One of Bradford’s biggest employers is in the middle of moves to ensure its city-based operations are one of the most efficient in its sector.

Hallmark Cards is nearing completion of a reorganisation of its £12m warehouse and distribution centre at Dudley Hill.

Ian Stuart, Bradford-based president of Hallmark International, said following investment in the latest technology, the logistics of the warehouse were being revised to improve throughput of the 30,000 cards-a-hour handled there.

He said: “We’ve invested in key technology to ensure our range of 15,000 products and services is first class.

“We are now reorganising the distribution centre to improve efficiency and put us in an event better position to grasp new opportunities.”

The distribution centre is on a 17-acre site on Dawson Lane, alongside Hallmark’s printing works.

The US-owned company employs a total of 3,300 staff, including 2,000 around Bradford Hallmark opened in the UK in 1958 and its base is at the former W. N Sharpe’s printing works in Bingley Road, Heaton, which Hallmark acquired for £21m in 1984.

It now houses the central functions of the business, including a 250-strong creative team, including recently-recruited graduates who were able to make their mark by taking responsibility of new product developments.

Hallmark cards is celebrating the centenary of its foundation by Joyce Clyde Hall in Kansas City in 1910 and is now the world’s largest card firm.

Donald J Hall, Hallmark chief executive and grandson of the founder, visited Bradford to celebrate the landmark. He later attended a dinner at Hollins Hall Hotel, Baildon, to present awards to retailers.

Mr Hal said its operations here remained central to its business success. He said: “We’re still celebrating our decision to come to Bradford.

“It is fantastic to be able to celebrate our 100th birthday in the UK with the employees who have all contributed to our success. Our UK operations are a significant part of Hallmark International. The UK is an extremely influential and growing market for us so it was great to be immersed in the innovative work going on here.

“Our business has adapted to the changing needs of our customers over the past 100 years. It is an exciting time for us as we look to the future, continue to innovate and offer our customers new ways to share their feelings.”