Moonpig
Moonpig is a UK-founded online retailer of personalised greeting cards, flowers and gifts.
Last updated August 26, 2026
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Overview
Moonpig is an internet-based personalised-gifting brand founded in the United Kingdom in 2000 by Nick Jenkins. Its core proposition is the creation and delivery of personalised greeting cards, supported by flowers and gift products. Customers can add names, messages, photographs and other personal details to products ordered through the brand's digital storefront. The name Moonpig came from Jenkins's school nickname in Newport, Shropshire. The business launched during the collapse of the dot-com bubble, making its early development difficult. Jenkins subsequently secured additional funding from private investors and venture capital. The company benefited from the spread of broadband connections, the increasing availability of digital cameras and word-of-mouth adoption of online card purchasing. Moonpig reported its first profits in 2005. A major UK television advertising campaign began in November 2006, helping the brand move from an online specialist toward a broadly recognised consumer name. Moonpig's early growth was closely associated with the digitisation of the greeting-card market. The website launched in July 2000, and by 2007 the company was reported to account for approximately 90 percent of the UK's online greeting-card market, with nearly six million cards shipped. By the summer of 2009, it had sold cards to approximately 2.57 million customers. Its financial trajectory followed the pattern of a technology start-up: a substantial initial loss while the business was established, several years of limited losses or earnings, and later seven-figure profits. In July 2011, Moonpig was acquired by Photobox Group in a cash-and-shares transaction valued at £120 million. Photobox Group also operated the Photobox photo-products business. Photobox was sold to Exponent Private Equity in 2015. Moonpig later separated from Photobox Group in 2019, when Moonpig Group was formed around Moonpig and the Dutch personalised-gifting brand Greetz. Moonpig Group became a publicly listed company on the London Stock Exchange on 2 February 2021 and is a constituent of the FTSE 250 Index. Its first-day market capitalisation was reported at more than £1.2 billion. The listing also enabled Exponent Private Equity to sell part of its holding, reducing its stake from 41 percent to 27 percent. The modern group therefore combines Moonpig's UK-originated card and gift business with Greetz's Dutch market presence. The brand's business remains centred on occasion-led commerce, including birthdays, anniversaries, Christmas and other personal celebrations. Its digital model gives it access to customer data and repeat purchasing behaviour while allowing a broad catalogue of designs and customisation options. Moonpig's history also includes a significant cybersecurity incident: a vulnerability in its application programming interface was reported privately in 2013 and publicly disclosed in January 2015. Moonpig then disabled the affected API and mobile applications while investigating, stating that password and payment information had remained safe.
History
Moonpig was founded in the United Kingdom in 2000 by Nick Jenkins. Jenkins said that the brand name came from his nickname at school in Newport, Shropshire. The company launched its website in July 2000, at a difficult moment for internet businesses because the dot-com bubble was collapsing. Early progress was constrained, but Jenkins raised further capital from private investors and venture capitalists, allowing the business to continue developing. The company formed its proposition around personalised greeting cards sold online. Its growth was supported by several broader technological and behavioural changes: broadband made richer websites easier to use, digital cameras made it simpler for consumers to supply personal images, and word-of-mouth encouraged customers to try online card ordering. Moonpig reached its first profits in 2005. In November 2006 it began a television advertising campaign in the United Kingdom, marking a significant expansion of its marketing beyond online channels. By 2007, Moonpig was reported to account for roughly 90 percent of the UK's online greeting-card market and to have shipped nearly six million cards. By the summer of 2009, approximately 2.57 million customers had bought cards from the company. Contemporary descriptions of its financial development characterised the business as having incurred a large initial loss while establishing its platform, followed by several years of small losses or small earnings before reaching seven-figure profits. In July 2011, Photobox Group acquired Moonpig in a transaction involving cash and shares and valued at £120 million. The buyer also owned Photobox, a business focused on personalised photo products. Photobox Group was sold to Exponent Private Equity in 2015. Moonpig subsequently separated from Photobox Group in 2019. The resulting Moonpig Group brought together the Moonpig brand and Greetz, a Dutch equivalent operating in personalised cards and gifts. Moonpig Group entered the public markets on 2 February 2021 through a listing on the London Stock Exchange. The company is a constituent of the FTSE 250 Index. Its market capitalisation at the close of its first trading day was reported to be above £1.2 billion. The flotation also allowed Exponent to sell shares and reduce its interest from 41 percent to 27 percent. The brand's central business model continues to combine digital ordering, personalisation and fulfilment for occasions such as birthdays, anniversaries and seasonal celebrations. In addition to cards, its offering includes flowers and gifts. Its development has not been without operational risk. In August 2013, an independent developer privately reported a vulnerability in Moonpig's API that could have allowed outsiders to retrieve personal information associated with millions of users, including names, addresses, email addresses, telephone numbers and limited payment-card details. The issue was not publicly disclosed until January 2015, when Moonpig disabled the API and its mobile applications pending investigation. The company said that passwords and payment information were safe.
