Tate’s catalogues and merchandise stood out from the crowd this year, and this effort paid off with strong sales. Together, Tate Enterprises and retail saw a turnover of £13.4 million in 2007–8, producing a profit of more than £2 million.
The catalogue for Tate Britain’s Millais exhibition was particularly successful, selling 17,500 copies. For the Louise Bourgeois exhibition, almost double that figure was sold – 32,250, including sales to US venues. This was much more than a standard catalogue: it was an A to Z of the artist’s work, described by her studio as the ‘Louise Bourgeois Bible’, and the sales figures reflect this.
Merchandise for the Louise Bourgeois exhibition also flew off the shelves, with some products selling out repeatedly. The products were designed with Bourgeois’s studio, and the handkerchief – with ‘I’ve been to hell and back and it was wonderful’ printed on it – was especially sought after. A pillowcase printed with the words ‘Je t’aime’ also sold well. The merchandise brought in £250,000 over twelve weeks.
Tate Liverpool’s shop was redesigned during 2007 in preparation for the greater number of visitors expected in 2008, Liverpool’s year as European Capital of Culture. While still retaining an authoritative stock of art books, the new shop is more welcoming and approachable, particularly for people who are not necessarily seasoned art lovers. This change has resulted in a significant increase in sales: the shop recorded sales of £393,945 in 2007–8, a 30% increase on the previous year.
Tate will be taking to the seas in 2008, after striking a three-year deal with P&O Cruises. Tate Guides and artist educators will be providing special talks and activities to passengers on cruise ships, starting with the new superliner Ventura and eventually building up to twenty cruises on five ships.
