Avery opens European design center for apparel industry

Avery Dennison’s Retail Branding and Information Solutions (RBIS) group opened its first Europe-based customer design and innovation center for the apparel industry last week (March 14). The center provides a location for retailers, brands and manufacturers to experience the entire brand process through a simulated global supply chain, complete with its own brand ‘UNITI’. Karen Whittingham, marketing communications manager, said: ‘It brings all of our solutions into one place and we are all really excited about it.’

Shawn Neville, group vice president of RBIS, and the Mayor of Sprockhövel, Dr Klaus Walterscheidt, opened the ‘UNITI’ brand’s store at the center. In a departure from tradition, the ribbon was ‘cut’ using RFID technology inserted into the material. Detlef Merken, promoter of trade and industry to the Mayor’s office, was also present. The official opening also marked Avery Dennison’s own rebranding, with ‘Solutions’ replacing ‘Services’ in the group’s title.

The site in Sprockhövel, Germany, was previously used as a manufacturing center, allowing the company to benefit from a ready-built knowledge base. Avery hopes the center will work as a hub for the German sales team. It has enhanced capabilities in design, high definition graphic embellishments, sustainable packaging, as well as RFID-enabled inventory and loss prevention technology. It also provides space for Avery to find new ways to build on investments in material science, high speed digital printing and information technology.

Neville said the center is an important step in how Avery serves its customers. One third of its total revenue worldwide comes from the European market, which is viewed by RBIS as a trend setter.

The center was designed with creativity in mind, said Shawn Neville. The design room, where the customer's ‘journey’ begins is painted white, furnished with comfortable sofas and cosy rugs, to inspire brands.

Avery wants to encourage the apparel world to switch to sustainable packaging and help brands to understand the impact of their packaging choices. Neville commented: ‘Sustainable packaging is a powerful product differentiator.’ The new GreenPrint process will allow brands to measure the environmental impact of the materials they select and see how it elevates the brand.

Consumers are demanding greener products and Avery aims to offer solutions. Dean Stander, vice president and general manager, global communication, commented: 'The label is the mechanism for carrying the brand.’ Recycled materials are being used to develop the labels for customers, promoting the brand as environmentally friendly. Other packaging innovations include flexible fasteners, excluding the need for adhesives and cardboard embellished sleeves.

Pictured: (From L-R) Shawn Neville, group vice president of RBIS, and Dr Klaus Walterscheidt, Mayor of Sprockhövel, scan the RFID ribbon 

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