Millions of leaflets have gone out of the warehouse door at London Circular Distribution, and most of them landed within a few miles of it. The company is based on Mabley Street in Hackney and is owned and run by the same family that started it over 25 years ago. Its own supervised teams cover all London regions.Two businesses can put out the same number of leaflets in the same week and get completely different results. The difference usually lies in who lives behind the doors. Leaflet distribution in London works best when the round is matched to household type, so the company puts together a demographic breakdown of the target area before anything goes to print, then walks the roads that fit. Alongside residential rounds, the team handles newspaper and magazine delivery for publishers and community organisations, sample drops, direct mail and business-to-business work.
A spokesperson for the company said: "We would rather spend 20 minutes on the map with a client than take the order straight away. Someone selling loft conversions and someone opening a takeaway need very different roads, even inside the same postcode. When the targeting is right, people ring back the following season and book again, and that is where most of our work comes from."
The East and North London catchment is walked daily by in-house staff, while counties including Essex, Kent, Hertfordshire and Surrey are reached through partner networks. Distributors are vetted and supervised, rounds are recorded on GPS, and a sample of addresses is back-checked once the round is finished. The warehouse takes stock straight from the printer, which saves clients storing pallets of leaflets in an office or a back room.
Timing counts as much as targeting. Households pay far more attention to a local offer in the weeks before they need it than in the middle of a quiet month, so the team tends to suggest booking ahead of a trading peak rather than during it. Advice on area, timing and volume costs nothing.
About London Circular Distribution
London Circular Distribution is a family-run company serving Greater London and the surrounding counties. Its services cover residential leaflet rounds, solus and shared delivery, selected street targeting, newspaper and magazine distribution for publishers, sample drops, direct mail and business-to-business delivery, each with GPS-verified route reporting. For more information, visit https://londoncircular.co.uk/