Page Bros Group has acquired Suffolk greeting card publisher Green Pebble, bringing an established print and creative partnership into closer alignment.
The acquisition formalises a longstanding relationship between the companies, combining one of the UK’s longest-established print businesses with an artist-led publisher renowned for its distinctive greeting cards, stationery and commitment to supporting creative talent.
Shared Values Meet Strategy
For Page Bros CEO Alex Tuya, the deal is as much about shared values as strategic opportunity.
“We chose to acquire Green Pebble because it operates in a sector we know well and is a business we’ve admired for some time,” he says. “Being a local company added to its appeal, but what really stood out was the energy, creativity and entrepreneurial spirit that Michael and Ruby have brought to the business over the years.”
Founded in Beccles, Green Pebble has built a loyal following by transforming original artwork into high-quality greeting cards and stationery, working closely with independent artists across the UK.
Green Pebbles Beginnings
Its story began with a creative ambition that founder Michael Charles never quite abandoned.
“A million years ago I told my dad I wanted to become an artist,” he recalls. “To his credit, he hid his smirks but firmly nudged me towards accountancy.”
After a successful career in finance, Michael and his wife Ruby – an experienced magazine editor – returned to their creative roots. They launched a magazine celebrating East Anglian artists in 2007 before evolving into art publishing and, ultimately, greeting cards.
“By 2011 we realised it was the pictures people wanted to see, not the words,” says Michael. “So, we evolved into publishing art on the ‘small screen’ of greeting cards.”
The move proved well-timed. As demand grew for thoughtful, design-led products, Green Pebble expanded its reach while maintaining a strong commitment to sustainability and artist support.
“We stopped supplying cards in plastic and saved the planet from an annual 15 square kilometres of plastic film,” Michael says. “At the same time, we’ve supported the local Suffolk economy and helped artists reach audiences across the UK and beyond.”
The Growing Group
For Page Bros, whose heritage spans more than 200 years, the acquisition brings an established customer and creative partner into the group, creating opportunities for closer collaboration across product development, print, fulfilment and e-commerce. It also follows the acquisition of Art Angels, further strengthening Page Bros’ relationships with artist-led brands.
“Green Pebble has developed a highly appealing range across multiple product categories, all underpinned by strong creative integrity,” says Alex. “We saw immediate synergies across the group, particularly in how design-led products can be developed, produced and brought to market.”
The acquisition reflects a broader strategy of working more closely with creative brands, connecting design, publishing, print and fulfilment capabilities within a single group.
“Green Pebble is a natural fit for us,” Alex explains. “It allows us to deepen an already strong relationship while providing the support and infrastructure needed for the next stage of growth.”
The deal also gives Page Bros greater exposure to direct-to-consumer sales and Green Pebble’s Artisan Marketplace.
“These are exciting routes to market that complement our existing capabilities and create new opportunities for growth,” Alex adds.
More Than a Print Partner
For Green Pebble, the partnership comes at a significant moment. The rapid evolution of e-commerce during and after the pandemic highlighted the increasing importance of technology, scale and specialist expertise.
“The speed at which consumers embraced online shopping during Covid and then shifted their habits again afterwards was astonishing,” says Michael. “It reinforced our belief that we needed the support of a larger, tech-savvy partner to help us preserve the personal service we’re known for while meeting changing customer expectations.”
Page Bros’ combination of technical capability, manufacturing expertise and understanding of our business and the wider industry made it a natural choice. Just as importantly, Michael says, the two businesses share a similar outlook.
“Page Bros may be much bigger than Green Pebble, but it’s still a people business rooted in its local community,” he says. “Ruby and I feel we’ve found a great partner.”
He also points to Alex’s creative background as an accomplished musician as an important factor.
“He understands the courage it takes for artists to put their work into the world,” says Michael. “Whether it’s a colour on a canvas or a chord in a song, he understands the pursuit of creative excellence.”
Looking to the Future
Looking ahead, both businesses are focused on building on Green Pebble’s strong foundations while creating opportunities for future growth.
“Our aim is to build on the legacy Michael and Ruby have created,” says Alex. “We want to provide the scale, agility and support that will help the business grow while continuing to develop the product range and strengthen its relationships with artists and customers.”
Support for artists will remain central to the brand’s future.
“Creativity has always been at the heart of Green Pebble, and we’re committed to ensuring that continues to flourish,” he adds.
Early collaboration is already underway as the two teams work together to navigate a rapidly changing commercial and technological landscape.
“The team at Page Bros are already helping us make sense of the constant noise around technology, markets and global change,” says Michael. “Ruby and I are confident that Green Pebble now has access to the resources, expertise and values that will help it prosper long into the future.”
For Alex, the acquisition is ultimately about unlocking potential.
“We’re genuinely excited about what comes next,” he says. “This acquisition creates new opportunities for growth, collaboration and innovation. By bringing our teams closer together, we’re creating a strong platform for the future while preserving everything that makes Green Pebble special.”
