A New Look for Clintons

Back in 2012, Clinton Cards was just one of the many high street names which looked as if it was on the verge of disappearing for ever.

On 9th May 2012, the BBC reported that the greeting cards retailer was to be placed into administration; shares were to be suspended on the stock market and that the company – employing more than 8,000 people – was in need of a buyer.

During that time, restructuring firm Zolfo Cooper LLP was brought in to oversee the sale of approximately half of the company’s 800 stores. Acting as joint administrators was international law firm Freshfields Bruckhaus Deringer, a firm with specialist knowledge of restructuring, insolvency, tax and financial law.

It was this closure of the chain’s least-profitable branches which attracted the attention of American Greetings, the eventual buyer of the struggling UK company. Based in Ohio, the US giant is the largest greeting card and toys company in the world. Already the parent company of the Canadian based Carlton Cards, and the holder of licenses for Nickelodeon characters, American Greetings purchased Clinton Cards for £36 million in June of the same year.

Since the purchase was made complete, Clintons has undergone something of a revamp, including the dropping of cards from the name. Beginning in July 2012, with a store in Cheapside, London, a new look and logo was revealed. In an effort to move away from negative associations associated with the company as it plunged into bankruptcy, the look has given the brand a new image, whilst retaining the retailer’s most popular items.

Take a look at the Clinton about us page for more information about the brands associated with Clintons, and to see an example of the new store design. Clinton now maintains 400 branches throughout the UK and employs more than 4,000 staff, approximately half of the workforce employed before the company was placed into administration.

Though the future is uncertain for any business, time will tell whether the restructuring and rebranding of Clinton is enough to secure it’s tenure on the UK high street.

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