Outlook Group rebuilt in packaging

In 2011, direct mail accounted for a high percent of sales for Outlook Group, based in Neenah, Wisconsin. The rapid acceptance and ubiquitous use of smart mobile devices obsoleted the majority of its direct mail work over a period of several years. Orders plummeted, and the direct mail portion of the printing and converting business lost more than 20 million USD in annual revenue without ever losing a customer.

Outlook Group sustained the deficit and today boasts greater than 60 million USD in annual sales, regaining much of what was lost. In the last fiscal year the business grew by 22 percent. The company has been rebuilt by producing labels, contract packaging, flexible packaging and paperboard constructions for select market sectors looking to add value through packaging innovation

Says Kevin Hayes, executive vice president at Outlook Group, ‘While the first eighteen months were very difficult, it sure has been fun to work our way back, and we feel rather good about the turnaround. Losing the direct mail business has made it easier to focus on where there is packaging growth.’