TALKING TO: MERRI MERRI
Meri and bright Having taken the helm of Meri Meri in June this year, Kelly Schneider Lees has big plans for the US and UK business. Progressive Party Europe caught up with her to find out more about the party company.
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stablished in 1985 when founder Meredithe Stuart-Smith sold Meri Meri’s first range of glittery greetings cards to Bergdorf Goodman in New York city, the company quickly grew – with tableware and bunting following soon after, and the ‘invention’ of the cupcake kit in 2008 – to the position it is in today where the range is sold in 69 countries, in over 5,000 shops and online. The UK arm of the business began in 2001 with greetings cards, and partyware followed in 2009. Between the offices in Cheltenham, UK and Reno, Nevada, the company now employs around 90 people. Ceo Kelly Schneider Lees, explains the business today: “Meri Meri designs everything fun for life’s 24
celebrations – partyware, seasonal decorations, heirloom-quality children’s gifts and dreamy dressup. Our products are inspired by the imagination of childhood and rooted in sophisticated design.” Kelly joined the business in 2020 as chief marketing officer and in less than a year, grew the direct-toconsumer business more than 140%, while continuing to strengthen the wholesale distribution. Her vast experience in omni-channel strategy and digital marketing has seen her in executive positions at leading brands across a range of categories, including Dr Martens, Tech Will Save Us and Jack Wills. Having taken up the position of ceo, Kelly has clear plans for Meri Meri:
Above:The on-trend range covers tableware, decoration, gifts and toys, dress-up, partyware and more. Left: Kelly was promoted to ceo in June and looks after the UK and US arms of the Meri Meri business.
“My first priority is to expand awareness of the brand in our key markets, and to ensure we are satiating the high demand of our product across all channels. “Our focus is to go where the customers are. Consumers shop online, and they really want to engage with the Meri Meri brand. Therefore, we are focused on creating a great online experience that continues to add value to, and nurtures engagement with, the Meri Meri community. That said, the irresistible nature of our product means there will always be a place for us in offline shops.” The retail footprint for Meri Meri covers a wide base, from high street shops like Selfridges and Liberty, to small independent outlets. Kelly explains: “Meri Meri is sold wherever stylish, trendsetting customers shop. They like newness and seek out retailers who curate well designed products. While the retail landscape continues to change, you will always find Meri Meri
DECEMBER 2021 PROGRESSIVE PARTY EUROPE
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08/12/2021 12:03