The Giftware Association has today announced a significant evolution of its organisation, unveiling its new identity as the Home & Gift Association.
The rebrand follows an extensive twelve-month period of consultation, member feedback, and strategic planning, designed to ensure the association continues to reflect the changing landscape of the industries it serves. The new name recognises the growing diversity of the sector and strengthens the organisation’s position as the collective voice for businesses operating across giftware, homeware and stationery categories.
While the identity is changing, the organisation’s core mission remains unchanged: to champion, connect and support businesses throughout the industry while helping them navigate challenges, unlock opportunities and achieve sustainable growth.
The transition to the Home & Gift Association represents more than a change of name. It reflects a renewed commitment to supporting members through stronger advocacy, enhanced commercial opportunities, education, networking and business development. The association will continue to deliver industry-leading initiatives while introducing several new programmes aimed at strengthening the sector, including:
Stronger industry advocacy through its growing Industry Champions programme and lobbying activities; enhanced retailer and buyer engagement through the newly launched Buyers Circle programme; increased networking and collaboration opportunities across the industry; expanded educational resources, market insights and training; mentorship and peer-to-peer support initiatives; new programmes designed to drive business growth, innovation and resilience.
Alongside the new name, members will begin to see a refreshed visual identity, including a new logo, updated branding and a refreshed digital presence. The new brand has been designed to feel modern, professional and approachable while celebrating the creativity, innovation and entrepreneurial spirit that define the home and gift industry.
The organisation believes the new identity better reflects both its heritage and the future direction of the sectors it represents. Gemma Sault, Managing Director of the Home & Gift Association, commented: “This is an incredibly exciting moment for our organisation and our members. The industry has evolved significantly, and our new identity reflects the wider community we proudly serve today. While our name is changing, our purpose is not.
“We remain dedicated to supporting businesses, creating valuable connections, championing industry interests and helping our members grow. The Home & Gift Association better represents our ambition to be the leading trade association for the home, gift and stationery sectors, while continuing to deliver the trusted support and opportunities our members value.
“This rebrand is not just about a new name or logo. It marks the beginning of an exciting new era focused on building a more connected, influential and resilient industry. We are incredibly grateful to our members for their continued support and look forward to shaping the future together.”
The refreshed identity will be introduced across all association communications, events and member services over the coming months, culminating in the launch of a refreshed website and a series of new member initiatives designed to support business growth and strengthen industry collaboration.
As the Home & Gift Association, the organisation will continue to act as the voice of the industry, bringing together suppliers, manufacturers, retailers, buyers and service providers to create a stronger future for the sector.
