I visited Premier Paper’s Display Graphics’ main distribution centre in Wellingborough to meet the team and learn more about the company.
Premier Paper hit the industry hard in 2019 when it stole the show at Sign & Digital UK with a stand that many will still remember. They had just been acquired by OVOL, making them part of the world’s largest specialist paper supplier, and they wanted to make a big statement at the show.
Their stand was like nothing seen before. With a unique ‘Movie Premiere’ theme, they brought iconic imagery from famous films to life, complete with lookalike actors and stand members dressed up. I recall talking to Group Marketing Director Dave Jones in the mouth of a giant shark.
After Covid, they were back at the shows with more exciting themes, including Back to the Future, Star Wars and 007. Marketing manager Brad Goldsmith explains the thinking, “While Premier itself is a huge company in a range of markets and industries, we were relatively new to the sign and graphics industry. We wanted to use the trade shows to make a strong and bold statement that we are here, we have substance, and we have every intention of being a market leader.”
The Premier way
Premier Paper has 14 locations across the country. Display Graphics is primarily based in the new 45,000sqft distribution centre in Wellingborough, but stock is also held and distributed from other centres in Dartford, Glasgow and Haydock.
Brad West, Director of Wide Format Media (UK & Ireland) at Premier Paper, says, “Compared to other companies in this sector, we arrived a bit later, so we knew we had to do things differently. Ultimately, we are all selling similar products, but we have some unique selling points that have allowed us to become one of the leading players quickly.”
Those USPs are investments in infrastructure, people, and vehicles. “Despite ongoing external pressures, we have continually built on our strengths, we have invested in warehousing, modern equipment, and our logistics capabilities,” adds Brad.
“After our eye-catching launch at Sign & Digital in 2019, and following the pandemic, we have grown year on year. We have brought together market-leading expertise in display materials and wide-format media and have experienced and knowledgeable account managers nationwide. We have also focused on building strong supplier partnerships with leading companies like Contra Vision, Dufaylite and most recently, Drytac.”
Success through investment
Steve Jones, Premier Paper’s Director of Display Sheets and Thermoplastics (UK & Ireland), adds, “When we look at some of the companies that have been in this industry for 30 years and more, we are already on par or ahead of many. We have had fantastic growth over recent years thanks to smart investment, solid procedures and great people.”
The bespoke delivery vehicles are a great example of how Premier’s innovative approach to investment has brought positive results. Steve explains, “Premier has a huge fleet of vehicles delivering nationwide. We have adapted these vehicles by adding a false floor to separate paper products from our Display Graphics media effectively. It’s a simple idea, but an important investment that enables us to ensure the best possible service is provided to our customers.”
He continues, “We have invested considerably in conversion equipment, including a new wall saw, guillotine, roll cutter and table saw. We have also focused on our people, providing extensive training and developing procedures to deliver for our customers at the highest possible standard.”
Steve is a firm believer in doing things correctly. “Sometimes it’s the little things that can cause an issue that means a customer doesn’t get the product or service they expect. For example, stepping on a palletised customer order in the warehouse may seem harmless, but leaving a dirty footprint creates the wrong impression when the pallet arrives at the customer as well as potentially causing unnecessary and unavoidable damage to the material. In a market that is all about the image, attention to detail is critical and is, I believe, a large part of why we have quickly become one of the market leaders.”
Best brands for a broad audience
Premier works with a carefully selected group of media manufacturers to ensure broad coverage for its customers. Brad explains, “We work with commercial printers with a huge range of wide format and flat sheet requirements. We also support public sector organisations, traditional display printers, exhibition manufacturers and sign-makers. This means we need a supply of products from various manufacturers to cover all these sectors and their requirements.”
He adds, “Our supplier relationships are critical. We work very closely with them to ensure we are marketing and selling their products in the best way possible. We must ensure they meet customer requirements for quality, reliability, availability, and timely delivery. Our customers expect this from us, and we do this in partnership with our suppliers.”
Industry support and sustainability
Premier Paper Display Graphics has taken an active role in the development of the industry. “We have joined some key industry associations, including the IPIA, BSGA, POPAI, BPIF and FESPA UK. These groups are doing great work to promote their industries, and we want to do all we can to support them. We actively participate in their events and initiatives and are always keen to help wherever possible.”
He adds, “Many environmental initiatives and a responsible commercial approach to sustainability issues are at the heart of our continuous improvement programme. We have approved Environmental Management Systems, including ISO9001, 14001 and UKAS. We also promote sustainable sourcing through accreditation with PEFC and the FSC, and we are running a Carbon Capture environmental initiative.”
Through the Carbon Capture programme, Premier has donated £1.5m to the Woodland Trust, resulting in 400,000 trees being planted and 85,000 tons of CO2 captured. “As a group, we have also supported around 8,000 charities, donating over £180,000, including £20,000 per year in goods and services to breast cancer charities,” he says.
Additionally, Premier Paper recently joined forces with FESPA UK and their innovative approach to sustainability. FESPA UK’s new program was developed in response to the pressing need for sustainable waste management practices and has already diverted tonnes of waste from landfills. The initiative helps customers manage their waste, increase recycling rates, and consequently achieve significant cost savings. The scheme allows customers to effectively reanalyse and optimise their waste systems by providing comprehensive guidance and support.
Brad concludes, “We are very proud of what we have achieved here over a relatively short time. We are now broadly recognised as a leading display media supplier and continue growing rapidly. We have done this by building a fantastic team of people and developing our infrastructure and procedures. These allow us to stock a wide range of top-quality, reliable products and ensure they are delivered and available when and where our customers want them.”
