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Stick with Glue Dots – The Secret to Glue Dots Success

Craft Business: Tell us a little about the history of your company

Dave Angus: Glue Dots is a global brand and this year celebrates its 20th Anniversary. Founded in the United States in 1995, Glue Dots International revolutionised the adhesives industry with its instant bonding adhesive products under the Glue Dots brand name, creating a new and innovative adhesive category.

Invented by John Downs, Glue Dots was the first product of its kind on the market. Initially introduced to the industrial marketplace, the product line and related uses quickly expanded.

In 2001, an assortment of products was launched at the Hobby Industry Association Show in the United States and the response was immediate. Since then crafters have discovered endless uses for Glue Dots around the home.

Today, the company has a global employee base with headquarters in Germantown, Wisconsin, in the United States and has manufacturing facilities in the UK, US and Asia with a distribution network supported by more than 30 offices worldwide.

This year we appointed West Design to work with us as UK and European distributor for the craft, stationery, art and education trade sectors as they are very well-known and respected in the marketplace.

CB: What products does Glue Dots specialise in?

DA: We specialise in clean, versatile and safe adhesive products, aimed at the craft market, and are well-known for their high quality and value for money. In the UK and Europe, we have more than 29 products across three ranges: Craft, Stationery and DIY.

Glue Dots Adhesives offer a new way to glue, which is fast, simple and safe as they’re non-toxic, Lignin and acid-free. Glue Dots’ high quality, double-sided adhesive bonds instantly and because there’s no mess, no fuss and no drying time they are ideal for mixed media crafting.

They’ll glue just about anything you can think of including: paper, glass, plastic, textiles, metal and wood. They come in a choice of three formats: sheets, rolls and dispensers as well as a range of adhesive strengths and sizes including: Mini, Removable, Ultra-thin, Micro Dots, Pop up, Permanent and Extra-large.

CB: How do you feel the market has changed since Glue Dots first started out in the business?

DA: The growth of social media has had a major impact on the industry as well as how we communicate as a business. Glue Dots has a far-reaching consumer-driven social media programme, which enables us to listen and learn, inspire and share information with a wide and growing consumer audience.

We have seen Glue Dots’ share of the adhesives market grow rapidly throughout our 20 year history and particularly in recent years, thanks to increased brand awareness and the increasing use of adhesives in manufacturing and retail sectors.

New product development has been crucial in the Glue Dots success story as the company has invested in manufacturing innovative new adhesive and application solutions.

Currently, there’s a strong trend towards hand held and desk top dispensers as consumers want fast, effective, easy-to-use, mess free, safe and clean alternatives to liquid glues and tapes. We have seen a 116 per cent increase in the sale of our Glue Dots Dispenser products in the last year.

CB: What services and support do you offer your customers when they choose to stock your products in their shops?

DA: We’re very proud of our comprehensive reseller support programme and West Design has a highly experienced and friendly sales team with a wealth of experience who like to work with individual resellers to make sure they have the right product mix and sales support to suit their budget, store and customers’ needs.

West Design can also supply a wide range of merchandising options,which can be manufactured as required, including hang packs clip strips, floor standing, aisle end and counter top display units.

In addition to a dedicated consumer website, we have a fantastic social media platform involving YouTube, Twitter, Facebook, Pinterest and an interesting blog post full of news, views, giveaways, ideas, tips and hints as well as a large directory of crafty ideas for the whole family.

We also produce Glue Dots’ in-store project cards to promote craft projects around busy times of the year such as Easter, school holidays and Christmas and these will be available through West Design.

Glue Dots is supporting its UK and European market expansion with a comprehensive PR and marketing support programme that is designed to increase brand awareness and engage with customers to encourage product trial. The 2015 campaign involves a multi-channel, sector focused approach targeting both trade and consumer audiences.

CB: What is your biggest accomplishment to date?

DA: Since the company was founded 20 years ago, Glue Dots International has revolutionised the adhesives industry, creating a new and innovative adhesive category, and we are very proud of our track record having started with one stockist, to being listed by every major retailer in the US.

Over the years, Glue Dots has won numerous awards for innovation and quality, in the US, including Creating Keepsakes Readers Choice awards for ‘Best Adhesive’ and ‘Most Innovative Product’, the ‘Best New Product/General Merchandise’ award from the National Association of Chain Drug Stores and Learning Magazine’s ‘Teachers Choice for the Family’ award.

CB: What are your future plans for Glue Dots?

DA: We have seen huge growth in the US with our line of craft adhesives and we are now focused on establishing our brand in the UK and throughout Europe.

We started this year with the launch of a new look for our craft range and appointed West Design as UK and European distributor for the craft, stationery, art and education trade sectors.

New product innovation has always been a powerful driver in the craft industry and our major focus is transforming ideas into technically advanced adhesives and bringing new, effective products to market.

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