Shift to online/TV marketing helps improve 4imprint results

US-based BtB promotional merchandiser 4imprint continues to see healthy demand from the medium-sized companies it supplies, its annual results for the year ended 30 December show. 

And that should continue following following a successful shift from direct mail marketing to online and television (a UK-wide television campaign has been running recently) to promote its vast range of products (including T-shirts, bags, umbrellas and cups) on which companies can display their names/logos. 

The London-listed $1.7 billion company, which boasted over 2 million total orders and over 300,000 new customers at home and abroad in 2022,
increased its total sales by 16% last year to just over $1.3 billion, while revenues in its vastly smaller UK & Ireland region jumped 21% to $23.9 million. 

That drove overall pre-tax profits up 32% to $141 million. Net operating margin remained above 10%, “reflecting stability in supply chain conditions”, it said.

Those marketing activities “remain productive” as it targets mid-sized companies with more than 25 employees, a part of the market it refers to as the “sweet spot”, according to CEO Kevin Lyons-Tarr.

He said trends had shifted towards “longer-lasting, more meaningful products” as opposed to “lower-end giveaways”, to backpacks rather than reusable plastic bags. That shift had accelerated during the pandemic, he said. 

Chairman Paul Moody added: “The Group has made significant operational and financial progress in 2023, reflecting a clear strategy and a highly resilient business model.

“Trading results in the first two months of 2024 have been in line with both the board’s expectations and consensus forecasts. We are confident that we will continue to take market share.”