Envelopes firm aims to increase its market share

Jul 23 2008 by Chris Knox, The Journal

AN envelope manufacturer believes it is well placed to ride the stormy economic waters after changing its name and re-focusing the business.

Washington-based Encore Envelopes has changed its name from Encore Washington as it looks to increase its market share in the North East.

Although the firm does 10% of its work for North East companies such as Reed Print and Design and global computer services firm EDS, its managing director Russell Croisdale admits that it should have a much bigger presence in the region.

He said: “Although we have a strong reputation in the region for quality and speed of service, it’s true to say that we haven’t got as many North East customers as we would like. That’s part of the thinking behind the name change. We wanted to be more direct with our potential customers and let them know exactly what we’re about.” The firm now believes it can increase its £27m turnover by £2m by the end of the year after investing in new equipment and adding five new employees to its 280-strong workforce.

Although he has his concerns about the credit crunch, Mr Croisdale has high hopes of the future.

He said: “There are a lot fewer companies investing in direct mail marketing campaigns, which is an area which we specialise in. So we have certainly noticed the credit crunch.

“However, we are targeted at a wider market share and are ready for the big push forward. We have some very committed workers and expect to continue our growth over the next few years.”

It is now looking to increase the number of envelopes it prints per year, which currently stands at 2.5bn, following the creation of a new website and a marketing campaign.

The company, which specialises in the bulk production of envelopes for customers including Royal Bank of Scotland and the Inland Revenue and Employment Service, concluded a lengthy management buyout (MBO) last year, which saw Mr Croisdale head a team to purchase Encore Washington, and its York-based sister company Encore Direct.

“There is the argument that paper based businesses like ourselves have an ever-decreasing shelf-life, with more companies reaching their customers through the internet,” Mr Croisdale said.

“However, there is still a place for direct mail and postage. We look forward to continuing our success.”