Helix ready as 'Back to School' beckons

Black Country-based Helix Oxford's iconic pencil tins have been an universal sight in classrooms for more than 125 years, but after being on the brink of extinction just two years ago, the firm has studied hard to finally bounce back.

In 2012, the prospect of Helix Oxford accessories disappearing from classrooms forever was very real having made heavy losses, coupled with a failure to adapt to an ever-changing stationery market.

However, its biggest competitor and fierce rival Maped, based in France, agreed to buy the ailing British brand in an 11th hour rescue package, thus steering the Helix Oxford brand back into calmer waters.

The industry's answer to the'entente cordiale' has reinvigorated Helix Oxford, which now operates under the Helix Trading Ltd banner, which also includes Helix school and office products, as well as Maped and Maped Office, from its offices on the Pensnett Trading Estate in Kingwinford.

The Black Country is now the base for a 33-strong UK workforce, in addition to 220 working at Maped's French operations in Pringy and Allonzier.

Managing director Adrian Ellis said Helix Oxford could look forward to a busy 'Back to School' period again this year after recovering well in 2013 across all parts of the business, including retail, field sales, commercial and education.

Adrian, who began his role in January, said: "We were about to be closed down until Maped stepped in.

"In many ways, our lowest ebb actually offered us the most encouragement. Being a big competitor of Maped's, they could have watched the brand disappear.

"But they appreciated the heritage and history associated with the Helix and Oxford brands, saw huge potential and spent a lot of money to buy it out."

Maped's influence has been huge, with its innovative outlook and attention to detail paving the way to better times.

Adrian added: "Maped develops between 50 and 100 new products each year and is able to react to the marketplace quickly. Maped's influence has already been huge."

Giving the firm an additional boost, its Jungle Innovation colour pens were the big winner at April's Stationery Awards at the London Stationery Show, winning the Children's Stationery category and a special innovation award from the judges.

Meanwhile, behind the scenes, a series of personnel changes has included Helix Oxford products are already stocked in national retailers and independent stationers up and down the country, suggesting that a great deal of homework has already been done. Behind the scenes, a number of personnel changes have taken place too, in addition to Adrian Ellis's arrival.

Helen Semmens arrived as new finance director; Samantha Clarke as national account co-ordinator, David Brock as northern territory sales executive and Lianne Granger as the new trade marketing executive.

Lianne said that success for Helix Oxford would be measured immediately, while Adrian kept his eye on a bigger picture.

She said: "Short term success will be seen during this Back to School period. We are confident of strong sales and some tangible results from which the brand will grow."

Adrian added: "This year is all about preparing for growth. As we move further into a digitised world, the demand for traditional stationery items will become less. We know this. But people will always want and desire stationery. Being part of a bigger company means we won't stop developing to meet their needs.

"We want to be number one or a credible number two in every category we serve and this includes Helix Oxford. After some difficult times in 2012, we feel that we are well on the road to achieving this."

And With Helix Trading now offering a choice of three of the world's most recognised educational brands the company is preparing for a very busy back to school period and the famous and much loved Helix Oxford maths set still has a permanent place in millions of pupils school bags worldwide.