Card Factory

Building bottom line growth based on sound advice

CHALLENGE

Having worked on their IPO back in 2014, MHP has been retained as Financial and Corporate PR advisers to support the next phase of Card Factory’s growth story, under a new management team and in a challenging retail environment. As well as showcasing the group’s market leading position and investment case as a physical store based retailer, MHP has also been tasked with promoting the business’s online trade.

APPROACH

We have adopted two strands to the PR strategy. Firstly, we have been working with Card Factory to ensure that their messaging continues to align with the strategic direction of the business, as it goes through a phase of investing for future growth. The second strand has been focused on corporate reputation, taking the Card Factory story beyond an investor audience and beginning to mark important corporate milestones, such as the recent opening of their 900th store in the UK. We are also beginning to work with the business on promoting the expansion of Card Factory’s personalised online offering to the consumer audience.

IMPACT

We have managed to gain continued recognition for Card Factory as the market leader in greetings cards, as well as highlighting new avenues of growth across both online and gifts. The share price has performed very strongly since the IPO in 2014. We are also expanding the brief to reach a number of new audiences, across a variety of digital channels, to further develop the company’s presence in the market.