From poo signs to topical, quirky gifts that include Zooms and WFH signs, Boxer Gifts has come a long way since founder Jamie O’Brien, a former gift agent, started up a new company in 1982 – subsequently joined by his wife Heather – with a goal to add some quirky fun to the gift sector.
Forty years on, their son, Thomas O’Brien, is continuing the family tradition,taking the company from strength to strength by focusing on fun, funky products that aim to give retailers and their customers that ‘something different’.
Thomas, how does it feel to be celebrating 40 years?
“It’s a strange feeling being the head of a 40 year old company at 42 years of age. I’ve been involved with Boxer all my life – I still have a photo of me as a toddler helping to stick labels on products – but I’ve only taken on the top job properly in the last five years. Mum and dad are the ones who got Boxer to this ripe old age, which means that, despite our excellent product mix, right now, I feel the pressure to not to c**k it up after four decades! However, the Boxer team are the ones who matter now, and my main aim is to continue the legacy of a fun place to work, where everyone has the chance to be successful.”
What do you feel gives you the edge in the novelty giftware marketplace, and what have been the highlights over the past four decades?
“Boxer’s innovation is what defines us as a company. As innovators we have to take risks, but that means we launch into the market first, leading what product is out there. Over the years, the company launched one of the first hen night lines,along with age products, most notably mugs and T-Shirts. In the ‘80s, our old age kit was groundbreaking. The products that scared us, but sold massively, are always remembered fondly, such as Starlight bottles, the ball scratcher and the poo sign. Before they launched they felt like a risky bet, but these lines defined the company at the time and continue to sell strongly now.
Where are you currently seeing growth?
“Fun games are currently the growth area. While we have never stopped producing impulse games, retailing for between £10-£25, our team came up with some great ideas for 2022 including Biggest Loser and Phone Escape Room. All our games are easy to play and perfect for evenings with friends and family. They’re a great fun activity that’s ‘off screen’ too. Other new product ranges that are ringing up sales include the Gardeners Kneeling Mats and How To Tell If Your Cat Trying to Kill You game. Overall, the current Boxer range looks the best it ever has, having moved on a lot over the past couple of years.”
Which other products are currently trending?
“The old favourites – senior moments, farting and poo – never seem to go out of fashion, but there’s always something new and interesting in our lives that becomes a fun line. Currently it’s virtual meetings and WFH. Next year the cost of a home, or gas bills, could be on the cards.
“We also have a successful book publishing division, Books By Boxer, which is gaining a lot of traction. We now have over 80 own published books which are only available direct, which gives a huge point of difference to the gift book range we offer compared to other wholesalers. Top selling titles include Workplace Mood Swings, Adult Nursery Rhymes, Classic Insults and Crystal Clear which are specifically targeted at the gift market and are only available from Boxer.”
What do you see as the biggest challenges for the company going forward?
“Innovation is our biggest challenge and also our greatest strength. It frightens me half to death each season thinking ‘how will we find another winner?’, but somehow, each year, our launches look fresh, and our ranges look better than ever. It’s a brave buyer who marches past the Boxer stand at Spring Fair without taking a look, with our independents the most savvy of all. They may not buy at every show, but they always check out what crazy lines we’ve locked on to!”
With less disposable income, what will people be looking for when it comes to Christmas gifting this year?
“Christmas always comes. We know there’s a lot of uncertainty around right now, but a merry Christmas is something the British never miss. As one of the companies lucky enough to trade through a few recessions we know there’s always cash for a fun gift or game that will bring joy to friends and relatives.”
What’s in the pipeline going into 2023?
“We’re looking at a few acquisitions that will complement the products we already do. We have a great setup and understand that exiting owners want a legacy of the brand they built, while moving on with financial security. My door is always open for a chat, as it can quickly reveal if there’s the makings of a deal or if both sides want different things.”
What do you love most about working in the gift industry, and running Boxer in particular?
“How all the innovative companies like ours keep coming up with new linesconsistently amazes me. Creatives, like our PD team think differently, sparking brand new avenues of product. My dad, in particular, was never concerned about new lines. He would often come up with brilliant lines from simply deciding that he needed some. I also love the people we get to work with every day – customers, our team and the factories. I always remind our team that we’re not saving lives, we’re selling poo timers, so we can work hard without being too serious!”
To read the full article in Progressive Gifts & Home’s October/November issue, click through to pages 44-45.
Top: Chief of fun, Thomas O’Brien, ceo, Boxer Gifts.
