Camera retailer Jessops is to launch into personalised greetings cards as part of plans to extend its range of associated and new categories.

The specialist will launch the personalised greetings card offer – an area that is becoming increasingly more competitive as rivals try to take on Moonpig – before Christmas, and push its other products such as posters, T-shirts and mugs.

Jessops chief executive Trevor Moore said: “People don’t realise the range of products we have. We need to get the message out to market.”

The move comes as the retailer, which delisted from the London Stock Exchange after undergoing emergency restructuring in 2009, revealed a 3% sales rise in the first half to July 17. Like-for-likes climbed 3.6% and online sales doubled. Moore did not disclose the value of sales or give a profit figure.

Moore said Jessops grew share in the period and expected to continue to do so, despite the “challenging” market conditions.“This part of consumer electronics has held up remarkably well,” he said.

He said the 208-store retailer benefited from better staff training, as well as the new Black store format, which has had a 30% sales uplift since being refurbished.

Jessops’ online business has also been revamped and basket size and traffic have increased as a result.

Read more about Trevor Moore.