Traditionally rooted in industrial supply, ABSTO is shifting gears. ‘We’ve made significant inroads into the retail packaging space,’ Craig explains. ‘Historically, we supplied tapes directly to end users in industrial settings. But now, with our Altezze brand gaining market traction, demand is growing in the retail channel – and we’re expanding fast to meet that.’
The Altezze brand is quickly becoming a household name for those in the know – synonymous with consistency, top-tier materials and a customer-first ethos. But Craig doesn’t just attribute its success to quality alone. ‘It’s about delivering a superior experience. We don’t just sell tape – we build trust. That’s what’s driven recognition and loyalty in a crowded market.’
To keep up with rising demand from major retailers, ABSTO has invested in two high-output rewind slitting machines from Taiwan – sophisticated systems designed to slit and heat-seal retail rolls with high precision. ‘This upgrade has dramatically boosted our capacity,’ Craig notes. ‘It means we can now supply several major retailers without bottlenecks – a game changer for our retail growth strategy.’
Yet, expansion doesn’t come without challenges. ‘Retail brings with it high minimum order quantities and a new set of cost considerations,’ he adds. ‘Packaging alone can sometimes outweigh the cost of the product. And then there’s the push for sustainability. How do we reduce packaging waste while maintaining shelf appeal? These are the tightropes we walk daily.’
Sustainability isn’t a corporate buzzword at ABSTO – it’s a directive. The company’s recent launch of water-activated paper tape, or gum tape, is a compelling case in point. ‘We’ve invested in machinery to convert, print and cut gum tape in-house,’ Craig reveals. ‘It’s a 100% recyclable, paper-based solution that’s gaining serious traction among e-commerce brands looking to green their packaging.’
While gum tape requires specialist dispensers and comes at a higher price point, Craig insists the long-term benefits are evident. ‘Yes, there’s an upfront investment, but the environmental payoff – and the brand value it adds for our customers – make it worthwhile. The uptake has been strong and it’s become a vital part of our offering.’
Diversification continues to be a pillar of ABSTO’s growth story. Beyond tapes, the company has entered the dye-sublimation printing market with its EcoJet line of transfer papers – designed for use across fashion textiles, signage and home décor. ‘EcoJet is built for performance – high-speed printing, bold colour transfer, minimal bleed,’ Craig explains. ‘And we’ve ensured it’s available in responsibly sourced, FSC®-, SFI®- and PEFC®-certified grades. Again, it’s about marrying performance with planet-friendly credentials.’
Between Altezze for retail, gum tape for e-commerce and EcoJet for print, ABSTO is shaping a well-rounded portfolio. ‘It’s all part of becoming a one-stop tape and adhesive solution for Africa,’ Craig says. ‘Our goal isn’t just to dominate the local market – we want to be the name across the continent.’
That ambition is already taking shape. ABSTO has seen solid uptake in export markets such as Namibia, Botswana, Kenya and Mauritius, building its presence in sub-Saharan Africa. ‘We’re being recognised. Our brand is travelling well, and we’re scaling to meet that demand,’ Craig affirms.
With bold moves into new markets, a growing commitment to sustainability and a robust product portfolio, ABSTO is far more than a tape company. It’s a partner, a problem-solver and a force for forward-thinking adhesive innovation on the African continent.
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