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Papier Product Growth (2025)
Year-on-year sales growth comparison for key stationery categories in 2025.
Primary Sources
Papier's CEO bet on analog, and it's paying off - Business Insider
Taymoor Atighetchi is the founder and CEO of stationery brand Papier. Papier 2026-04-24T15:10:39.130Z Papier CEO Taymoor Atighetchi explains why he believes his brand is resonating in the age of AI. The stationery company doubled sales between 2022 and 2025. It is now expanding into board games, with backgammon and chess sets set to launch later this year. In a world dominated by screens, Papier CEO Taymoor Atighetch believes stationery has become a quiet form of escape. Founded in 2015, stationery brand Papier has grown from a UK startup into a company serving 2.5 million customers globally. It doubled sales between 2022 and 2025, generating more than £40 million ($54 million) in the year ending January 2026.The brand has been capitalizing on a broader push among millennials and Gen Z toward going analog. Atighetchi saw early signs of a "digital detox" among millennials when the company launched, but didn't anticipate how strongly Gen Z would later embrace it.As more of life has moved online, digital fatigue has set in, driving renewed interest in offline hobbies like journaling, scrapbooking, and board games — a shift Papier is leaning into.Now AI is adding another layer. As concerns grow around job losses and the erosion of workplace skills, some consumers are seeking out experiences that feel more intentional and human.AI is "going to accelerate the need for authenticity. It's going to accelerate people wanting human creativity," Atighetchi said."People will become sick of algorithms dictating everything they should do and say," he said. "Everything to do with writing — writing notes, letters — is very intentional. It's very human." The handwritten note becomes more important than ever, he said.This drive for authenticity is showing up in sales. Papier reported that notecards grew 33% year on year in 2025, while writing paper rose 23%. Notecards are particularly popular in the US, where sales in 2025 more than tripled those in the UK. Atighetchi said notecards carry a sense of authenticity that texts and emails increasingly lack in the age of AI. Papier Stationery is a novelty for Gen ZAfter studying History of Art at the University of Cambridge, Atighetchi worked as a management consultant at Bain.It was during his time there that he identified that the stationery market needed disruption."I realized that this is actually quite a big niche, and one that needed some disruption and had no real category leader — or at least one that was more rel...
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