In Profile: Enesco

Enesco UK is renowned as a major distributor of high-quality figurines and accessories featuring the world’s favourite licenses - Beatrix Potter, Disney, Grinch, Harry Potter, Heartwood Creek by Jim Shore, and Lolita - with the company continuing to distribute the much loved Willow Tree figurines, alongside its own, inhouse designed Beatrix Potter and Ginology collections. With a new mid-year launch just unveiled, marketing & product director Helen Cottrill reveals what will be ringing up sales for the company in the second half of the year.

Enesco has long been synonymous with the world’s leading collectables brands, and with exciting new products coming into play for the second half of 2022 - to include a brand new licensing collaboration with Scion, a new baby and home gifting collection, and several other surprises along the way - the company is understandably feeling bullish about the coming season.

“Given the current cost of living crisis, and talk about a recession, it’s always good to have a strong portfolio of functional gifts,” states Enesco’s marketing & product director Helen Cottrill. “People will always want to give gifts, and birthdays, weddings and new babies will continue to be celebrated. However, consumers will be looking for great value for money, as well as thoughtful and often practical gifts. We have spent a lot of time in recent months developing a superb collection of functional baby gifts across Peter Rabbit and Disney and will be adding Scion and Flopsy Bunny to the offering. And, of course, our own Ginology collection, along with Lolita, are leading brands in both everyday and luxury gift glassware. In fact, our 2022 Christmas collection from Ginology has sold out already!”

It's a similar story when it comes to Demdaco. “Our Demdaco portfolio, launched for Spring 2022, really took off, and consequently we have opened many Enesco’s Top new accounts,” Helen confirms. “Products range from home fragrance options to 3 Collectables functional glassware, planters, and l All Jim Shore collections beautifully presented game sets for and collaborations l Disney by Britto evenings at home with family and friends. l Willow Tree Meanwhile, Allen Designs remains one of my personal favourites,” she continues, “so I was delighted when we announced that we had not only acquired the company but also retained the talents of Michelle Allen. It has allowed us to re-introduce the clocks at affordable pricing, and to add in the planters and water bottles, along with kitchen and ladies’ accessories. The stock is due in Q3 and we are currently working on formats specifically for the UK and European consumer.” Sustainability meanwhile, is naturally at the forefront of everything the company does. “It’s such a hot topic across all of our markets, especially in Europe, so, of course, it’s high on our agenda too,” Helen emphasises. “Therefore, with

Enesco’s Top 3 Gift Ranges l Ginology l Beatrix Potter l Demdaco

product that we are developing here in the UK - Beatrix Potter, Kloche, Ginology, Disney Baby - to name just a few of our collections, we are, where possible, using all recyclable packaging, and changing to paper pulp inserts and eco-friendly inks. We are also very mindful of where we would use plastic and replacing it with more sustainable options. In fact, Kloche is one of the first collections where we have ensured it is all made from sustainably sourced wood, as well as glass not plastic, and all cardboard packaging.”

In 2020, the company changed its Ginology packaging from plastic inserts to paper pulp and is now in the process of reducing the overall box size to reduce waste, as well as shipping space and cost. “Having moved away from using bamboobased material for our children’s home collections, and with the new legislation

across Europe that’s soon to be introduced into the UK, we looked closely at our options, rather than go for ‘recycled’ material which is often harder to then recycle here,” points out Helen. “Instead, we opted for polypropylene, as this product not only has all of the key requirements any parent would want - dishwasher and microwave safe, as well as being durable - it is also100% recyclable within normal household plastic waste.”

Internationally, the team was strengthened 18 months ago with the appointment of Phil Atherton, (formerly with Portmeirion Group), as commercial director, with Phil bringing with him a wealth of experience and enthusiasm.

“Europe is top of our list for sales growth,” underlines Helen. “We have made significant changes to our European sales operation and now have a fully employed sales team across Germany and Holland, allowing them to focus entirely on Enesco brands. We are also looking at attending different trade fairs, with space booked at Cologne’s Kind und Jugend in September to launch ourselves as leaders in licensed baby gift, showcasing our Peter Rabbit and Flopsy collections, along with Disney Baby and Scion, plus our brand new Beatrix Potter soft toy collection. In addition, we also have Ambiente rebooked for 2023. Our aim is to really concentrate on getting to know the European marketplace, and the consumer, a little better. I recently spent a week in the Netherlands and Germany with our sales team visiting existing and potential accounts, including the biggest garden centre imaginable! It was such a valuable experience, and also highlighted how both trend-led and eco-friendly these markets are.” In the shorter term, for the first time in over a decade, Enesco will be back at Harrogate’s Home & Gift in July (stand A3). “It’s only a 25m2 stand and will feature collections primarily for independents looking for stock to sell in 2022,” explains Helen. “It’s been lovely to work on a small, more boutique-style space, rather than our usual huge stands, and I think it will make us, as a company, more accessible to smaller retailers, those who might find our Spring Fair space quite daunting.”

Social media meanwhile, which, over the years, has become increasingly important in driving sales for the company, remains “both a curse and a blessing,” as Helen puts it.

“We gain so much great exposure across the various platforms, and the reach can be exceptional. However, when you have a highly collectable product like Jim Shore’s Disney Traditions, and the collectors around the world are all waiting for the new launch, it can be really hard to effectively reach all markets at one time, causing a frenzy of posting across the globe. It makes me glad that we didn’t have social media in the years of Cherished Teddies, Border Fine Arts and Lilliput Lane! I really couldn’t imagine trying to manage that! That said, I personally love Instagram having been exposed to so many great brands, products, retailers and people through the platform.”

When Ambiente was cancelled for the second time, once again due to Covid, Enesco took the decision to do something primarily for the company’s European customers.

“Having recently expanded our ecommerce team, to include Aline Mellor as the newly created head of ecommerce, we tasked her with generating and hosting our first ever webinars in March,” Helen highlights. “They were available in three languages, and utilising our own brand and sales teams, we worked together to host a very successful event. Following on from that, we will be launching our own virtual trade fair in the coming weeks,” she continues. “We filmed our stand at Spring Fair, and this will be replacing our virtual showroom, allowing visitors from around the world to see our product at its best.”