Anrol Designs has expanded into wall décor with a new range of plywood pieces showcased at the Melbourne gift fair this month.
The collection includes plywood pennant flags, mobiles and candleholders, and reflects the company’s dedication to offering retailers unique Australian made and designed products.
According to Nicole Pawley, who co-founded the brand along with three family members, all Anrol’s products are designed in two Melbourne workshops, with 90 per cent then made in Australia by the team.
“We demand the best from ourselves and each other in everything that we create, and one thing that has been important to us during the entire process is that we create as much of the range ourselves as possible,” she says.
The brand is also committed to creating products with a quirky element to them—from Breaking Bad chopping boards to funny greeting cards—that are inspired by the family’s personal taste.
“When we created the business, it was important to us to stay true to what we wanted to achieve, and that was a cheeky range that would make people giggle and not take life too seriously,” explains Pawley.
“We are inspired by things that we would like to have in our house, or more importantly give to friends.”
Launched in 2011 as a stationery brand, the business has developed to a stage where two of Anrol’s co-founders have been able to quit corporate careers to work on the company full-time, allowing it to grow faster than the family had predicted.
“In the early years our growth was far above what we had imagined, and trying to juggle everything and create new ranges meant that we were constantly feeling under stress.
“Over the last four years, we have worked hard to ensure that everyone in the business has clear roles. This has meant we have got rid of a lot of the overlap we used to have, and everyone is doing a job they love.”
Although it has expanded into other areas including homewares and jewellery, Anrol continues to sell well in the stationery category. Notebooks and greeting cards are the staples, and the annual calendar consistently sells out.
The range is stocked in a wide range of stores, and Pawley says that when partnering with a new retail customer the team ensures there are no other sellers locally. “This helps to ensure that the range does well for all sellers, and that the market doesn’t become flooded with the range,” she adds.
By Ruth Cooper
