Berlin Packaging strengthens its presence in the EMEA region with a unified brand name

After consolidating its presence in Europe with no fewer than 15 acquisitions, Berlin Packaging has embarked on a rebranding process aimed at making its companies more recognisable in the EMEA region. Whereas these companies had until now retained their own brand name alongside the words “a Berlin Packaging company”, they are now identified by the name Berlin Packaging along with the geographical region in which they are based.

The strongly positioned company Bruni Glass | Berlin Packaging will retain its status as a commercial brand to emphasise its reputation and historic presence in the field of premium glass packaging.

“The rebranding operation is an integral part of our glocal expansion plan, which aims to make new acquisitions and new European investments while increasing our company’s brand awareness as a Hybrid Packaging Supplier,” says Paolo Recrosio, CEO of Berlin Packaging EMEA. “In 2021, Berlin Packaging completed almost one acquisition per month in EMEA, and we expect to continue with the same intensity over the next 12-18 months with the addition of deals that will increase revenues in the EMEA region to approximately $1 billion. We will be opening new branches in EMEA, from France to the Netherlands, while the new area headquarters will be located in Milan.”

Berlin Packaging has offered assurances that it will retain the employees, management teams and locations of acquired companies while providing active engagement, innovation and design capabilities, financial services, 1700 global suppliers, local warehousing/sourcing and consultancy services in strategic areas such as sustainability and branding.

In Europe, the group invests between 3% and 5% of its revenue in R&D, including models and patents. In the last 18 months, the workforce across EMEA has increased by more than 170 to a total of around 1,000 employees