With a century-old legacy, can you introduce us to Berlin Packaging?
Berlin Packaging began as a U.S.-based company and has grown extensively through strategic acquisitions. The company ventured into the EMEA region with the acquisition of Bruni Glass, a 40-year veteran in high-class packaging across various sectors such as wine, spirits, and gourmet food. At the beginning of 2022, Berlin Packaging acquired Premi S.p.A., a global packaging supplier that specializes in innovative solutions for the beauty and cosmetic industries: this was a pivotal point, marking Berlin Packaging's expansion into beauty and cosmetics packaging. With a global revenue of $3.1 billion and €1.2 billion from the EMEA sector alone, Berlin Packaging has established itself as a leading supplier in the industry. The beauty segment contributes significantly, with revenues nearing €95 million.
How challenging has it been to integrate 28 acquisitions over seven years?
Incorporating 28 acquisitions in seven years is undoubtedly ambitious and challenging. Yet, Berlin Packaging thrives on a simple, entrepreneurial ethos, leveraging the expertise of each acquired company within a larger multinational framework. This approach preserves the unique qualities of each entity while enhancing them through shared knowledge and resources. The success of such integrations is evident in the seamless alignment of processes and the creation of a diverse, yet unified corporate culture. The objective is to maintain each company's specialty within the broader group, fostering an environment where various cultures and competencies amalgamate to achieve collective excellence.
With Studio One Eleven, your innovation internal design department, what is the significance of innovation and sustainability in your company?
Berlin Packaging's innovation is driven by Studio One Eleven, which is integral to the group and not an external agency. We define it as the company’s innovation engine, it is a hub of creativity that prioritizes sustainability and cross-pollinates ideas across various markets, making the company a unique 360-degree specialist in packaging. Instead of focusing on raw material innovation, Berlin Packaging emphasizes the application of sustainable concepts and marketing strategies to develop appealing and effective products. Studio One Eleven functions as an extension of our customers' teams, transforming the traditional client-supplier relationship into a collaborative partnership.
How are you responding to new EU sustainability regulations and the shift towards eco-friendly materials like PET?
Berlin Packaging is observing a shift toward reducing plastic use. The term 'plastic-free' encompasses a spectrum of solutions, including glass and novel materials. Our technical team works closely with customers to navigate these sustainable options, providing lifecycle assessment (LCA) data to guide them towards their goals. Solutions range from material choices to redesigns and refillable packaging systems, always with an eye on the balance between environmental friendliness and design aesthetics. The company aims to be at the forefront of offering customers tailored, sustainable packaging solutions.
Can you share more about your unique approach to creating successful partnerships?
While there's no single "secret sauce" to our success, Berlin Packaging's distinction lies in the synergy of design, supply, and R&D under one roof. Studio One Eleven transcends the roles of a typical design agency, offering comprehensive services from ideation to prototype in an extraordinarily rapid timeframe.
With advanced technology and capabilities like 3D printing, spray coating, and hot stamping, we can turn a brief idea into a tangible product within hours. This efficiency allows for quicker market entry and cost-effective, organized production, significantly reducing development time and giving our partners a competitive edge.
What are your key growth areas and strategies for market expansion?
We have achieved considerable market presence with $1 billion in sales and extensive regional coverage. However, our focus is not merely on having a symbolic presence but on substantive growth. The addressable market spans various sectors including food, beauty, and industrial, each presenting numerous opportunities for expansion. Our growth strategy involves consolidating our presence in existing markets and penetrating new ones, offering local support with a global structure. This global-local approach facilitates not only market expansion but also customer co-development, allowing us to tailor our services to diverse market needs.
Can you discuss the opportunities and challenges of maintaining a global mindset while implementing local strategies?
Embracing a global mindset while executing local strategies presents both opportunities and challenges. The diversity of languages and cultures, particularly in Europe, necessitates bespoke solutions tailored to the tastes and design preferences of each region. Our challenge lies in communication and the digital transformation of our company to share experiences across locations. We aim to replicate the success of local developments, such as those from Studio 111, on a global scale, thereby offering a consistent yet customized experience across all markets.
What milestones can we expect from Berlin Packaging, particularly in the beauty sector?
Looking forward, Berlin Packaging is committed to pioneering sustainable and refillable solutions within the beauty sector. We are driven by market demands for sustainability, seeking to convert these into defining strengths for brands. The complexity of our role as a packaging company behind multiple brands necessitates innovation that allows for customization and personalization, catering to diverse marketing strategies. Our goal is to create collections that are aesthetically appealing and easily customizable, helping brands to stand out in the market.
Why do you believe Berlin Packaging will continue to be a trailblazer in sustainable and technological innovation?
Berlin Packaging's status as a trailblazer is secured by our investment in people and a global viewpoint. Our widespread presence enables us to capture and implement trends from across various markets, placing us ahead of competitors who may have a more regional focus or specialization. This global perspective allows us to draw inspiration across different regions and industries, which is especially advantageous when considering the dynamic and trend-sensitive beauty sector.
