creating on the volume bought through multifunctional benefits such
their own premium products, the retailers. The amount of as strong plastic spiral binding,
and branded manufacturers category space that the majors which means that the product
developing super-premium are allocating to stationery is will last for many months being
ranges, geared towards the most incredible and Back To School/ pulled in and out of rucksacks.
popular added value features, Back To College has now Other features include record “The amount of
the best quality and most become a massive theatre in the and revision cards, as well as category space
durable materials bearing the UK stores, driving a lot of this multi-format paper (ie square,
most respected, independent volume.” plain and lined paper, all in the that the majors
environmental accreditations. same notebook) to suit the are allocating to
“Our Rhodia business books Back To The Future needs of overseas students
range is one of our key product Indeed, it is clear that the who are used to writing on stationery is
ranges in servicing this growing student sector is also very squared paper, as well as those incredible.”
market. They are made with important to the notepads of students taking multiple
premium quality, recycled paper market, and Matthews believes subjects.”
Keith Matthews,
and their traditional and stylish that understanding – and A further possible result of Managing Director,
orange and black design is now catering for – their needs is the importance of the student Nuco International
being complemented by the becoming critical for current sector is the greater emphasis
soft-touch, leatherette-bound, success and future survival: on fashion/design products.
brightly-coloured Rhodiarama While these were previously a
range.” small value-added sector, the
demand has increased for these
Retail Therapy to such an extent that the major
Furthermore, Keith Matthews, brands and manufacturers are
Managing Director of Nuco now advised to change their
International, believes that designs and colours once or
opportunities particularly exist twice a year.
for these products in the retail Indeed, other product
channels. While Nuco have been developments also take note
heavily involved in the high of the sensitivities and needs
volume own label markets for of end-users. While A4 sized
the past 10 years, the company products remain the mainstay of
entered the branded market the B2B/commercial sector, the “The biggest
with NU: in 2011, and now retail market has a greater focus
predominately specialises in on smaller sized notebooks, change to
selling branded products into the since in retail, demand is driven this market
retail sector. “Indeed some 80% of by price point. As a result,
our notebooks are sold through Nuco recently introduced a B5 structure is in
retail, with most of the rest being product (between the size of the increasing
supplied to the education and an A4 and A5 notepad) which,
B2B markets. Overall, the market Matthews claims, has become popularity
is split half and half between popular because it gives the of premium
B2B/commercial and retail, but end-user better value for money
it is clear that retail is growing, as as it is larger than A5, but at a products.”
only a couple of years ago B2B/ lower price than an A4 product.
Kevin Wharton,
commercial sales were a good Marketing Manager,
10-15% more than retail.” Rolling The Stone Exaclair
As Matthews points out, the Interestingly, other recent
main reason for this growth has innovations have been driven
been the increased involvement by technology: for example,

July/August 2014 | BOSS TODAY 17

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