02 August 2020 Print Companies

Amberley develops for luxury labels

Amberley Labels owner Coveris is investing to develop Amberley as a supplier for the luxury brands.

Coveris is following up on the acquisition of Amberley Labels a year ago with a £3.5 million investment to transform a plant in Boston. The focus will be on luxury products under the same Amberley Labels brand.

And while the original Amberley Labels in Blandford is a digital print site built around HP Indigo technology, the second Amberley Labels site will extend the ethos into longer runs with the installation of two flexo presses. Both are coming from MPS, one a SymJet hybrid press with inkjet section from Domino, the other as a flexo press with an enhancement section from Pantec, which will be the first of its kind in the UK. Pantec’s equipment offers foiling and embossing to enhance the impact of a printed label.

The aim is to be in position with a rebrand to launch the enlarged premium labels business in September. The Amberley Labels name is retained for this push within the Coveris group. This will help distinguish the new approach for beverage, cosmetics and other luxury brands from the food, healthcare and industrial labels focus that the main Coveris business has.

Dennis Patterson, business unit president for the Coveris graphics, labels and board division, says: “We’re really excited to finally be in a position to share our plans around our new combined Amberley Labels brand. The investment and additional processes required to meet the demands of new markets will deliver a major step change in our operations, which will see us shift from a traditional large scale, high speed service model to a more targeted, bespoke quality offering across two sites.”

The repositioning of the site in Tenens Way as Amberley Boston will release work to its Lealand Way factory, also in Boston, as well as for sites in Spalding and Cramlington. Coveris already has a design and prepress studio along with MacDermid platemaking on the site and a recycling centre to create a packing for the future hub.

Amberley has an established reputation with luxury brands,” says a spokesman for Coveris. “This is an extension of Amberley for positive growth and expansion where we see an opportunity for growth.”

The demand from this sector has remained strong during the lockdown, loss of trade from Duty Free outlets being balanced by growth from online retail.

Coveris may follow on from investment in luxury labels with a complementary move in cartons, especially as customers buying labels will be buying other forms of packaging. Currently the company’s carton division is focused on sleeves for convenience foods, itself a growing sector of the market.

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The Amberley name is being chosen as the brand for Coveris to expand in the luxury packaging market, particularly in cosmetics and beer, wine and spririts sectors. A second Amberley site is opening in Boston with a £3.5 million investment.

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