Past Meets Present: Filofax Stands Test of Time

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For more than 100 years, the Filofax brand has endured a world war, recessions, cultural and technology revolutions, acquisitions and more. The resilience of Filofax is a testament to the dedication and fortitude of its employees and supporters. Started in 1921 as Norman and Hill Ltd. by British Army Colonel Disney and partners, the Filofax time planner ring book launched in the UK. The “file of facts” would change the future of personal stationery.

Grace Scurr and Her Filofax; Photo courtesy of FLB Group. All rights reserved.

A Storied Past

During World War II, Filofax secretary Grace Scurr, kept a detailed organizer with customer and supplier information. In the event that company office buildings were destroyed by bombs, she brought home important company records each night. In 1940, German troops blitzed London and the Filofax offices were destroyed. Scurr, typist turned hero, saved the company and later served as president.

The 1980s brought a new era of success for Filofax. The classic organizer was a staple in young urban professional (“yuppie”) culture. Used as an everyday accessory and status symbol, the name Filofax grew beyond the name of the company to become synonymous with the word for organizer. Showcasing the impact Filofax had on popular culture, the classic Filofax starred in the movie “Taking Care of Business”, where a convict finds a businessman’s Filofax and assumes his identity from the information inside. The movie highlights the significance of the Filofax organizer in the daily lives of working professionals. Before the time of the cell phone, the details of one’s life existed completely on paper.

The Future of Filofax by Design

As the digital revolution replaced many traditional paper goods with technological innovations, Filofax endures. The brand remains beloved by devout paper planners and hobbyists alike. Filofax looks ahead to serving new generations of enthusiasts.

Balancing both new and old styles, Filofax carries numerous products lines with unique features and design. The Original and Heritage lines mirror the products of Filofax’s past, and modern lines like the Norfolk and Saffiano highlight new trends. Carrying everything from plant-based notebook covers to personalized diary refills, Filofax is doing it all.

Filofax Garden Organizer and inkLink App; Photo courtesy of FLB Group. All rights reserved.

This year, Filofax launched an app synchronizing digital and paper planning. Users scan a custom programmed QR code that links their paper plans to the app. The app then notifies the user of time-sensitive reminders like appointments, tasks, etc. The plan and link system provides a simple solution for paper lovers on the go.

Filofax continues to evolve and integrate their traditional products with innovative elements, like the reminder app and vegan materials, showing commitment to long-lasting relevance in an ever-changing market.

In a world where PDAs and Blackberries are now obsolete, Filofax has outlasted the competition with its steadfastness. With technology becoming the center of daily life: school, work, recreation, and more, what do you think the future of paper planners will be? Will we revert to the traditional use of primarily paper products or dive in fully digital? Let us know your thoughts.