In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Jérôme Bacquias, founder and CEO of paper republic, one of Europe’s leading premium notebook manufacturers. paper republic has transformed a commodity product category by creating handcrafted, lifetime leather notebooks in Vienna’s city center. Starting from a corporate consulting crisis 12 years ago, Jérôme built a vertically integrated company that has grown 100% year-over-year for five consecutive years. Through direct-to-consumer strategy, authentic craftsmanship, and personal customer connections, paper republic carved out the premium segment in a mass-produced market, now serving customers worldwide from their Vienna headquarters with a team of 100 craftspeople.

Topics Discussed:

• Transitioning from mass-market distribution to direct-to-consumer sales

• Building a premium brand in a commoditized notebook market

• Scaling handcrafted production while maintaining quality standards

• Creating lifetime customer value through refillable notebook systems

• Leveraging authenticity and personal touches in digital marketing

• Positioning analog products as differentiation in a digital world

Lessons For Consumer Marketers:

Identify White Space in Commoditized Categories 

paper republic succeeded by recognizing that no premium player existed in the notebook market. While competitors focused on cheap mass production or digital alternatives, they created a new category at the $50-100 price point, positioning handcrafted lifetime notebooks against disposable options. This strategy worked because sophisticated consumers wanted quality but had no premium option available.

Use Direct-to-Consumer as Competitive Advantage, Not Just Sales Channel 

Jérôme made a decisive pivot from wholesale distribution to D2C in 2018, cutting off all wholesaler relationships overnight. This wasn’t just about margins – it enabled customer data collection, brand control, and the ability to deliver premium experiences that justified higher prices. The timing proved perfect, positioning them for pandemic growth while competitors struggled with supply chains.

Scale Personal Touches Through Systematic Implementation 

paper republic writes personal thank-you notes for every online order – a practice maintained across 12 years and 100% annual growth. Rather than abandoning personal touches at scale, they systematized them by having team members write notes, proving that authentic experiences can be maintained during rapid growth through process, not automation.

Position Product Category Disadvantages as Market Opportunities 

Instead of viewing the digital world as a threat to notebooks, Jérôme repositioned it as paper republic’s biggest advantage. He argues it’s “the best time ever to sell pen and paper” because digital saturation creates demand for analog alternatives, and physical notebooks now serve as differentiators rather than commodities.

Build Lifetime Value Through Product Architecture, Not Repurchasing 

paper republic’s refillable leather cover system seems counterintuitive – customers buy once and use forever. However, this creates ongoing refill purchases, referrals, and brand advocacy. The lifetime positioning builds trust and justifies premium pricing, while the refill system ensures recurring revenue and deeper customer relationships.

Leverage Vertical Integration as Marketing Asset 

Manufacturing in Vienna’s city center isn’t just operational efficiency – it’s a marketing story. The “handcrafted in Europe” narrative, combined with vertical integration from leather cutting to shipping, creates authenticity that justifies premium pricing and differentiates from mass-produced alternatives manufactured in Asia.