Smiths News to wholesale Hallmark cards

Smiths News has announced the expansion of its partnership with Hallmark to retailers across the UK.

Originally hinted at in Smiths’ annual report last Autumn, the partnership has seen a trial store delivered Hallmark greeting and occasion cards and gift wrapping supplies. Smiths News stated that “it is estimated that 8.2million consumers a year buy greeting cards within a convenience location, and we are keen to help our independent retailers take advantage of this growing market.”

“Supporting our independent customers is always front of mind at Smiths News. Finding ways to make their stores easier to manage is one way we can do that,” added Mark Williams, head of proposition development at Smiths News . “Greeting cards are an integral part of UK life and taking away some of the complexity that surrounds stocking them, and giving our customers access to the best of the best products that usually only the multiple grocers and convenience groups can access, absolutely supports our goal.”

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A statement from Smiths News described the Hallmark range as “high-quality” and highlighted the brand recognition brought in by Hallmark, citing “more than 100 years of excellence”. The range available to retailers includes plastic-free options as well as a wide range of occasions.

The collaboration does not just bring new merchandise into stores but also guarantees retailers deferred payment options, ranging and presentation by a merchandiser, and ongoing sales support by retailers.

Smiths News to wholesale greetings cards

Better Retailing understands that the test store for this venture was provided the stock for free. This store already sold greetings and occasion cards, but reported that the Hallmark branded cards had sold well and that there had been no issues with the ranging and sales support provided.

Hallmark Cards head of commercial, Fiona Pitt, commented: “This partnership will significantly streamline the customer journey, making it more enjoyable and accessible for everyone. Customers will benefit from easier access to our high-quality products, enhancing their in-store shopping experience.”