Coffret manufacturer Alliora is back in French hands after a consortium of investors purchased the beauty supplier from GPack late last year. Packaging industry veteran Antoine Bruno, Alliora’s new CEO and also part owner, aims to steer the company back to profitability.
Acquired by Italian group GPack in November 2017 and placed in receivership in July 2020, Brittany-based coffret supplier Alliora has seen its share of ups and downs over the last three years. “While GPack made significant investments in machinery, there were some industrial and human resources decisions that were perhaps less sound. In our business it’s essential to be able to forecast production over time in order to grow at the right speed. I see this as the way forward for Alliora,” comments Antoine Bruno, who took over as CEO in early December 2020.
Alliora is now under joint ownership: investment firms Alian Industries and GMHC own 49% and 20% respectively, while Antoine Bruno controls 20% of the capital. Other minority investors include printer Point 44 and design agency Créaset.
“Our objective is to reach sales of €10m in three years, and we’ll get there by taking a measured, step by step approach. Priority investments for 2021 will be centered on co-packing processes,” Bruno explains. Armed with “high-quality” industrial equipment and experienced staff — some of which have been with the company for more than 20 years — he says that “it’s now time to build up Alliora’s client portfolio.”
Diversifying its markets, historically dependent on the fragrance and cosmetics sector, is a pillar of this strategy: “Our goal is to re-enter the wine and spirits segment, namely champagne, where the company was present a number of years ago. Other markets, including accessories, are another focus.”
Local production is another key component of Alliora’s future development. “CSR isn’t just about using bio-sourced materials, which is an avenue we are actively exploring, but also about producing closer to market. We have a significant advantage over some of our competitors in that area as along with our printing and design partners, we’ll be able offer products that are close to 100% made in France,” notes Bruno.
In terms of its industrial footprint, Alliora operates a 6,000m2 factory in Fougères, Brittany (its first site, originally dedicated to shoe box production) with a staff of 35; 11 employees were let go since the acquisition. The production site has a capacity of 15 million coffrets per year.