The Belgian Creaplan Group from Nazareth 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 UK market leader in premium stand construction.
Creaplan celebrated its 30th anniversary this year and operates in the corporate interiors segment in addition to premium stand construction. It also facilitates corporate and sports events from its Dutch subsidiary For Live. "Everything we do falls under the heading of experiential marketing, from exhibition stands over interiors to major events," says Group CEO Michael Debaveye.
CEO Skyline Whitespace Mary Cole and CEO Creaplan Group Michael Debaveye.
London calling
Creaplan grew strongly over the past five years, 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 clients towards the leading b2b fairs in London, Paris, Milan and Barcelona. The UK, 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 towards US companies; quite a few US customers have offices there.
In addition, the Brexit makes it increasingly difficult to link UK logistics to Europe mainland. In our industry, we cannot afford for 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 was founded in 2002, turns 17.5 million euros and has 66 full-time employees (FTEs). Creaplan Group has 75 FTEs and turns over 20 million euros in turnover.
The acquisition of the UK 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 ourselves 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 additional know-how to the group," knows Group COO Vincent Lievens. "They have also received multiple awards for their Environmental, Social and Governance (ESG) efforts, including recent Employer of the Year in South-West London and Best Supplier 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) since its inception." Skyline Whitespace's 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," Michael says.
Creaplan and Skyline Whitespace have known each other for years. "Just because we have the same DNA, there is a lot of mutual respect and we look with admiration at each other's projects realised for clients. We also belong to the same European sector organisation, IFES (International Federation of Exhibition & Event Services)."
Sights set on (Southern) Europe
Creaplan Group now runs 30 per cent in the Benelux and 70 per cent in the rest of Europe. "We want to grow further on the European stage and are now looking towards Southern Europe - in particular Barcelona, Milan and Munich. Recently, the group gave its calling card at the Paris Motor Show 2024 - better known as the 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 serve all clients regionally," says chairman of the Board of Directors Walter Mastelinck.
About Creaplan Group
Creaplan Group from 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 euro. It is active in stand construction, interior design and events in the premium segment. The Creaplan Group consists of a team of 140 permanent employees and realises approx. 620 projects on an annual basis.
More information:
Creaplan Group
www.crea plan.be