What's Happening?
Papier, a stationery company founded in 2015, has seen significant growth by capitalizing on a trend among millennials and Gen Z towards analog experiences. CEO Taymoor Atighetchi has positioned the brand
as a form of escape from the digital world, which has resonated with consumers experiencing digital fatigue. The company doubled its sales between 2022 and 2025, reaching over £40 million ($54 million) in revenue by January 2026. Papier's products, such as notecards and writing paper, have become increasingly popular, particularly in the U.S., where notecard sales tripled compared to the UK. The brand is expanding into board games, with plans to launch chess and backgammon sets, and is considering opening retail stores in the UK.
Why It's Important?
The shift towards analog products highlights a growing consumer desire for authenticity and human connection in an increasingly digital world. This trend is particularly significant as it suggests a counter-movement to the pervasive influence of AI and digital technologies. For businesses, this indicates a potential market for products that offer tangible, offline experiences. Papier's success demonstrates the viability of niche markets that cater to these desires, suggesting opportunities for other companies to explore similar strategies. The trend also reflects broader societal concerns about the impact of digital technologies on mental health and social interactions.
What's Next?
Papier plans to continue expanding its product offerings and market presence. The company is investing in offline experiences, such as board games, and is considering opening physical retail locations. This expansion could further solidify its position in the market and attract more consumers seeking alternatives to digital interactions. As the trend towards analog experiences grows, other companies may follow suit, potentially leading to a broader industry shift. Stakeholders, including retailers and designers, may need to adapt to changing consumer preferences by offering more personalized and tangible products.
