IN CONVERSATION WITH… THEO PAPHITIS
Theo-ry of retail-tivity As retail celebrities go, Theo Paphitis is right up there as a top A lister. He not only talks a good game, but still gets his hands dirty, driving developments within his emporium of retailing brands which include Ryman, London Graphic Centre, Robert Dyas, and Boux Avenue. And through his Small Business Sunday initiative has provided a lifeline of contacts to hundreds of budding businesses. Ahead of Theo’s keynote talk at the imminent London Stationery Show (May 14-15), Stationery Matters enjoyed a fast-paced question and answer session with this born entrepreneur and philanthropist. How would you describe yourself on a stationery barometer? I’ve owned Ryman the Stationer for nearly 30 years and it’s something I am very passionate about. So, you might say I’m a staple enthusiast.
TOP: Retailing and business champion, Theo Paphitis continues to build on his stationery interests, with Ryman, Ryman Design and London Graphic Centre. ABOVE LEFT: Having bought Ryman almost 30 years ago, Theo remains very much involved in its running. ABOVE RIGHT: A Ryman Reward programme launched last summer.
NAG Communications - a mobile phone retailer. I managed to strike a deal with Ryman at the time, giving NAG concessions to sell phones in their stores, which was great because we were soon selling phones quicker Take us back to your early personal than we could get them into stores! relationship with stationery… However, not too long after Back in the day, when I got my first this, I heard that Ryman was facing ‘proper job’ at the tender age of 16, cashflow problems. One thing led I had to write a lot as there were no to another, and Ryman was put computers - something that certainly into administration. A friend of proved a challenge for a dyslexic! mine, Malcolm Cooke, who at the So, Mrs P bought me a pocket time was the marketing director of dictionary a stationery store nearby Ryman, had previously said to me: called Ryman, and a few weeks later, I “You seem to have all the answers. went in and bought a calligraphy pen. Why don’t you buy Ryman?” I made sure I had both in my pocket Although it was a flippant at all times, and that’s a habit that’s kept remark, the thought stuck with me in good stead over the years. me. I could see the potential in Ryman and knew that by changing What are your three favourite some things it could be a viable and stationery products? profitable business. Before I knew It would have to be the 3 Ps - pen, it, I had devised a business plan pad and paper. demonstrating that Ryman could be brought back to profitability. The ON THE BUSINESS FRONT… purchase process was tricky, but eventually, my offer was accepted What made you buy Ryman all those and the rest is history! years ago? Many aeons ago, I was a major You have become a lot more involved shareholder in a company called in the running of Ryman in the last
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couple of years, what changes have you instigated? One of the business principles I live by is getting the right products to the right people at the right time and of course, for the right price. So since I stepped back into the driver’s seat of running Ryman’s day-to-day operations, I’ve launched Ryman Design, our new design-led store brand, introduced a Ryman Rewards loyalty scheme offering exclusive pricing and deals and also developed the Ryman app - allowing our customers to personalise and order a greeting card ready to be collected from any of our UK-wide stores, or of course, posted straight to the recipient. I’ve enjoyed being back in the driver’s seat, and I’m also lucky enough to have an incredible team around me to implement and drive through these changes. What are the plans for expanding Ryman Design? Next on the list for the Ryman