87_89_Gifted Stationery.qxp_Grid 17/01/2025 12:02 Page 2
In conversation with… The Gifted Stationery Company
PARR FOR THE COURSE
“I’ve worked in publishing and stationery of one sort or another since the late 70s, so it is fitting that I am now embracing a new chapter,” revealed Nigel Parr, who sold The Gifted Stationery Company to the Swan Mill group last October, though will continue to head up the Bathbased stationery business under the new ownership. With a wealth of new products prepped to debut at Spring Fair from Gifted and its Hey Hugo children’s lifestyle brand, PG caught up with Nigel to find out more.
With a sizeable stand for The Gifted Stationery Company in Hall 3, plus a pod on the Cardgains Village area in that hall, as well as a separate stand for the sibling Hey Hugo children’s lifestyle brand in Hall 5, Nigel Parr is preparing for a somewhat busier Spring Fair than he had back in 2007 when he launched the company. “At our very first Spring Fair, we were allocated a stand in the volume hall, right at the back, facing the NEC’s back doors. It was not a great debut, but we have exhibited at the show ever since, thankfully in better positions!” said Nigel. This year’s Spring Fair will be the first official outing of The Gifted Stationery Company and Hey Hugo under the Swan Mill Group’s ownership, but Nigel is still very much hands on, and has given his commitment to remain as such for another year or so at least. What attracted David Byk, ceo of Swan Mill to Gifted echo the reasons that has seen the company build a strong following among retailers over the years – “good quality products at great prices”. With gift stationery at its heart, Gifted is also known for its range of calendars and
diaries while the launch of Hey Hugo in 2023 was a logical extension on the children’s product front. While Swan Mill already has its fingers in the stationery field, notably with its licensed Morris & Co and Paper Salad collections through Great British Card Company as well as Advents under its Ling Design and GBCC brands, the Gifted acquisition significantly bolsters the group’s presence as well as giving it a foothold into the wall calendar and diaries sector with 500+ products. “Nigel and I have known each other since 2019 and always knew that Gifted would be a business we should buy if he ever decided to sell,” commented David Byk. “We will continue to run Gifted as a standalone
business in Bath with Nigel in charge and he will be able to lean into the rest of the group where necessary,” David explained. From Nigel’s perspective, he admits that he had been contemplating retirement for a while, but said: “A huge part of this process was finding the right home for Gifted, one that could take the business to the next level and beyond and have the financial strength to do so.”
Above: Nigel Parr who is to remain running The Gifted Stationery Company even though he has sold the business to Swan Mill Group. Right: The launch of Hey Hugo has taken the company into children’s products, including backpacks, drinkware and storage items. Below: Foxy Tales is one of the 2025 Spring collections from Gifted.
PROGRESSIVE GREETINGS WORLDWIDE 87