At Drupa 2012 design guru David Bartlett launched a range of inkjet printable cardboard furniture under the BrandIt label. Demand is growing from end users, but print licensees are not shifting in the UK. Could it be your new revenue stream?
Cardboard is becoming extremely popular as a cost effective quick branding solution for pop-up shops, POS products and event branding. And if you visited the Printeriors section of Fespa 2015 you will have seen for yourself the possibilities now offered via cardboard BrandIt Furniture, a range of over 50 inkjet printable products that are gaining traction with end users – but not it seems, as yet with UK printers!
Founder of BrandIt, designer David Bartlett, has been working with cardboard since the 1960’s and has produced cardboard engineered products for Lady Gaga, Alexander McQueen and Philip Treacy. Indeed his original Tab Chair is heralded as one of the iconic designs of the 1960’s and some of his cardboard designs have been taken up by Habitat and other retailers.
His bespoke printable BrandIt cardboard furniture range, introduced at Drupa 2012, has been extended since then, and now comprises three collections consisting of 23 designs within each: an exhibition and events range (lecterns, display panels and display plinths); pop-up shop and POS range; and children’s and models range (lots of bedroom, models and gift products).
The items are available for printers to purchase, print and sell to end clients directly on a royalty free basis via license. Each licence costs £5,000 for the digital cutter files, pre assembly instructions and customer assembly instructions as well as the materials specification. Once purchased there are no recurring royalty fees, the PSP is free to produce as many products as required.
But while Bartlett says he’s been inundated with brand owners and agencies wanting the products, in the UK it is proving particularly difficult to fulfil demand because of the lack of interest from PSPs. In many countries around the world Bartlett passes on enquiries about his BrandIt products to one of his licencees in that territory, but funnily enough he says the greatest interest is in the UK where he has none.
“I am happy to take enquiries myself, but I am a designer not a printer. I don't have the printing and cutting capabilities or the space for fulfilment,” says Bartlett, who is eager to find PSPs with UV flatbed printing and cutting capability up to 3m that are interested in becoming licencees.
“Whilst exhibiting the range at Fespa 2015 we had event organisers ask for literally hundreds of chairs and tables, as well as retailers wanting to create pop-up shops within shopping centres,” says Bartlett, who worries about the disconnect between designers and printers in exploring new products and revenue streams.
Aware that he could create a company that offers both a design and print capability by outworking to a local large-format printer, he argues that this would lead to unworkable economics and price the range outside the expectation of potential clients.
“I know there is a real opportunity with my designs for printers because I have had lots of interest from brands and agencies, and there aren’t any similar products out there,” stresses Bartlett, who has worked hard to convince potential purchasers of the strength of his products. At Printeriors for instance, all the café furniture was made out of cardboard - tables, chairs, stools and wall panels.
“Everyone sits down rather cautiously the first time” he says, but they have been rigorously ‘road tested’ “and some initially sceptical printers and designers were seen ‘bouncing’ on the chairs at Fespa to test them out!”
With BrandIt printers have an opportunity to maximise an investment in cutting tables and produce a whole new range of products. “The licence is a very fast way of getting up and running with new products without the cost of a cardboard engineer. These products are tried and tested and gives printers the ability to start different conversations with their customers which may well lead to further opportunities to offer custom designs and bespoke products which I’m also very happy to discuss,” says Bartlett.
A video interview with David Bartlett can be found at: http://www.imagereportsmag.co.uk/features/business/2738-ir-talks-todavid-bartlett. www.branditfurniture.com