- 2021
London Stock Exchange listing
[1]Moonpig Group lists on the London Stock Exchange and becomes a constituent of the FTSE 250 Index.
- 2019
Moonpig Group formed
[1]Moonpig separates from Photobox Group and becomes part of a group that also includes Dutch brand Greetz.
- 2015
API vulnerability disclosed
[1]Moonpig disables an API and its mobile applications after public disclosure of a previously reported security vulnerability.
- 2011
Acquisition by Photobox Group
[1]Photobox Group acquires Moonpig in a cash-and-shares transaction valued at £120 million.
- 2007
Strong position in online greeting cards
[1]The company is reported to account for about 90 percent of the UK's online greeting-card market and to have shipped nearly six million cards.
- 2006
First major television advertising campaign
[1]Moonpig begins a television advertising campaign in the United Kingdom in November.
- 2005
First profits
[1]Moonpig records its first profits after several years of development and investment.
- 2000
Moonpig launches
[1]Nick Jenkins launches Moonpig's online personalised greeting-card business in the United Kingdom.
Products and positioning
A digitally native, convenience-led gifting brand built around personalised greeting cards and occasion-based purchases.
Greeting cards · 2000
Personalised greeting cards
Moonpig's core product is the personalised greeting card ordered through its online platform. Customers can select designs and add personal messages, names, photographs and other details before ordering for delivery. The range serves recurring occasions such as birthdays, anniversaries, Christmas and other celebrations.
Floral gifts
Flowers
Flowers extend Moonpig's card-led proposition into occasion-based gifting. They are offered through the brand's internet-based commerce model and are intended for celebrations and other personal occasions.
Personalised gifts
Gifts
Moonpig also sells gifts alongside greeting cards and flowers. The gift proposition supports the brand's broader role as an online destination for personalised and occasion-led purchases.
Marketing campaigns
- 2006UK television advertising campaign
United Kingdom
Moonpig began television advertising in the United Kingdom in November 2006, broadening its customer acquisition beyond digital channels.
Outcome. The campaign formed part of Moonpig's transition from an online start-up into a widely recognised consumer greeting-card brand.
Brand decisions
2021
List Moonpig Group on the London Stock ExchangeOtherBackground
After operating as a private group containing Moonpig and Greetz, the company pursued a public-market listing.
Action taken
Moonpig Group listed on the London Stock Exchange on 2 February 2021.
Aftermath
The company became a public business and a constituent of the FTSE 250 Index. Exponent reduced its stake from 41 percent to 27 percent through the listing.
Market capitalisation at end of first trading day. More than £1.2 billion (2 February 2021)
2019
Create Moonpig GroupStrategyBackground
Moonpig separated from Photobox Group as ownership and group structure evolved after Photobox's sale to Exponent Private Equity.
Action taken
Moonpig Group was formed around Moonpig and the Dutch brand Greetz.
Aftermath
The new group provided the corporate structure for the subsequent public listing of the Moonpig business.
2015
Disable API and mobile applications after vulnerability disclosureOtherBackground
A private developer had reported an API vulnerability in 2013 that could expose personal information associated with Moonpig users. The issue was publicly disclosed in January 2015.
Action taken
Moonpig disabled the affected API and its mobile applications while conducting an investigation.
Aftermath
Moonpig stated that password and payment information had remained safe.
2011
Accept acquisition by Photobox GroupM&ABackground
Moonpig had developed as an online personalised-card business and was acquired as part of Photobox Group's broader personalised-products portfolio.
Action taken
Photobox Group purchased Moonpig in a cash-and-shares transaction reported at £120 million.
Aftermath
Moonpig operated within Photobox Group until its later separation and reorganisation into Moonpig Group.
Transaction value. £120 million (July 2011)
Recent events
Reported
Moonpig lists on the London Stock Exchange[2]
Moonpig completed its London IPO, pricing shares at 350 pence; its shares rose by 25% within minutes of pricing.
Reported
Moonpig and KFC launch limited-edition Christmas cards[3]
Moonpig launched a limited-edition range of six Christmas cards in collaboration with KFC. The cards were available exclusively online at Moonpig, and 10% of net sales were to go to KFC Foundation’s charity partner, Comic Relief.
Reported
Moonpig launches creative-industry onboarding programme[4]
Moonpig launched its largest-ever onboarding programme, inviting established publishers and creative talent to develop ranges for sale on its website. During the initial phase, it aims to triple the number of publishers it works with.
Sources4 sources
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