The Joester Loria Group (JLG) has been selected by American Greetings, a global leader in the large and enduring Celebrations marketplace, to lead its efforts in extending its premium Celebrations brand, Papyrus, into new product categories. In doing so, JLG will drive the activation of new partnerships that deliver premium-quality, Papyrus-branded products that help consumers “Express Beautifully.”
Papyrus has been delighting consumers with its assortment of beautifully designed and crafted Celebrations products since the 1950s. Its audience – which includes over 12 million brand loyalists – seeks out the brand and has expressed a desire for the brand to participate in a broader array of products. To that end, JLG – in collaboration with the Papyrus brand team – will lead the effort to extend the brand into new categories such as home décor, gifting, apparel, fine jewelry, and bath/body.
“As Papyrus customers and loyalists, JLG is delighted to work with American Greetings to bring collections of Papyrus brand extensions to market,” said Debra Joester, President of Joester Loria Group. “We believe there is great potential to tap into the Papyrus mantra of ‘Express Beautifully’ and provide millions of Papyrus consumers more ways to enjoy the brand with beautiful products for gifting and self-purchase.”
“Papyrus consumers choose the brand because of its distinctive design and high-quality craftsmanship. These characteristics will be essential to uphold as we explore partnerships that can help the brand move into new categories,” said Papyrus Executive Director Lisa Wascovich.
“Our loyal customers – or ‘Enthusiasts’ as we call them – trust that Papyrus will help them elevate the celebrations that they have with family and friends through the sharing of unique, beautifully-designed products. They give Papyrus because it shows how much they care and cherish that relationship. We are excited about the opportunity to offer our Enthusiasts additional ways to infuse the brand into more aspects of their lives through a portfolio of lifestyle products.”
The Papyrus brand has a strong presence in the U.S. and Canadian market with distribution in over 18,000 retail brick and mortar stores across most channels. It also boasts a strong and growing presence on various ecommerce platforms, has a strong email subscriber base of over one million consumers, and an engaged and growing follower base across key social media platforms such as Facebook, Instagram, Twitter and Pinterest.
License Global shared the news of JLG’s latest client announcement.
