Thanks to the uniquely Swedish design and a dedicated fan base of YouTubers who are obsessed with their planners, this company is a global hit. WGSN reports
In the age of digital, a lovely handwritten card is everything. It means someone has taken the time, sat down and thought about what they wanted to write. This is opposed to most communication nowadays, which consists of text messages or @ing friends in a social media post.
One brand from Sweden wants to bring back the art of time for yourself and crafted responses; one beautifully designed card, notebook and planner at a time.
Kikki-K is a stationery brand set up by self- confessed “stationery addict” Kristina Karlsson. More than 10-years ago, after struggling to find a career that she loved, she decided to launch her own business. The result was kikki.K, a Swedish inspired line of stationery that is all about clean lines, and reinventing the lost art of note making. And it’s not just paper either, the stylish designs are reflected in glassware too.
“From journals to dream planners to mugs and glass decanters, Kikki K’s contemporary lifestyle products can be purchased in colour co-ordinated styles for seriously stylish dressed desks,” says Laura Reynolds, WGSN Associate Editor Lifestyle and Interiors.
The 26 annual ranges all offer something different from the norm- Christmas offerings for example are not cheesy reds, but come in classic gold and black colourways that feel very Swedish.
It’s interesting then that this cult stationery brand has found a home on YouTube- the most digital format. Write kikki.K into YouTube and you will be greeted with hundreds of YouTubers who are obsessed with the brand’s planners.
While millennials being attracted to old school, well-made products is nothing new, the sweet spot lies in the fact that these Filofax style notebooks are fully customisable. It is these two brand selling points combined that have led to a viral movement on YouTube.
”Consumers crave personalised products and Kikki K’s range of fully customisable planners hit the sweet spot. The brand’s cult following continue to grow a very tangible emotional connection to their stationery haul’s while at the same time taking advantage of the social shareability of creating something personal from a mass produced planner,” adds Reynolds.
And in fact, those fans are just as passionate in real life. Kikki-K is currently hosting a London pop-up in Covent Garden on the success of the brand, and the store will permanently move to a shop front around the corner in two weeks. During the pop-up Kristina has already seen fans come off line to shop the products in store and she is even a mini celebrity in their eyes.
It’s a savvy move for the brand to engage with this key online audience to boost digital sales, increase footfall of their new London store and feed the little sister generation (i.e the consumers you want to target now that will grow with the brand).
With stores planned in Berlin, Paris and beyond we can’t wait to see more.
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