When managing director Mervyn Genende founded Reel Papers in February 2017 – after 25 years of building Labelcote before its eventual sale – he had a clear vision: to create his own business rooted in strong relationships, impeccable customer service and an ability to adapt to the evolving needs of the narrow web label printing industry.
Eight years later, the company has grown into a formidable supplier of self-adhesive papers and films. Its product portfolio boasts an extensive range of hotmelt and acrylic adhesives, customised laminate services and various PP tags and board materials. All products are meticulously warehoused and slit to customer specification.
The inauguration of Cape Town operations in March marks a significant milestone in the business’s growth trajectory. The company invested a sizable sum of money into establishing a fully-fledged operation, complete with a dedicated building, comprehensive stock and state-of-the-art slitting machine. This move not only broadens its geographical footprint but also enhances the capacity to serve customers across the southern African region.
‘The business has grown beyond what one person can handle,’ Mervyn admits. ‘With the increasing complexity of growing a business, it became clear that we needed to strengthen our team. That’s why Ian Saunders (CA.SA) joined us three years ago as group director of finance and administration. He’s an integral part of our succession plan, ensuring we have a solid foundation for the future.’
‘We don’t operate like a corporate,’ Mervyn explains. ‘There are no rigid cut-off times, no layers of bureaucracy. When a customer calls, they’re speaking to someone who can immediately answer their questions. If they need a delivery at 2am on a Sunday, we make it happen. That’s what sets us apart.’
This customer-first philosophy has been the backbone of Reel Papers’ success. With warehouses stocked with finished goods and slitting machines capable of handling widths of up to 1.5m, the company ensures that customers receive precisely what they need, when they need it.
Beyond its operations, Reel Papers is a family business in the truest sense. Many employees have been with the company since its inception, and some families span multiple generations within its workforce. ‘Lawrence Coutinho, our operations manager, has his father as our maintenance manager and his son Kyle is now the branch manager in Cape Town,’ Mervyn notes. ‘That’s three generations working together, and that’s what Reel Papers is all about – continuity, trust and a shared commitment to excellence.’
The company’s competitive edge lies in its flexibility and unwavering commitment to customer service.”
Looking ahead, Reel Papers is planning its next move. As printing technology evolves, more printers are investing in presses capable of handling multiple materials – self-adhesive labels, shrink-wrap, wraparounds and unsupported films – all in one machine. To stay ahead, Reel Papers is gearing up to expand into unsupported films in the near future.
‘We’ve built long-standing relationships with our suppliers, some going back 30 years,’ Mervyn says. ‘The materials we bring in are fine-tuned to perform in African conditions. We’ve also pushed our international suppliers to go the green route – because today, you have to tick all the boxes: reduce, reuse, recycle. We’re FSC certified, EPR compliant and constantly looking for ways to shrink our carbon footprint. Our Gauteng plant is 80% off the grid during daylight hours,’ Mervyn adds.
As Reel Papers marks its eighth anniversary, its trajectory is a testament to the power of adaptability, service and strong personal relationships. With a firm foothold in both Gauteng and the Western Cape, a dedicated team and an eye on the future, the company is well-positioned for continued growth.
‘In the end, it all comes down to one thing,’ Mervyn reflects. ‘If you need it, we’ll get it to you. No fuss, no frills – just a commitment to doing business the right way.’
