(Fürth). Notwithstanding current regulations and the cultural discussion as to whether it makes sense to package things in an elegant shining cover, this question concerning appearance was answered in the affirmative centuries ago: From time immemorial people have added an “elegant appearance” to things they cherish. Thus, for the Wickels company which was founded in 1902 in Fürth, this is not just a “raison d’etre”, but also the basis for increasing success in the international consumer goods market which is growing more demanding by the day.

“The art of finishing paper” sums up the traditional corporate commitment of Wickels Papierveredelungs-Werke Buntpapierfabrik GmbH for over 100 years. Initially founded as “metal paper mills” and located at different sites in Fürth as well as in Ivry, France, high-grade paper coatings were developed in the initial period and the subsequent years.

The company’s founder, Fritz C. Wickel, had the bronzing of chocolate papers patented in 1902 and undersold the tin foil price by half with his procedure.  This technical coup was the successful launch of the company’s history. Fritz Tscheike then joined the small company in 1907 as managing director and co-owner; his son Arthur took over control of the company in 1926.

Today, its owner Dagmar Fischer-Tscheike manages it as a paper finishing factory; Dr. Marcus Vogler was appointed as CEO in June 2009 as part of succession planning.

Two main business areas covered

Today, the main business areas employing about 50 employees include the finishing of aluminium, paper and cardboard materials, lamination against carrier substrates as well as their embossing including further processing.

Here Wickels collaborates with numerous domestic and international suppliers: lacquers and machinery comes from Germany; paper, pigments and aluminium foils come from all over Europe and, in some cases, from the USA all the way to Fürth.

Highly sensitive elements are merged in Fürth with such a variety of combinations and surface structures making this, as Dr. Vogler explains, “Wickels unique selling point”.

According to Ralph Schlotter, Head of Sales, the company can “adjust virtually all the colours of the pantone colour spectrum. What is more, we make full-surface embossing and only have a few competitors in Germany and Europe”.

The IHK training company prints or coats different materials in flexo or gravure printing on 8,500 sqm of premises: Aluminium foils, different paper types, cardboard, polyester foils and very thin transparent qualities (trade name “Algamyn”) – they are then assigned to their respective product group according to the condition and degree of further processing.

Of course, the environmental impact is taken into account: At the end of the 1980’s, the company was one of the first in the country to change over to a water-based, environmentally-friendly dispersion varnish and adhesive, 95% of production is carried out in this way today.

Market growing more demanding

Half of the products are exported, 80% of these enter the European market. However, Europe as well as Asia and the Middle East is proving to be increasingly demanding, as Dr. Marcus Volger confirms: “Product differentiation is becoming increasingly important; the emotion-based consumer goods market is increasingly demanding new versions and colours associated with differentiated haptic “experiences” .

Apparently, the laminating of (cloth) fabric is currently in vogue; and new decors or embossed finishes must be constantly developed to meet the needs of the perfume, chocolate, packaging or gift-wrap paper sectors. Ralph Schlotter on the increase in demand: “Each year we launch at least two new collections which we also exhibit at the largest trade fairs”. Furthermore, the aim us to tap into new sectors; the last “coup” in this regard was the production of high-grade wallpaper for the luxury goods market.

All the same: We have lost most of our competitors in the paper finishing industry. And this has occurred although some of the technologies used for high-grade finishing are already quite outdated and market or consumer pressure, economic crises and the increase in environmental specifications have ensured that the production of well designed and embossed paper has been increasingly placed in the hands of specialists.

“Considerations such as sensitivity of the paper surfaces, scratch resistance, a high surface evenness and, last but not least, the transportability of products are all important”, adds Schlotter, “not everyone can guarantee that”.

The initial discussion as to whether emotional consumer goods should also be finished is, therefore, not of concern to Wickels CEO Marcus Vogler: “We believe that the embellishment of products is also a cultural service which should be honoured. Since there is strict compliance with environmental specifications and ecological sustainability is always to the forefront, we and our customers are pleased about that “elegant appearance” which continues to promote sales with such wonderful effectiveness.  •

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