Moonpig Group

What Moonpig Group does

Moonpig Group plc is the category-leading online greeting cards and gifting platform in the UK and Netherlands, operating four consumer brands: Moonpig (UK flagship, founded 2000), Greetz (Netherlands, founded 2004 and acquired 2018), Buyagift and Red Letter Days (UK gift experiences, acquired July 2022). The Group's technology platform is built around proprietary data assets including 374 million cumulative transactions, 113 million occasion reminders, and AI-powered personalisation features (Your Personal Handwriting, AI-generated sticker images, live inference sentiment analysis for gift recommendations, smart text generation). A hybrid fulfilment model blends owned stock, dropship, consignment and digital delivery, supported by iOS and Android applications and next-day delivery. The Group is headquartered in London, listed on the London Stock Exchange (LSE:MOON) since 5 February 2021, and is a constituent of the FTSE 250 Index.

The business operates a direct-to-consumer e-commerce model selling personalised physical greeting cards, gifts, flowers, balloons, chocolates, alcohol, and digital e-cards. Revenue is primarily transactional (average order value £9.32 across 36.0 million FY26 orders) supplemented by recurring subscription programmes Moonpig Plus and Greetz Plus (1.2 million members combined). Gifting represented 45.4% of Group revenue in FY26 at a 17.9% gift attach rate. Customer segments include individual consumers in the UK, Netherlands, Ireland, Australia and the US, gift experience consumers via Buyagift and Red Letter Days (over 4,800 experiences), and a corporate card-giving proposition currently in test. Marketing combines paid social/video with traditional radio and TV at peak occasions, leveraging the proprietary occasion reminder database.

FY26 (year to 30 April 2026) generated £373.0 million of revenue (+6.5% YoY), £104.6 million of adjusted EBITDA (28.0% margin), £73.5 million of free cash flow, and 18.0p of adjusted EPS (+19.5%). The Group holds 70% UK online card market share (vs 12% nearest competitor) and 65% Netherlands online card market share among major players, with 90% of revenue from existing customers. Geographic split is 82% UK, 14% Netherlands and 4% other markets. Ownership is widely distributed among public investors (Fidelity 12.07%, Baillie Gifford 10.00%, Liontrust 9.97%) with no parent company, and leadership is led by CEO Catherine Faiers (appointed 2025) and Chair Kate Swann.

Name

Moonpig Group

Legal name

Moonpig Group plc

Website

https://moonpig.group

Company type

Public

Founded year

2000

Operating status

Operating

Headcount range

251–500 employees

Short description

Moonpig Group plc is the UK's leading online personalised greeting cards and gifting platform, also operating Greetz in the Netherlands and the Buyagift and Red Letter Days experiences brands, serving approximately 12.3 million active customers with an AI-personalised, data-driven e-commerce model.

Ownership category

akta.pro rank

Product category

Online Greeting Cards and Gifting

NAICS

Greeting Card Publishers (513191), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Greeting Cards (2771)

akta.pro primary industry

Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE)

akta.pro secondary industry

Party Favors, Gifts & Custom Merchandise (HSACACAM)

Keywords

• Online greeting cards
• Personalised gifting platform
• Gift experiences marketplace
• Direct-to-consumer card retailer
• Digital greeting card service

