Easyfairs acquires majority stake in Milan-based Packaging Première exhibition

Packaging Première is a ‘selective’ exhibition dedicated to designers, luxury packaging manufacturers and international brands, held in the heart of Milan, the Italian hub of fashion and design and home to the headquarters of many of the world’s leading luxury brands. It has grown exponentially since its launch in 2017, with the third edition in 2019 boasting 242 exhibitors, 13,000 square metres and 6,700 visitors, and focuses on packaging for fashion & accessories, cosmetics, wines & spirits, fine foods and other luxury goods.

The Easyfairs UK & Global team will work in partnership with Packaging Première’s existing management team, which retains a stake in the event, and maintain the team in Italy to work alongside Easyfairs’ wider packaging team in London to share expertise and competences to continue the exhibition’s already impressive growth.

This becomes the 31st annual event in Easyfairs’ growing packaging portfolio and follows other major acquisitions in recent years including ADF&PCD and the Pentawards. Easyfairs’ existing global portfolio of packaging events runs across Europe and North America, with brands including Packaging Innovations, Luxury Packaging, Label&Print, Empack, ADF (Aerosol Dispensing Forum), PCD (Packaging of Perfume, Cosmetics & Design), PLD (Packaging of Premium & Luxury Drinks) and Pentawards.

The acquisition marks Easyfairs’ first significant presence in the Italian market, which is a key territory for the luxury packaging market, complementing the ADF&PCD and PLD events in Paris, ADF&PCD in New York and the Luxury Packaging exhibition in London. The partnership will also enable further growth in Italy as a focus region for the international exhibitor organiser.

Matt Benyon, CEO of Easyfairs UK & Global, commented: “We are absolutely delighted to bring this impressive event into our growing packaging portfolio; the quality of the exhibition and the market in which it operates has absolute synergy with the shows we run across Europe and represents the same values. We have a strong reputation already across the global packaging market, especially in Europe, and this helps us build that reputation further into Italy and will provide a springboard for other events and launches in this region. I am very much looking forward to working closely with the Packaging Première team to share best practices and develop this great event further.”

The Founder of Packaging Première Pier Paolo Ponchia will remain directly involved with the event, on both strategic direction and implementation of that strategy; he stated: “I am very proud of what we have already achieved with this event, it is a special community with which I am delighted to be closely involved. The partnership with Easyfairs will enable us to take the show to the next level, by benefiting from a wider infrastructure and global network of events. I am very excited about the future of this collaboration!”