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Metapack unveils new targets for more sustainable luxury products

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Supported by just a few China-based partner-manufacturers, Annette Der Minassian, Isaure de La Noue and Vahé Der Minassian based Metapack in August 1998 as an organization specialised in promotional objects. “Initially, we mainly aimed to offer made-in-China, Zamak-based specialized promotional items, but we soon started to work for the perfume industry, with a first perfume cap made from Zamak for Rochas. Then, we made the brass strip of the Chance fragrance by Chanel, for whom we have become a referenced supplier”, says Isaure de La Noue.

The co-founder and Gross sales Director explains this quick transfer in direction of the luxurious business by the shut, devoted relationship they constructed with their fastidiously chosen Chinese language companions.

A sturdy partnership base

We wanted to work hand in hand with the plants in China. We formed a team there, composed of engineers, quality managers, and logisticians. We trained them to the processes our customers expected, and we helped them with capacity investments, whenever it was needed. We are not traders. We have always worked with a robust industrial base to be able to offer the best technical and economic solution, which should also be viable, production-wise”, she says.

Now, Metapack works with a community of 4 crops specialised in Zamak injection, sprucing and plating, and often upgraded to adjust to environmental requirements.

However the firm additionally adapts to the altering demand: new manufacturing avenues have been targeted on Europe, with Zamak-specialized crops in Italy, particularly for manufacturers wishing to place ahead a made-in-Europe declare.

A sustainable materials

If Metapack developed varied specialisms through the years, including totally different metals like brass, metal, aluminium, and processes together with leather-based casing, Zamak stays its flagship materials. “Zamak has become very popular over the past 25 years. It provides a luxury touch with its weight and cold feel. It can also be moulded like plastic, and it creates complex shapes. It can be plated, lacquered… Also, it is a material that can definitely find its own place in a sustainable project”, says Isaure de La Noue.

The specialist truly promotes Zamak’s circularity, as a result of it may be recycled, like aluminium – offered it’s sorted out.

It is our hobby horse, in a way. We worked with Veolia and Derichebourg to check its recyclability on site. And it is easy to sort out: we actually tracked our products and got a potential recycling rate of 90%. Plus, it is definitely adapted to refill and luxury projects. It helps create beautiful objects that can be kept for years, like the powder compact made forLa Bouche Rouge, or our latest Fara Homidi launch”, she provides.

Pushed by its momentum, Metapack now goals to pursue its improvement within the fragrance business, which already accounts for 75% of its turnover, whereas exploring new territories, together with residence and spirits. The corporate made a set comprising a snuffer and a wick trimmer made out of Zamak for Jo Malone, in addition to candle-related equipment for Diptyque.

Lastly, to assist its Parisian groups on the firm’s headquarters and its Hong Kong collaborators, Metapack has been contemplating reopening the NYC workplaces that had been closed throughout the pandemic. This may very well be finished within the months to come back.

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