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In Conversation With... Redback Cards
Shiny Happy People So many of Redback Cards’ great ideas for ranges and designs come out of the pages of a trusty hardback black notebook crammed with scribbles or phrases Chris Stanley (who co-owns the business with his wife Kate) has heard, seen or thought of over the years. However, the idea for what is arguably the publisher’s biggest ever potential launch, and one that will take it way beyond the confines of the humorous sector, came from a reversible sequin top their young daughter was wearing. As the finishing sparkles are being put to the Shine range, which debuts at Top Drawer this month, PG travelled down to Devon to meet Chris and Kate Stanley, the shiny happy people behind Redback Cards. On Kate Stanley’s second ever date with her then new boyfriend Chris, she spent a lot of it packing his greeting card orders while he cooked dinner. Thankfully it didn’t put her off, but it did highlight that there were improvements to be made on the logistics side of the business if she was going to hook up with this then fledgling humorous card publisher. Things have definitely moved on a bit in the ensuing period, in more ways than one - not least that the couple now have three children and have relocated them and the business down to an idyllic setting in Devon. “Exhibiting at PG Live nine years ago was pivotal, it was a revelation for both of us, and really set us on our way,” believes Chris. While he had started the card company a few years previously (seeing it as the way of bringing together his love of comedy, aspects of his business degree, experiences gained working in ad agencies, as well as observations from his travels round Australia), by his own admission he was rather laid back about it, until he met Kate that is. “She gave me the kick up the backside I needed!” he admits in his charming self-deprecating way.
Top: One of the 12 Shine designs that includes a reversible sequin patch that can be removed and used to brighten up stationery, clothes or bags. Above: The Cloud Nine range has proved so popular that it has lent itself to being licensed by Transomnia and Glick for giftware and giftwrappings. Left: Daughter Emily in one of the sequined tops that inspired Shine. Below: Chris and (second right) Kate Stanley at The Henries in October with colleagues (left-right) Capella Andrean and Samantha Airzee.
Kate has fond memories of that first PG Live. Working in sports marketing at the time, for FIFA, Kate took a few days off to give Chris a hand on the stand. “I clearly remember the warmth of feeling from everyone at the show, thinking that I was working in the wrong industry and how the card trade was such a friendly and creative place to be and I wanted to be a part of it,” recalls Kate. The sports marketing side of her career was kicked into touch, not just because of the growth of Redback, but the small matter of having three children in as many years as well as the decision to move to Devon. There is no denying that over a few short years Redback Cards has become revered as a leading humorous card publisher, with several Henries awards to prove it. And the licensing agreements with both Transomnia and Glick for its Cloud Nine brand for giftware and giftwrappings respectively further underline its success on this score. While steadfast about not losing its reputation for its fresh humorous portfolio, the Devon-based publisher is now looking to sparkle on other fronts too, broadening its appeal while remaining on trend. Following on from the success of its Pinata pin badge range (which launched at Top Drawer at the start of 2018), debuting at the show this year is Shine, a eyecatching collection, the designs of which centre on sizable reversible sequin ‘patches’ that can then be peeled off and used to adorn clothing, bags or stationery. “I have never been so nervous about opening up a parcel as I was when the first samples of our Shine cards arrived. I was so relieved that they hit the spot!” admitted Kate, who has become something of a sequin queen during the range’s 18 month development. “The world of sequins is like no other!” she states. PROGRESSIVE GREETINGS WORLDWIDE
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