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Greeting Cards: Physical personalised greeting cards sold online. Core revenue driver with thousands of card designs available. Revenue supplemented by personalisation features.
2. Gifting (Physical gifts, flowers, balloons, chocolates, alcohol): Physical gifts sold alongside or attached to cards. 45.4% of Group revenue from gifting share (FY26). Gift attach rate of 17.9% for Moonpig and Greetz. Partnerships with Hotel Chocolat, Next, Lush, Boots' Liz Earle, The Entertainer, Early Learning Centre, JoJo Maman Bebe.
3. Gift Experiences (Buyagift and Red Letter Days): Digital gift experience platform offering over 4,800 nationwide experiences across short stays, theatre, dining, afternoon tea, and family days out. UK's gift experience market estimated at £6.5bn.
4. Moonpig Plus and Greetz Plus Subscriptions: Subscription membership programmes growing to 1.2 million members as at 30 April 2026. Designed to increase customer retention and order frequency.
5. Digital Gifting: Digital greeting cards and same-day e-card gifting. One in two cards created using AI-powered personalisation tools.
6. Corporate Card-Giving (in test): New corporate proposition enabling businesses to send personalised cards and gifts at scale. Early-stage testing with potential to open adjacent opportunity in core UK market.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Moonpig Group operates a data- and AI-driven online platform for personalised physical and digital greeting cards, card-attached gifts (flowers, chocolates, alcohol, balloons, home and beauty items from brand partners), and curated third-party gift experiences. Customers buy directly through the Moonpig UK and Greetz Netherlands brand websites and apps, with next-day delivery and a same-day e-card option, and may join the Moonpig Plus or Greetz Plus subscription programme to receive exclusive benefits.

Product overview

Moonpig Group operates a platform-plus-modules architecture comprising four primary brands: Moonpig (UK flagship online greeting cards), Greetz (Netherlands online greeting cards), Buyagift (UK gift experiences), and Red Letter Days (UK curated experience gifts). The platform leverages proprietary data and technology — including AI-powered personalisation features, subscription programmes (Moonpig Plus, Greetz Plus), and mobile apps — layered on top of a core physical greeting card and gifting marketplace. Key modules include card creativity tools (Your Personal Handwriting, AI-generated stickers), live inference gift recommendation, occasion reminder systems, and next-day delivery. The Group serves the UK, Netherlands, Ireland, Australia and US markets, with approximately 12.3 million active customers across its brands.

Differentiator

Problem solved

Functional benefit

Brands

• Moonpig Plus: Subscription programme offering exclusive benefits to drive customer retention and order frequency; 1.2m members as at 30 April 2026
• Greetz Plus
• Moonpig for Work
• Moonpig
• Greetz
• Buyagift
• Red Letter Days

Products and services

• Moonpig (UK brand) The Group's flagship UK online greeting cards and gifting platform, offering personalised cards, flowers, chocolates, alcohol, balloons and gifts with next-day delivery to UK consumers. Holds 70% UK online card market share.
• Greetz (Netherlands brand) The Netherlands' leading online greeting cards and gifting platform, offering cards, flowers, chocolates, balloons and beverages to Dutch consumers. Holds approximately 65% online card market share in the Netherlands.
• Buyagift UK gift experiences platform offering more than 4,800 nationwide experiences across short stays, theatre, dining, afternoon tea and family days out, sold through its own website and selected e-retail and retail partners.
• Red Letter Days UK luxury gift experiences brand offering curated extraordinary experiences from countryside retreats and spa treatments to adventure activities and theatre visits, with more than 4,000 experience options.
• Moonpig Plus subscription Annual subscription membership for Moonpig UK customers offering exclusive benefits designed to increase customer retention and order frequency.
• Greetz Plus subscription Annual subscription membership for Greetz Netherlands customers offering exclusive benefits to drive retention and purchase frequency.
• Same-Day Digital Gifting (e-card) Same-day digitally delivered e-card gifting on the Moonpig platform, allowing recipients to receive a personalised card electronically without waiting for postal delivery.
• Moonpig for Work (corporate card-giving) Corporate card-giving proposition enabling UK businesses to send personalised cards and attached gifts to employees, clients or partners at scale, extending the consumer Moonpig platform into B2B.

