JUST SECOND NATURE LIMITED

What JUST SECOND NATURE LIMITED does

Second Nature Limited (trading as Second Nature, SNL) is a UK-based, family-run greetings card and paper product publisher established in 1980. The company specialises in design-led, hand-crafted and hand-finished cards, with proprietary expertise in 3D paper engineering and kirigami pop-up technology that underpins its award-winning Second Nature Pop Ups range (Henry Cole Classic and Louie Award recognised). Its model line exceeds 1,000 designs spanning value-to-high-end price points and covering a wide spectrum of occasions, relations, and seasons; multi-brand portfolio architecture includes proprietary lines (Champagne, Yours Truly, Clever Cubes, Express Yourself MIP, Get Set Make, Make a Wish) alongside exclusively distributed partner brands (Scribbler, Quilling Cards, Hootyballoo, House of Sarunds, ORIGAMO, 2toTango, PANGO Munchies).

The business operates a trade-only B2B go-to-market as its primary engine: registered retailers access a webshop with full catalogues, while dedicated Sales Consultants conduct field visits across UK and Ireland. Distribution extends to 40+ countries, supported by a dedicated US sales function (toll-free line, 48-hour shipping from the Isle of Wight warehouse). A secondary direct-to-consumer channel ('Shop Now') sells Pop Ups and craft products online with 24–48 hour fulfilment. Operations are split between a design-focused headquarters and studio in Brentford, London, and warehousing/customer services on the Isle of Wight.

Revenue mechanics are unit-pricing based on wholesale trade orders at undisclosed trade prices, with retail price points as low as 99p on the value end (Yours Truly) and premium positioning on Pop Ups and partner paper-engineering brands. The customer base is a long tail of independent card and gift shops, department stores, garden centres, toy shops, and hobby/craft outlets in the UK and internationally; there is no disclosed revenue, headcount, or external funding, consistent with a privately held, founder/family-controlled business with 40+ years of continuous operation.

Name

JUST SECOND NATURE LIMITED

Legal name

Second Nature Limited

Website

https://secondnature.co.uk

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Second Nature Limited is a UK-based, family-run publisher of design-led greetings cards, 3D pop-ups, and craft products founded in 1980. It sells primarily trade-only to independent retailers, department stores and garden centres across the UK and 40+ countries, with a small direct-to-consumer channel for pop-ups and craft items.

Ownership category

akta.pro rank

Headquarters

HQ city

Brentford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Wholesale/Trade Sales: Primary B2B revenue through trade-only sales to independent retail outlets, department stores, garden centres, and specialist card and gift shops. Customers place orders via dedicated trade website or through Sales Consultants.
2. Direct Consumer Sales: E-commerce sales to non-trade consumers via 'Shop Now' section for Pop Ups and Craft products. Ships within 24-48 hours.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels3 records

Core offering

Second Nature Limited is a UK-based publisher and manufacturer of design-led greetings cards and paper products, including award-winning 3D pop-up cards, hand-crafted and hand-finished everyday cards, children's craft activity packs, stick-on crafting decorations, wish bracelets, and party products. The company sells a portfolio of proprietary brands (Second Nature Pop Ups, Champagne, Yours Truly, Clever Cubes, Express Yourself MIP, Get Set Make, Make a Wish) alongside exclusively distributed partner brands (Scribbler, Hootyballoo, House of Sarunds, Quilling Cards, ORIGAMO, 2toTango, PANGO) through a primarily trade-only B2B model serving UK independent retailers and 40+ international markets, with a secondary direct-to-consumer channel for Pop Ups and Craft products.

Product overview

Second Nature Limited is a leading UK publisher of design-led greetings cards and paper products, established in 1980. The company operates a multi-brand portfolio architecture with core proprietary brands (Second Nature Pop Ups, Champagne, Yours Truly, Clever Cubes) alongside partnered/distributed brands (Scribbler, Quilling Cards, Hootyballoo, House of Sarunds, ORIGAMO, 2toTango, PANGO) and craft products (Express Yourself MIP, Get Set Make). The company specializes in handmade, hand-crafted, and award-winning 3D pop-up cards with over 1000 designs in their model line covering various occasions, price points from value to high-end, and sold in 40+ countries worldwide. They offer trade-only ordering via their webshop platform alongside consumer direct purchasing for pop-ups and craft products.

