Reflex Labels is set to accelerate its growth within the UK packaging market this month, with the formation of its latest division, Reflex Dynamic Sleeves (RDS).

RDS will bring a new dynamic to the manufacture of shrink sleeves for primary packaging, by offering both UV and solvent-based flexo, with the ability to do both short and very large runs. 

Managing Director, Ian Kendall, said: "RDS has been set up to reduce minimum order quantities and increase speed to market. Shrink sleeves have long been the first choice of marketing departments, but the comparatively high prices often cause the purchasing team to put the breaks on. 

"Price increases for self adhesive label stock over the last two years have created a swing in favour of shrink sleeves, as opposed to labels.  RDS will make shrink sleeving even more accessible to UK brand owners, by taking away barriers such as high minimum order quantities and long lead times."

The introduction of RDS will allow companies to test the waters, engage with this highly desirable packaging medium, and to benefit from the unique attributes, such as 360 degree decoration, that make shrink sleeves one of the fastest growing primary packaging formats in the world.

Ian added: "We have been supplying shrink sleeves for some time, watching the market demands steadily grow in the UK and observing how the existing suppliers react to those demands. This product is not new - it was invented in Japan in the 1950's - but we have made it newly accessible.

"Dynamic factors such as rising raw material prices for other packaging formats are a part of it, but really what is driving the marketing and design sector's desire, is how good this product is. The sheer force of impact you can achieve with a shrink sleeved product, how much better your product can look on the shelf than its labelled neighbour." 

Considered to be one of the most sustainable packaging companies in the UK, Reflex will be working closely with The Greenhouse reprographics and artwork agency, who specialise in adapting designs for packaging application; and utilising the Reflex Innovation Centre. This means that they can offer a full flight test and NPD service. From 3D rendering, through to production, every step of the way has been paved by experienced, skilled and well-equipped people.

"The Greenhouse's specialist software shows us how the sleeve will behave during shrinking, allowing us to accommodate for the warp that inevitably occurs. It also gives us (and our customers) the ability to create 3D films and presentations to pitch concepts and discuss ideas with their team and their clients."

Ian continued: "This is an exciting part of our commitment to expand our services into complimentary markets by delivering service, stability, quality, speed to market and cost efficiency to a potential shrink sleeve consumer."