Orbital Marketing Services Group has purchased certain assets of
Readicut from the administrator, safeguarding the continuation of
the brand. Readicut, which produces seasonal catalogues in
knitting, papercraft and needlecraft, had been outsourcing its
fulfilment function to Orbital’s response handling division,
Orbital Response, for nearly two years. Orbital decided to buy
the assets and continue serving the home craft business’s
database of 200,000 customers when Readicut went into
administration in June.
Nick Williams, general manager of Orbital Response, explains,
“We made sure there was minimal disruption to customers
throughout the administration process. Everything, including the
website, carried on as normal as our call centre team knew all
about Readicut’s product range. We have now established direct
relationships with the product suppliers and produced our first
two catalogues utilising our in-house print and mailing
facilities.”
Williams is excited about Readicut’s future, and says that with
its loyal customer base of 60,000 active buyers and high levels
of repeat purchasing, forecasts are positive. Orbital is
currently reviewing Readicut’s marketing strategy and product
range as part of an overall revitalisation of the business and
has appointed a design agency to develop new branding that works
across each of the three product areas and is flexible enough to
accommodate new product areas in the future.
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