Backed by Ardenton Capital, Tiger Feet is scaling its celebratory empire across the UK and beyond
Built on four decades of success, Tiger Feet reboots and rebrands with investment into people, technology, and a newly expanded product portfolio. With an established presence across the UK, the company is now working with Ardenton Capital to take on new markets. As Chief Executive Officer, Akhtar Zahid, begins: “The company was founded in 1984, as a cash and carry wholesale service, providing non-food products to a variety of newsagents and convenience stores. This resulted in a network of branches around England, Wales, and Ireland, covering mainly greeting cards and stationery.
“Having seen a lot of success in this area, the business soon moved on to designing and manufacturing its own range of cards and gift wrapping, as well as presents, pens, and paper. In 2019, Tiger Feet was purchased by Ardenton Capital, who have continued to invest in its ongoing success.
“I joined the company in 2023. My job is to grow our national presence and maximize value for customers and stakeholders alike. Today, we are the largest wholesaler of party and gift products in the UK and Ireland.”
Keeping UK retailers stocked with all the celebratory essentials, Tiger Feet offers greeting cards, goodie bags, gifts, and more. As Akhtar details: “We operate in the party and gifting categories – supplying everything you need for a party, anniversary, or occasion.
“Cards are still our major revenue contributor; however we also offer a variety of other items. These include gift bags, roll wrap, glassware, ornaments, notebooks, craft supplies, and party decorations. We’ve diversified our offering in recent years, to include both third-party products and our own Tiger Feet party and gift ranges.”
In August 2024, Tiger Feet underwent a major rebrand. This marked the beginning of a new chapter for the business, as Akhtar discusses: “Our original name was Budget Greeting Cards. That served us well for a certain period, however the business has grown, and we now offer much more than just cards. In 2024, we acquired two companies, with one of them being an e-commerce business called Tiger Feet Party. We really liked the name because it was non-descript, fun, and could allow for growth into new market segments.
“With any rebranding, you must be careful about customer perception. We maintained a consistent level of communication with our customers and stakeholders, so everyone still knew who we were. Our mission is to stay true to our roots, while adopting a slightly different operational approach – the new branding allows us to continue growing, with more focus on the celebratory sector.”
Strategic benefits
With the rebrand in full swing, Tiger Feet has more than a new name. The company has also invested in smart technology, designed to take its supply chain strategy to the next level: “We operate one central distribution warehouse in Manchester, and that feeds our branches in Gateshead, Bradford, Birmingham, Bristol, Nottingham, Belfast, Manchester itself, and Dublin, Ireland.
“The business is still in the early stages of growing its IT infrastructure. We’re in a strong position to modernize our systems, starting from a relatively clean slate.
We recently made a significant investment into Microsoft Business Central, which will allow us to better manage demand and plan ahead. It will also be invaluable in overhauling our CRM, and the company’s centralized e-commerce operation in Bradford.
“Our main focus is on ensuring that our products are always stocked and ready to go. This investment supports our warehousing network and delivers greater insights into all the key metrics that will help us succeed,” Akhtar reveals.
Alongside investments in the latest technology, Tiger Feet is putting more time and energy into its people. As Akhtar enthuses: “Prior to the change in leadership, the working culture had been quite restrictive and closed off. With the new leadership team in place, we’re working toward a more transparent and mutually beneficial dynamic across all aspects of the business.
“Our new strategy involves delivering regular, company-wide updates on key figures around sales, profitability, customer feedback, new product launches, and, most importantly, strategy. We really believe that people are at the heart of our business. They have more touchpoints with customers and suppliers than I ever could, so it is vital they feel empowered and informed. At Tiger Feet, anyone can approach the leadership team with updates or feedback in a safe and respectful environment.”
New leadership has not only helped build a happier workplace for the Tiger Feet team, but it’s also aided in growing the business through strategic acquisition, as Akhtar outlines: “The sector has remained relatively stable and consistent over the last few years. The two acquisitions we made last year were designed to consolidate our existing network of branches.
“There were several synergies between our business and those we acquired, which offered clear strategic and operational benefits. Not only that, but it also allowed us to join hands with other successful, fully operational businesses within the party category.
“With any merger or acquisition, there’s always a degree of uncertainty. Looking ahead, to any future acquisitions, we’ll be seeking out a lot of the same qualities. Any new businesses must support the core operation and offer something new to our existing portfolio.”
Future plans
For Tiger Feet, strategy and sustainability go hand in hand. As Akhtar asserts: “As a national supplier of goods, we recognize that we have a responsibility to minimize our impact on the environment. We aim to reduce carbon emissions by closely monitoring our sourcing strategy and working to reduce shipping distances wherever possible. We also aim to connect with responsible suppliers, who themselves have sustainability measures in place.
“We are a B2B company, so it is important our customers know we are sourcing responsibly, to minimize any risks to them and their own customers. Of course, there is always more to do in this area, and we ensure it is always on the agenda for our supply chain team.”
With an all-new brand identity, working culture, and product offering, Tiger Feet is fit for whatever the future holds. Looking ahead, Akhtar considers what’s next for the business: “We are a seasonal operation, and Christmas is always our peak, so we’re gearing up to deliver that. However, 2026 is also just around the corner, so our studio has already created some designs for the coming year.
“We’re also looking to put on some exhibitions at trade fairs across the country – this will help us showcase our products more prominently and reach out to a variety of new customers.
“The business has been through a lot of changes recently, and it has been an amazing journey. The future looks very promising, and it is a privilege to work with all the people at Tiger Feet and Ardenton Capital.
“By 2030, Ardenton Capital will have sold the business to a new owner who will see Tiger Feet’s potential and support us in creating a new growth plan. We are predominantly a UK business, so mainland Europe is an obvious place to compete. Until then, there is still a lot of work we can do in the UK market, such as commercializing our offering and branching out into new categories,” he concludes.