Quantifiable outcome

• UK online card market share of 70%, nearly 6x larger than nearest competitor
• +4 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature8 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• MakerscoreStrategic or Co-development PartnerMoonpig partnered with education provider Makers to roll out an AI Essentials programme across its workforce. The programme includes Live AI Labs, protected learning time, 1:1 coaching, and a Level 3 nationally recognised qualification funded through the Apprenticeship Levy. Represents commitment to structured AI capability-building beyond experimentation.
• ScribblerminorStrategic or Co-development PartnerLaunched new card ranges through a collaboration with Scribbler, expanding Moonpig's design platform card offerings.
• HallmarkminorStrategic or Co-development PartnerPartnership with Hallmark to expand Moonpig's card range offerings through the design platform.
• Hotel ChocolatminorChannel Partner/ Reseller/ DistributorPartnership to strengthen the chocolate category in Moonpig's gifting range, offering premium chocolate gift options alongside cards.
• NextminorChannel Partner/ Reseller/ DistributorPartnership to strengthen the home category within Moonpig's gifting offering.
• LushminorChannel Partner/ Reseller/ DistributorPartnership to broaden beauty gifting categories on the Moonpig platform.
• Boots Liz EarleminorChannel Partner/ Reseller/ DistributorPartnership with Boots Liz Earle to expand the beauty category within Moonpig's gifting range.
• The Entertainer and Early Learning CentreminorChannel Partner/ Reseller/ DistributorPartnership with The Entertainer and Early Learning Centre to broaden the offering of children's toys and clothing on the Moonpig platform.
• JoJo Maman BebeminorChannel Partner/ Reseller/ DistributorPartnership with JoJo Maman Bebe to broaden the offering of children's clothing and parenting products on the Moonpig platform.
• Pizza Express and Spotify PremiumminorChannel Partner/ Reseller/ DistributorStrengthened and broadened Experiences offering by enhancing affordable dining (Pizza Express) and subscription options (Spotify Premium).
• The Traitors Live ExperienceminorChannel Partner/ Reseller/ DistributorIntroduced immersive experiences such as The Traitors Live Experience to broaden the Experiences portfolio at Buyagift and Red Letter Days.

Scale indicators21 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Funky Pigeon: UK online personalised greeting card and gifting retailer (WHSmith-owned) operating a near-identical model to Moonpig.com, including next-day delivery and AI personalisation. Most direct UK head-to-head competitor for online card share.
• Thortful: UK online greeting card specialist built on a marketplace of independent designers, competing directly with Moonpig on personalised card range, pricing, and delivery. Highly relevant direct competitor for online greeting card share.
• Smartbox Group: European gift-experience-box operator (Smartbox, Daklapack) offering dining, stays, and activity vouchers across multiple countries. Directly overlaps with Moonpig's Buyagift and Red Letter Days brands in the UK gift-experiences category.
• Activity Superstore: UK gift experiences retailer offering driving experiences, flights, short breaks, and adventure activities. Direct competitor to Buyagift and Red Letter Days in the UK experience-gifting vertical.

Broad incumbents

• Card Factory: UK high-street greeting card and gift retailer with c.1,000 stores and growing online channel. Overlaps Moonpig on greeting cards, gifts, and party categories but is a multi-category physical retailer rather than a digital pure-play.
• Hallmark Cards: Largest US greeting card manufacturer and publisher with a broad omnichannel presence and consumer brand licensing. Comparable to Moonpig on card publishing/IP and gifting, but operates at scale across physical and digital channels.
• American Greetings: Major US greeting card manufacturer and publisher (AG, Recycled Paper Greetings, Papyrus). Comparable to Moonpig on greeting card publishing and personalisation IP, but predominantly physical-retail focused with a smaller digital footprint.
• 1-800-Flowers.com: US online florist and gifting retailer with broadened categories (gifts, gourmet food, plants) via brands like Harry & David. Comparable to Moonpig on online gifting platform mechanics and category extension from flowers into broader gifts, though not a card specialist.
• Etsy: Global online marketplace for handmade, vintage, and personalised goods with deep strength in personalised gifts and wedding/occasion categories. Overlaps Moonpig's gifting attach and personalised merchandise, but as a broader marketplace rather than a vertically integrated card specialist.

Emerging players

• Notonthehighstreet: UK online curated gift marketplace connecting independent makers with consumers across personalised gifts, homeware, and occasion-based products. Adjacent to Moonpig's gifting marketplace model with stronger artisanal/independent supply mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/moonpig-com
• Xx.com/MoonpigUK
• Facebookfacebook.com/Moonpig

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Moonpig Group