On most high streets (the British equivalent to main streets) throughout the UK you are likely to bump into a rather fashionable stationery haven known as Paperchase. Filled with gifts, greeting cards, craft paper, and calendars, Paperchase attracts stationery lovers by the pulp load.

The brand operates around 100 stores in the UK, in formats ranging from the typical stand-alone stores on high streets, concessions in Borders Books & Music and Books etc, and department stores like Selfridges and House of Fraser.

In 2004, Paperchase Products Limited was acquired by Borders Group, and Paperchase shops were added to 300 Borders superstores throughout the US. Recently the brand also opened a flagship store in Boston, with plans to open more such stores in other cities around the US.

The products at Paperchase are renowned for their contemporary and quirky appeal. Graphic prints like polka dots and stripes, floral, and animal patterns adorn the product range (journals, tote bags, pencil cases) and lend a special character to items that are otherwise mundane.

Does the brand’s online presence resonate with the simplistic yet colorful appeal of its products?

The moment we enter the website, the menu bar on the homepage is showcased through an array of polka dots in a kaleidoscope of colors. This is reminiscent of the signature polka dot embellished tote bag or notebook we spot at the store.

Simplistic design and easy to understand content makes browsing through the site as facile as leafing through a child’s storybook. Clicking on any one of the colorful polka dots allows the user to explore a new section of the site, ranging from "About Us" to "Products."

The company could perhaps use the web as a strategic tool to smartly promote their products. For example, a section on art and craft ideas would not only be welcome by both adults and children, but also help the brand publicize specific uses for its products. This concept has worked well for food brands like Hershey’s who furnish recipes on the site, which require ingredients manufactured by the company.

The online shopping area is no doubt the most well-developed area of the site. Anyone looking to purchase a Paperchase product from the e-store is redirected to the Amazon UK website, where a limited range of products are neatly arranged by category. Paperchase benefits from the user-friendly e-store format of Amazon, and each product is accompanied with details on price, features, and customer reviews. Otherwise, shoppers in the UK also have the option of ordering products through the Paperchase Mail Order.

For a fashion-driven brand like Paperchase, it is important that the site is up-to-date in terms of design and content. Color-wise the website loosely captures the artistic appeal of the brand, but the content lacks creativity. A little more interactivity, through innovative features like contests, gift wrapping ideas, and customized greetings, might help the brand make a lasting impression on its target audience.

The brand, however, is well represented online, and customers can find and order that special greeting card, invitation, calendar, or stationary gift to suit every occasion, all without having to leave their home or office—or flip through a paper catalog. And, chances are, your thoughts will be taken more seriously if put down on paper instead of being sent via email or BlackBerry. Old habits die hard.