The way to preach to the non-converted, they mused, was to demonstrate the transition from a label mindset to a shrink sleeve awakening. Striking graphics, eye-popping technicolour and wraparound impact should revolutionise retail shelves, they reasoned.
Ironically though, with a new investment recently commissioned after a far longer process than they would have liked, the pair are right back where things started – printing of good old-fashioned labels (read more on the foldout cover).
‘We’ve come full circle,’ Daniel confirms. ‘It’s been a winding road, often exhilarating, sometimes distressing, but always hopeful.’
And, even though the company is rediscovering its roots, it’s with a sense of great comfort, as a decade of dedicated slog and beyond-the-labelled-box thinking has created an ISW that is so far removed from the newbie on the block of 2011 that labels are now another satisfying component to a uniquely-structured portfolio.
ISW remains one of very few companies in the country that have mastered the art of printing wide on a narrow-web flexo press. It regularly produces shrink sleeves of up to 575mm in width on machines not originally intended for them.
The journey the duo speaks of traversed setbacks that would have forced less-determined individuals to pack up and go home for good.
Most soul-destroying was the flood of November 2016 that forced the partners to watch as their life’s work floated down the Eastleigh spruit behind their Edenvale premises. ‘If the universe had given me an option to be swallowed up, I would have ticked the box without hesitation,’ recalls Daniel.
‘The successful rebuild of ISW was due largely to the support of our families, loyal customers who had the patience to stick and work with us through this period and the generosity of our peers and competitors, who were willing to assist us to fill orders at the height of peak season. Some were part of our 24-year industry journey, without them printing for us, and helping us to honour all our customers’ orders this could be a very different story, perhaps even no story at all.’
Today, there is a very happy story, including entire store shelves that are a testament to the innovative approach adopted by the pair all those years ago. Which shelves these are, Daniel will not let on. ‘I keep things pretty close to my chest,’ he insists.
But we don’t press too hard, as clearly, whatever Daniel and Gareth are doing is working like a charm and what is the good of a secret recipe if everyone can bake it.
Although the ISW building still has plenty of wiggle room, they don’t want to grow to the point where customers don’t feel as though they are receiving the hallmark personal service they’ve enjoyed for a decade.
But, he adds with an impish twinkle in the eye, there is a particular market that is looking rather attractive right now. And to twist the words of Fergie, a little diversification party never killed nobody.
Suffice it to say, ISW can produce 500 to 50 000 sleeves at the flick of an MPS switch, breathe new life into a staid product in an instant and spot a sleeve opportunity from a shopping centre parking lot. Gratitude remains a constant. ‘Any difficulties have been overcome through others’ generosity and support. The flood, although the worst of times, showed Gareth and me the importance of being grateful and that’s what drives us to this day.
‘Our sincere thanks go to everyone who has been part of our story to date – all our mentors, partners and friends, we thank you sincerely for the camaraderie.’
Click here to read in the E-mag.
Two peas in a POD market
They may well be the Darby and Joan of the printing world. Daniel Hanson and Gareth Ketley have known each other since they were nine. They later attended Edenglen High together, Gareth matriculating in 1997, a year after Daniel was expelled for transgressions he says ‘will take up too much space to detail’.
Both found a perfect career start with Brian Hawken – later to become Daniel’s father-in-law – at Crown Labels. There they cut their technical teeth on a six-colour Aquaflex. ‘It had five infrared drying stations and a UV station, and was quite the flexo press in its day,’ Daniel remembers.
The buddies soon graduated from appies to operators and when Brian sold the company, they moved around with the Aquaflex to various companies before parting ways around 2000. ‘We both tried our hands at other ventures, from the steel industry to IMAX theatres, but having only printing experience, all roads – and offers – led back to the pressroom,’ Daniel explains.
Scrubbing down presses to buying them
‘There we spent several years following different paths and disciplines in the industry until sometime in 2010 when the Thomas family made the generous offer to go into partnership and open a packaging company to complement its existing label offering. ‘There really wasn’t much to consider. We jumped at the chance and within months were off to the UK to view a turnkey operation that Kevin Thomas had discovered was for sale. It proved a great buy and ISW was on its way.’
However, the flood of 2016, which completely wiped out the production facility, was a pivotal moment in everyone’s life. Ultimately, it was the end of the partnership with the Thomas family, both companies having to rebuild from scratch, thus deciding to part ways to focus on their respective concerns.
After more than 30 years of friendship, Daniel and Gareth both still have the catalogues of jobs they printed, listing all aniloxes and print orders for each job. ‘It’s quite rewarding to flick through these and reminisce about where we have come from,’ Daniel maintains.
The partnership is clearly a winning one and it’s partly due, he adds, to the two not getting in each other’s way. ‘We have different skill sets – Gareth handles production and I handle things in the office. But when our skills get together, they gel.
‘Above all, though, there is mutual respect. This is not to say that we don’t disagree, but in all the years we’ve worked together, we’ve never had an argument that wasn’t fixed over a beer.’
Click here to read in the E-mag.
