UK Volume 23 Superbrands UK Vol. 23 Designing and manufacturing premium quality writing instruments since 1835, STAEDTLER offers a comprehensive range of stationery and craft products for the school, home and office, including instantly recognisable classics such as the yellow-and-black Noris school pencil. Innovation remains key to the company’s success with regular breakthroughs in design, performance and manufacturing Market In a competitive marketplace, STAEDTLER is the market leader for blacklead pencils and highlighters. It is also the third largest brand in the writing instruments and art category, in the retail market (Source: IRI, 2021) . STAEDTLER supplies high street and online retailers, the education sector and B2B markets as well as having other independent trade customers. The brand has a presence in over 150 countries worldwide and is the largest manufacturer of wood-cased pencils as well as universal markers, erasers, mechanical pencil leads and modelling clays in Europe. Ongoing innovative product development to explore new colours, techniques and trends drives the brand forward. For example, the popular adult colouring sector was pioneered by STAEDTLER. Product The STAEDTLER product range has evolved over centuries to encompass a vast selection of premium quality writing and drawing instruments for the school, home and office. Its stationery range caters for every age group, starting with learner pencils for very young children. Alongside this, STAEDTLER also offers an extensive craft range including its popular FIMO polymer modelling clay. STAEDTLER is renowned for producing high quality products and its iconic, market-leading yellow and black Noris school pencil has a market share of more than 66% (Source: IRI, 2021). Amongst its other internationally recognised classics are the Mars plastic eraser and the Lumocolor marker. Achievements Quality, reliability and design innovation, together with a clear environmental pledge, are at the heart of everything STAEDTLER does. This standpoint has helped to maintain the brand’s position as one of the top three brands in the UK writing instruments market. Over the years, STAEDTLER has won numerous accolades for marketing excellence, product innovation as well as customer supplier awards. Recent Developments Consistent commitment to new product development has led to regular breakthroughs in product design, performance and manufacturing. Thanks to a development in STAEDTLER’s manufacturing technology, last year the company transformed its iconic yellow-and-black Noris school pencil by using upcycled wood chips during the production process. STAEDTLER’s new ‘Made from Upcycled Wood’ Noris school pencils are even more sustainable and durable thanks to this new process, which significantly reduces wood waste and gives wood leftovers an upgraded life as high-quality STAEDTLER pencils. In 2022, STAEDTLER began the changeover of its Lumocolor marker pen range to 97% recycled plastic housing (barrel, cap and end cap). This change is part of a wider effort to reduce CO2 emissions by cutting down on the use of raw materials and ensuring pre-used plastic gets a new lease of life. Promotion The promotional activity of STAEDTLER is tailored to meet the requirements of the various channels that it sells into. In addition, it is also strongly promoted to consumers through carefully targeted campaigns across both digital and print media. STAEDTLER has put digital promotion and advertising at the forefront of its above-the-line product campaigns, appealing to social media users with its wide range of popular stationery and craft products. STAEDTLER regularly engages with various social media channels to raise awareness of its products amongst both new and existing customers. A recent digital advertising campaign, which promoted the STAEDTLER triplus pen range, led to a 50% increase in STAEDTLER UK’s social media following and a 95% increase in engagement. The ‘#MyColourStory’ campaign focused on the power of colour, encouraging teenagers and young adults with a passion STAEDTLER has its own forestry plantation in Ecuador, where wood used in its pencil manufacturing process is grown DID YOU KNOW? STAEDTLER has its own charity initiative called World Kids Colouring Day, which encourages children across the world to draw and colour for a good cause DID YOU KNOW?