When people see our AW26 catalogue, they see the finished product: the glossy pages, the new launches, the bestsellers, the gifting moments. What they don’t see is everything that happens behind the scenes.

And trust me, there is a lot.

Planning AW26 started long before Christmas, months of preparation and conversations about what would work this season. But if you know Treat Kitchen, you will understand that Christmas is total chaos in the best possible way. In the midst of that busiest time of year, it’s very easy for catalogue planning to get temporarily pushed aside. Even with all the excitement, we had to keep reminding ourselves that this catalogue couldn’t be rushed. Not after the year we’ve had and the milestones we’ve hit.

Selling over 1 million gingerbread kits in AW25 gave us more than just a reason to celebrate. It gave us real insight. Clear proof of what works, what repeats, and where customers are happy to spend. That knowledge shaped everything about how we approached the AW26 catalogue.

Leah, our Buying Director, leads that side of the process. And this year she had even more to work with.

“We’re not guessing anymore. We have solid data behind us. We know what performs, what margins retailers need, and where the opportunities are. AW26 is about building on what we know works and pushing it further.”

She is not doing it alone. Emmie joined as our Buying Assistant, bringing fresh energy, a corporate background at a major retailer, and a real talent for market analysis, helping us stay organised and forward-thinking even when things get busy.

From designing with clarity to leaning into everyday gifting, every product has been chosen to stand out on shelf, make margins, and delight shoppers. With launches in Tesco, Sainsbury’s and Spar, this catalogue reflects how far we’ve come and how ready we are for a big year ahead.

At the same time, we’ve built a whole new sales team. Emily, Hiral and Sophie have been out speaking to retailers constantly. Not just selling, but asking questions. What is working in-store? What price points feel strong? Where are shoppers hesitating? What do you wish existed?

That feedback has been invaluable.

It is one thing for us to sit in a meeting room and decide what we think will work. It is another thing entirely to hear directly from the shop floor. AW26 has been shaped by those conversations just as much as by our spreadsheets.

Once the range starts to take shape, it moves into design, and that is where Izzy comes in.

“For me, it’s about clarity and confidence. Buyers are busy. They need to understand a product instantly. The catalogue has to feel exciting, but also easy to shop. If you can picture it on shelf straight away, we have done our job.”

This year especially, we wanted the catalogue to feel more intentional. Cleaner layouts. Stronger call-outs. Clearer categories. Less noise, more impact. Because we are not just designing something that looks good. We are creating a commercial tool for retailers.

One of the biggest shifts in AW26 is leaning further into everyday gifting. Smaller, thoughtful, affordable products that feel special without being extravagant. With budgets tighter for consumers, those little wins matter more than ever.

The good news is that this is something we are naturally good at. Everyday sweet gifting has always been our space. The small but meaningful. The pick-me-up. The just because. So instead of chasing trends that do not fit us, we’ve doubled down on what we know we do well and what retailers tell us sells.

That confidence also comes from growth. Launching into Tesco, Sainsbury’s and Spar has been a huge moment for us as a brand. It has reinforced that what we are creating resonates nationally. But it has not changed our mindset. If anything, it has made us sharper.

Whether you are an independent retailer or a national chain, the questions are the same. Will it sell? Does it make margin? Does it stand out? Will customers come back for it?

Every product in the AW26 catalogue has had to answer those questions before earning its place.

It was not always smooth. There were last-minute tweaks. Packaging changes. Pages redesigned more than once. Decisions revisited. Timing was still a challenge, especially juggling catalogue planning with the Christmas rush. It would have been easy to rush it. Instead, we pushed ourselves.

Because we genuinely believe this is going to be a big year for Treat Kitchen. Not just because the products look good. But because they are backed by knowledge, data, retailer feedback and a stronger team than we’ve ever had before.

AW26 is not just a catalogue. It is a reflection of how far we’ve come and where we are heading next. And honestly, we are just getting started.