uk.superbrands.com Superbrands UK Vol. 24 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: Circana, 2024). 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, 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. 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. History In 1662, Friedrich Staedtler, began to produce wood-cased pencils in the German city of Nuremberg. His great grandson, Johann Sebastian Staedtler, followed in his footsteps and began manufacturing pencils in 1835. He developed his product and went on to produce crayons based on oil pastels and improved upon the standard red chalk pencil of the time. His creation could be sharpened to achieve a fine line thickness and adhered more effectively to paper. Through his innovation, Johann Sebastian Staedtler went down in history as the inventor of the wood-cased coloured pencil, based on oil and chalk. By 1866, STAEDTLER employed 54 people, producing more than two million pencils annually, laying the foundations for the STAEDTLER Group today. Product development continued and in 1900, STAEDTLER launched the Mars brand. This was followed in 1934 by the classic Noris pencil getting its iconic yellow and black stripes. Expansion outside Germany took place and in 1966, STAEDTLER in the UK acquired the Royal Sovereign Pencil Company. By 1968, approximately 275 people were employed at the UK factory and in 1973, the STAEDTLER (UK) Ltd company name was introduced. In 1997, The STAEDTLER Foundation was created to support scientific research at German universities and cultural projects in Nuremberg. In the same year, the ergonomic triplus triangular pencil was launched. Innovation continued with the launch of the STAEDTLER box two years later – a reusable, stand-up desktop storage box. In its more recent history, 2016 saw STAEDTLER (UK) Ltd celebrate its 50th anniversary with a year-long programme of activities. Some 35 years after its first creation, STAEDTLER released its latest FIMO product extension, a leather-effect polymer modelling clay. Another landmark was reached in 2021, with the Noris brand celebrating its 120th year and production of its Noris School Pencil being switched to use upcycled wood. The brand is continuing to look to the future, with both product and packaging developments that have a focus on sustainability. 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 the popular FIMO polymer modelling clay. STAEDTLER is renowned for producing high quality products and its iconic, market-leading yellow and black Noris pencil has a market share of more than 64% (Source: Circana, 2023). Amongst its other internationally recognised classics are the Mars plastic eraser and the Lumocolor marker. Recent Developments Consistent commitment to new product development has led to regular breakthroughs in product design, performance and manufacturing. In 2024, STAEDTLER launched a brand new pen, the Noris Handwriting Pen, specifically designed for handwriting development. Following on from the iconic Noris black and yellow pencil, the Noris Handwriting Pen serves as the next step for students, allowing Noris to be a consistent
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