Wrap Film Systems
Manufacturer of specialist film and aluminium foil
Contributing Sustainable Development Goals
Background
Our investment partnership with Wrap Film Systems began in October 2007. Being one of the largest film and aluminium foil converters in Europe, they manufacture a range of innovative dispensing products for use in the catering, hospitality and retail sectors.
Through hands on strategic support from our lead Operational Partner and GCP network we supported a growth strategy to move the focus from being a converter of film and foil products, to being a leading European branded solutions provider for the storage and preparation of food to the retail consumer in the home, and the food service industry out of home.
The Company’s brands, Bacofoil and Wrapmaster, could demonstrate, proven, consumer noticeable, superior product quality and the execution of this strategy led to a highly successful outcome through a trade sale to an international buyer.
Strategic Clarity
Business Shape
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Strategy - By introducing our lead Operating Partner we helped management review the strategic positioning of the business and the tools required to achieve any subsequent strategic aims
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International Expansion - International expansion was supported through investment in European food service exports
Proposition
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Product Strategy - This included a relaunch of the Bacofoil brand which was designed to modernise a well-established range of products; to satisfy consumer wants and needs, and to prove that building the Bacofoil brand awareness would result in a significant growth in sales of higher margin branded products
Accelerating Growth
Commercial
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Strategic Marketing - The GCP growth network was used to introduce senior retail experience, market research expertise, an award winning branded design agency, and a brand strategy consultant to help design and guide marketing plans
- Leveraging the GCP growth network we helped to develop the retail growth strategy which involved the companies first TV advertising campaign which was launched in October 2013
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M&A - We played a key role in identifying and executing the strategic bolt-on acquisition of BacoFoil in order to help drive sales in the retail sector
Platform for Success
Leadership
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Operating Systems - Significant investment was supported in new capital equipment to modernise manufacturing processes and increase manufacturing throughput and labour efficiencies
- We supported the sourcing and implementation of a new IT operating system to improve processes and management of the business
Delivering the Best Outcome
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High-Quality Delivery - Equity participation and management incentive programmes were introduced and tailored to ensure alignment with the long-term strategic goals of the business
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Maximising Value Through Process - As a prime example of flexible patient capital, significant further investment was enabled to fund a second bolt-on acquisition which allowed the business to enter a new adjacent market sector (hair foil) and further capital expenditure committed to develop new patented products for the retail sector