Differentiator

Problem solved

Functional benefit

Brands

• Second Nature Pop Ups: Award-winning Henry Cole Classic 3D pop-up greeting cards that spring to life when removed from envelope. Features 60+ designs in everyday range including Valentine's Day, Mother's Day and Christmas. Each card is a unique paper sculpture that can be folded flat for mailing.
• Champagne
• Yours Truly
• Clever Cubes
• Express Yourself MIP
• Get Set Make
• Make a Wish

Products and services

• Second Nature Pop Ups

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• House of SarundscoreChannel Partner/ Reseller/ DistributorPartnership with the UK's largest specialist distributor of chocolate and confectionery products. House of Sarunds has over 200 long-standing suppliers spanning UK producers, Belgian chocolate industry and Europe. Offers personalised confectionery products including Toblerone and seasonal items.
• ScribblercoreChannel Partner/ Reseller/ DistributorScribbler London is a UK greetings card and gift company known for inappropriate sense of humour and great design. Second Nature distributes Scribbler products exclusively. Scribbler has 32+ stores across the UK.
• Quilling CardminorStrategic or Co-development PartnerPartnership to bring unique and varied collection of intricate quilling cards. Quilling is the art of rolling, coiling and shaping small strips of paper to create artworks. Each card is a beautiful work of art, perfect to frame as a gift or for home décor.
• Hootyballoo by Club GreencoreChannel Partner/ Reseller/ DistributorPartnership with Hootyballoo by Club Green to offer stunning collection of on-trend party products including balloons, tableware and seasonal decorations. Both family-run businesses celebrating 40-year anniversaries. Provides in-store party solution.
• ORIGAMOcoreStrategic or Co-development PartnerPartnership with ORIGAMO for intricate 3D Kirigami Pop Ups and beautifully designed 3D bookmarks. Reinforces Second Nature's standing as leaders in handmade and innovative 3D Paper Engineering. Makes Second Nature the go-to market leader for independent market.
• 2toTangominorStrategic or Co-development PartnerNew addition to SNL family. 2toTango offers minimalism and sophistication in paper sculptures - three-dimensional illustrations from pop up book publishing. Perfect for high-end retailers with eye for cutting edge design.
• PANGOminorStrategic or Co-development PartnerPartnership to launch Munchies - a new squad of squishy, snuggly plush pals with personality. Also planned: curated collections of stationery and cards. Available from October 2025.
• Hospice UKminorGTM or Marketing PartnerFresh and bright collection of greeting cards specifically designed in support of Hospice UK and other local hospices. Eco happy, fully recyclable, plastic free, printed in UK. Generates funds for local hospices and supports Hospice UK's palliative care efforts.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• IG Design Group: UK-listed designer, manufacturer, and distributor of gift packaging, stationery, and celebration products. Comparable as a multi-category gifting supplier with global distribution to retailers, including UK and international channels that overlap with Second Nature's trade customer base.
• Moonpig Group: UK-listed online greeting card and gifting platform. A broader incumbent addressing the same end consumer need (sending cards for occasions) but through a personalised digital-print model rather than Second Nature's pre-printed, design-led physical card model.
• Hallmark Cards: Global market leader in greeting cards and social expression products. While Second Nature operates at much smaller scale, both compete for retailer shelf space and consumer gifting occasions; Hallmark represents the ceiling of category scale and the broad-incumbent benchmark.

Direct peers

• Woodmansterne Publications: UK-based greetings card publisher with a similar design-led, trade-only B2B model distributing to independent retailers and department stores. Comparable in scale and product philosophy as a long-established British card specialist serving similar retail channels.
• The Art Group: UK-based publisher of art-led greeting cards and licensed artwork products sold through independent retail and gift shops. Operates a similar B2B trade model serving card and gift retailers with design-differentiated products.
• Quilling Card: Niche greeting card publisher specialising in hand-crafted quilled paper artwork. Although a Second Nature partner, it competes in the same premium hand-crafted card niche and is sold through similar independent gift shop channels.
• Card Factory: UK greeting card specialist with both retail stores and wholesale. Competes with Second Nature for the same occasions-driven consumer spend but operates a vertically integrated retail plus own-brand model rather than Second Nature's pure publisher-and-trade-distribution approach.
• Scribbler: UK greetings card and gift brand known for design and humour, with 32+ UK stores. Although exclusively distributed by Second Nature, it competes in the same independent card and gift shop channel for shelf space and consumer attention with overlapping design-led product ranges.
• Museums & Galleries: UK greetings card publisher known for art-led card ranges sold primarily through independent card and gift shops. Highly comparable to Second Nature in product positioning (design-led, premium), trade distribution model, and target retailers.
• Paperchase: UK design-led stationery, greetings, and gift retailer. While historically store-based and now operating post-administration, it competes in the same design-led gifting space and overlaps with Second Nature's retail partners in independent and design-conscious channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/secondnature_london
• LinkedInlinkedin.com/company/second-nature-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 JUST SECOND NATURE LIMITED