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Retailer Face to Face
Elphicks’ Evolution
“We felt incredibly proud and privileged to be standing on stage as the winner of the prestigious Retas’ award,” said Elphicks’ group md Alan Bushnell who shared the limelight with group buyer Sandie Jenkins. “The award serves as a reminder that hard work and dedication pay off. It motivates us to continue striving for excellence and pushing the boundaries of what we can achieve,” he added. While Alan’s remit now spans the running of the entire department store, drawing on his many years in senior management positions with Debenhams and House of Fraser in their heyday, there is no doubt that greeting cards have a special place in his heart. In fact, a decade ago Alan made his first appearance on The Retas stage, as in 2013 he collected the award for Best Independent Greeting Card Retailer - Wales and the Midlands for his duo of independent card shops, RSVP Greetings in Porthcawl and Caldicot. And no doubt he was aware of many of the independent contenders in this Above: Elphicks can trace its history back to 1881 when George Elphick, then 38 years old, opened a drapery business in Farnham, buying the freehold of No.13 West Street (where the department remains to this day). Right: Alan Bushnell next to the visual display area in the greeting card department, which currently is wedding themed. Below: The new greeting card department in Elphicks includes bespoke fixtures and PoS and wider aisles.
44 PROGRESSIVE GREETINGS WORLDWIDE
Having 142 years of retailing history alone does not guarantee you a place at the top, for that you need to continue to evolve, investing wisely in what you offer your customers. Following on from a £2million refurbishment of the whole store, Elphicks of Farnham’s new greeting card department saw it clinch the Best Department Store Retailer of Greeting Cards award at The Retas last month. PG was given the grand tour of this retailing beacon by group managing director, Alan Bushnell.
years’ awards as a result of the six years he spent as retail consultant to UK Greetings right up until 2014, only giving it up when he joined Tudor Williams, which owns Elphicks. Initially he was group sales and operations director, before adding merchandising to his responsibilities and was then appointed group md last May. The store underwent a huge £2million overhaul in 2018/2019 involving a total refurbishment and extension of the retailing footprint. “It was a massive project, but totally worth it. As I told our customers, Elphicks has been here for well over 100 years, we firmly believe in ensuring its place in the future,” said Alan. Part of this future is the store’s greeting card department. As Alan explained: