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DS Smith revamp targets supply cycle

DS Smith has reorganised its packaging, paper, plastics and recycling businesses into one new unified corporate identity with a new-look brand.

DS Smith new logo 2013

Rather than focusing on supply chains, DS Smith says it is extending its commitment to zero waste by targeting supply cycles.

The company says the emphasis is on how materials are used and reused as efficiently as possible under a ‘Power of Less’ mantra. It has re-launched the company website:

The move comes 18 months after DS Smith acquired Swedish rival SCA Packaging, making it the largest integrated paper and packaging company in the UK and the second largest packaging company in Europe.

Group chief executive Miles Roberts said: “We are now able to offer a much wider product and service portfolio and operate on a much larger scale as a strategic partner with cross-industry expertise, while at the same time continuing to offer our customers a local, personal service.

“Bringing together our packaging, paper, plastics and recycling operations together means we can offer customers a complete service from design and production right through to supply and recycling.”

Peter McGuinness DS Smith

Peter McGuinness, left, chief executive of DS Smith Recycling Division, said: “We are building on our cross business expertise and our joined up supply cycle thinking removes the complexity out of traditional supply chains and lightens the load of our customers.”

DS Smith is a multinational group employing more than 20,000 people with revenue exceeding £3.7bn.

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