Member Article

Bowie mania helps fledgling Houghton-le-Spring business

Pop icon David Bowie has proved to be an unlikely benefactor of a North East greetings card business, which is now gaining an international reputation.

Houghton-le-Spring based My World has enjoyed massive sales of its David Bowie print, designed by Rainton Bridge outfit Courage Creative, thanks to the glam rock star’s resurgence in the popular consciousness.

Sophie Porter, publications and PR executive at My World said the card was just one of its pop art range, when the recent Bowie exhibition at London’s V&A exploded into the national media.

She said: “Our Bowie card was never intended as a standout product, it was just one of the icons depicted in our pop art range. But, the exhibition and launch of his album meant the V&A took it in vast quantities.

“It was all hands to the pump as Bowie mania set in and we received interest from all over the country. It brought a lot of new customers, and we even had interest from Canadian art gallery AGO, which is the next stop on the Bowie exhibition tour.”

The company are now hoping to follow the exhibition around the world, providing the print in gift shops and supporting retailers.

My World, which is part of the Leighton Group, founded by North East entrepreneur and former One North East chairman, Paul Callaghan, began life as a provider of academic books.

A decision to diversify the business imprint’s offering was taken last year as My World spotted a growing demand for luxury items in the greetings card industry, which is worth an estimated £1.38 billion to the UK economy.

According to statistics from The Greeting Card Association, Britons spent more last year on cards than they do tea and coffee.

Sarah said: “We took the decision in March last year and by May it had snowballed to the extent where we found ourselves at a London trade show with our first 48 card designs.

“We’ve essentially become a start-up, despite the fact we were an established company. We have all the benefits of our business experience and Paul Callaghan’s backing, with the excitement and opportunity associated with a young business.”

Traditionally cards companies have grown from cottage industries but the My World team say they have surprised others in the sector, bypassing the “packing at the kitchen table stage.”

The team now supply into Fenwick, BALTIC, Sage Gateshead, Urban Outfitters and the Tate Modern, among many other venues and retailers.

Sarah added: “We’re now beginning to generate interest from abroad. We’ve secured a distribution deal in the US and we’re looking at various other export destinations.

“We’re still a book publisher too and we have gift items such as the ‘My Year’ titles which detail events in the year of birth, along with our regional guides for Sunderland and Newcastle - which have proved so popular we have moved into other regions.”

This was posted in Bdaily's Members' News section by Tom Keighley .