With a £1 million turnover forecast for 2020, the British commercial displays group is now looking to extend its services, from design to installation and storage, to other key calendar highlights, such as the Chinese New Year and summertime events. Being strictly seasonal has however served Creations very well. Among its latest show-stoppers are the glittering Christmas tree beside London’s Tower Bridge and new interactive golden photo frames for perfect selfies amid decked halls in Exeter and north London’s Paddington. “This is our most successful year to date,” says founder and managing director Alex Walters whose business roots lie in theatre and stage design.
In 2010 amid the recession fall-out he identified a new market supplying smaller independents, offices and larger homes with Christmas-themed designs to help boost trade and spread some comfort and joy.
“Christmas is the time when people are always willing to spend a bit more, particularly for something special, and this was the era when the idea of affordable treats came into its own,” he recalls.
From that modest start, Christmas Creations has grown into all-commercial services for shops, centres, squares, hospitality and leisure venues with projects from Scotland to Cornwall broadly in the £2,000 to £100,000 range.
Customer and public expectations fuelled by Instagram opportunities have helped drive the trend and demand for more inventive displays, but the sector remains very small where operators are concerned.
The main reason for that lies in the meticulous management required on top of the creativity for this kind of magic making, says Walters.
“We visualise clients’ briefs and colours with mood boards and providing samples. Our mission is to make them stand out from the crowd whether that is contemporary or traditional, using LED or electroluminescent lighting, fabrics, holographic foils, aluminium or modern fibre glass.
“Some of the work is in our own unit or by commissioning other UK manufacturers and metal fabricators if frames are needed for attaching the lights.”
Much of the build and assembly is carried out at the company’s unit in Watford, Hertfordshire. While Creation’s reputation as being a safe pair of hands for the logistical practicalities, with the correct insurances for working at height, electrical installation, public safety the like, has been fundamental to its success.
When the jollies end it also removes and stores the displays for the next time. “We can then modify them which is good for budgets, and now offer some three-year contracts on a leasing basis,” adds Walters.
Aside from Creations own team of five, its success has created regular freelance work for 25 more traders – designers, electricians and florists.
The business is now promoting itself more actively and joined the Christmas in July event this year, a cost-effective collaborative festive showcase for retailers.
Branching out into other annual events though will need Walters seeking external investment for the first time.
Appropriately enough for a man who has been responsible for the appearance of many angels, one of the business kind he thinks could now help Christmas Creations reach greater heights and overcome cash flow issues arising from having to pay long in advance for stock.
This year the fashion is for festoons of baubles to hold sway while grottoes are on the wane and unicorns, despite a lot of trendy decor predictions, are not really in the running.
“Elaborate or understated, an entire new look can be created from familiar themes with a new touch,” advises Walters for whom the best present is always when the lights come on – and stay that way.
www.christmas-creations.com
www.christmasinjuly.co