Tesco to relaunch Paperchase brand in stores and online within weeks

18 October 2023 , 10:10

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Tesco is relaunching the Paperchase brand (Image: PA)

Tesco is preparing to relaunch the Paperchase brand in store and online in the next few weeks.

The supermarket rescued the gifts and stationary chain in January this year after it collapsed into administration, with all its 106 stores closed as a result. Tesco snapped up the Paperchase brand and intellectual property, allowing it to sell its products in its supermarkets.

It came after Paperchase was unable to find a buyer for its entire estate, including physical stores, after it put itself up for sale due to struggling with soaring costs and plummeting sales.

At the time, Tesco managing director of home and clothing Jan Marchant said: “Paperchase is a well-loved brand by so many, and we’re proud to bring it to Tesco stores across the UK. We have been building out plans to bring more brands and inspiration to the ranges we currently offer, and this will help us to take those plans further.”

Paperchase branding has now appeared in some stores, according to tweets by retail analyst Bryan Roberts of IGD, with some aisles blocked off with rainbow posters and signs reading: “Colour coming soon.”

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A Tesco spokesperson told Retail Gazette: “Having acquired the Paperchase brand back in January, we look forward to bringing this well-loved name to Tesco and are excited to launch a range of Paperchase products in selected stores and online in the coming weeks.”

A separate notice on the Tesco website reads: “Calling all dream doodlers, list writers, celebration lovers, and card collectors. Paperchase, exclusively for Tesco, is coming online and to a store near you. Discover our new range of statement stationery, colourful cards and everything you need to celebrate.“

Paperchase was founded in 1968 by art students Judith Cash and Eddie Pond. It hit trouble in 2021 and was rescued by Aspen Phoenix Newco, which was backed by Permira Debt Managers, as part of a pre-pack administration deal.

Then just four months before its collapse, the chain was taken over in August 2022 by Steve Curtis, a retail investor who has been involved with Tie Rack and Jigsaw. The Paperchase website was shut down in February this year.

At the time, Paperchase told shoppers that it was with a "heavy heart" that it was closing its online store, and thanked those who gave the brand "support and loyalty" over the years.

Levi Winchester