Belgium-based Creaplan Group is taking another major step in its European expansion strategy. Following the thorough redesign of its shareholder structure this spring, the innovative design company aims to further conquer Europe. The acquisition of Skyline Whitespace, the British market leader in premium stand construction, fits perfectly into this picture.
Creaplan celebrated its 30th anniversary this year. The primary activity is premium stand building, in addition to that the company is active in the corporate interior segment and from its Dutch subsidiary For Live it facilitates the corporate and sports events. “Everything we do falls under the umbrella of experiential marketing, from exhibition stands to interiors to major events,” says Group CEO Michael Debaveye.
London calling
Over the past five years, Creaplan has seen substantial growth, both organically and through acquisitions. Turnover doubled to 20 million euros. Debaveye: “We now want to make our mark in experiential marketing on a European scale through new, local hubs to make our services even better and more efficient, close to the customer.”
The acquisition of Skyline Whitespace fits perfectly within this strategy. “We follow our customers to the leading B2B fairs in London, Paris, Milan and Barcelona. The United Kingdom, with London as the hub, is an exciting market. The UK capital is home to a particularly large number of multinationals. London is also an important gateway for us to the US; quite a few US customers have a hub there.
In addition, Brexit makes it increasingly difficult to link UK logistics to the European mainland. In our industry, we cannot afford materials to ‘hang around’ for a few days on either side of the channel. We can now solve this with our hubs within the group.”
Mutual trust
Skyline Whitespace, founded in 2002, has a turnover of 17,5 million euros and has 66 full-time employees (FTE’s). Creaplan Group has 75 FTEs and has a turnover of 20 million euros.
The acquisition of the British market leader increases turnover significantly, but the two companies also share the same DNA and values. “Like us, they operate as stand builders in the premium segment with A-brands such as Moody’s, Capgemini, Hilton and Bayer. We both profile as high end in all areas: in design, technology, finishing, timing and support.”
Moreover, Skyline Whitespace excels in sustainability, from optimal use of recyclable materials to 100% renewable energy in production. “In that area, they definitely bring extra know-how to the group”, knows Group COO Vincent Lievens. “They have also won several awards for their Environmental, Social and Governance (ESG) efforts, including recently Employer of the Year in South-West London and Best supplier award by Exhibition News. This is a company with a spotless reputation that has been passionately run by Mary Cole (CEO), David Wilson (managing director), and Adam King (design director).”
All Skyline Whitespace executive managers remain on board and are now supported from Creaplan’s group management. “This is how we want to bring the company along in the group’s continued growth story and possibilities”, Michael says.
Creaplan and Skyline Whitespace have known each other for years. “Because we have the same DNA, there is a lot of mutual respect and we admiringly look at projects realized for clients. We also belong to the same European sector organization, IFES (International Federation of Exhibition & Event Services).”
Sights set on (Southern) Europe
Creaplan Group now operates 30% in the Benelux and 70% in the rest of Europe. “We want to expand further on the European scene and are now looking towards Southern Europe – particularly Barcelona, Milan and Munich. Recently, the group passed out its business cards at the Paris Motor Show – better known as Mondial de l’Auto – where we took care of the stands of five A-car brands. In time, we want to cover experiential marketing across the whole of Europe and provide regional service to all clients,” says chairman of the Board of Directors Walter Mastelinck.
About Creaplan Group
Creaplan based in Nazareth (BE) was founded in 1994 and grew both organically and via buy and build into a European group with a turnover of around 40 million euros. It is active in stand building, interior design and events in the premium segment. The Creaplan Group consists of a team of 140 full-time employees and realizes approx. 620 projects on an annual basis.
