An operator with Baker's ABG Digicon label printing machine
50 years of Baker Labels
Currently celebrating its 50th year, Baker Labels’ history starts back in 1973 when founded by Roy and Marian Baker. Starting out solely in label production, the company’s growth was always steady and it soon opened a Materials division in 1978 due to the lack of supply for custom cut reels from manufacturers. This was also the year current managing director Steve Baker, son of Marian and Roy, joined the company full-time.
Starting out in Kings Cross London, operations moved to Walthamstow where they stayed for over 20 years. However, growth was restricted due to the size and age of the building and fast forward to today and Baker Labels is now in its fourth factory having relocated to Brentwood, Essex in 2011.
“It’s no coincidence that the biggest growth in the business has been since we moved to a purpose-built, state-of-the-art facility in Brentwood in 2011,” explains Steve Baker. “Since then, our staff has more than doubled from 46 to 112 and our turnover has trebled from just over £5m to over £16m.”
High Standards
The current site consists of three units: a labels factory, a flexible packaging factory, and a label material conversion warehouse which in total covers around 4,500sq m. Baker prints digitally on HP Indigo and Screen Inkjet, and conventionally on a Nilpeter flexographic press.
(Above & below) Baker Labels offers inkjet printing using Screen technology
Within its Materials division, Baker Labels is now an independent distributor for leading self-adhesives material suppliers such as Avery Dennison, Kernow Coatings, Lintec, and 3M. The division itself holds over 450 self-adhesive materials in stock, which not only supplies other label printers but ensures the company has stock ready to maintain its own fast turnarounds.
A trusted trade supplier, Baker’s customers are label printers, commercial printers, or print management companies all of which have high standards and fast turnaround requirements. “We strive to go beyond expectations,” says Baker. “We know labels, we’re very good at making them, and we don’t mess about.
“Many label printers come to us when they don’t have the equipment or capabilities for added-value labels such as high-end embellishments. We solve customers’ problems for them quickly and to a very high standard.”
Many label printers come to us when they don’t have the equipment or capabilities for added-value labels such as high-end embellishments”
Operating with an open approach, Baker is transparent about the way it works and will even offer training and support to customers on any new capabilities or technologies it may have.
At the Forefront
Since its inception, Baker’s philosophy has always been to be as versatile as possible and to re-invest in the latest quality equipment to stay at the forefront of label printing technologies. “We aim to never have to say no to any label requirements and our trade ethics are second to none,” says Baker.
Somewhat of a unique approach compared to other trade suppliers, Baker Labels offers a sort of ‘try before you buy’ service which enables customers to build up work on its presses to the point where they need their own.
“It’s great business for us as even though we’d lose the work initially, we’ll have built a great relationship with our customer and we’re there for additional work, or as a backup when their press needs a service or when the next bit of technology comes along.”
This approach shows the company’s confidence in its own capabilities and offering as well as its focus on building lasting partnerships and relationships with customers. This forming of partnerships and utilising of different strengths amongst businesses is something we are seeing more and more within the industry as businesses strive to succeed despite ongoing industry challenges such as increasing costs of raw materials, changes in trends and demands, and increases in energy prices.
It seems to be more important than ever to diversify and expand your business offering and turning to a well-oiled machine that knows its bread and butter can only be a smart business move, earning both businesses more business in the long run.
A Massive Learning Curve
Speaking of diversification and in 2020 Baker launched its flexible packaging division BakPac where it prints and produces short- to medium-runs of stand-up pouches, sachets, and printed films.
“It was a major investment for us and has been a massive learning curve for all of us, but the future of this market is very exciting,” says Baker. “This year, we have added an embellishment/coating line which is a first for the digital flexpac market and will enable us to offer spot varnish, and foil effects, along with specialist coatings.
“We’re always looking for the next opportunity to enable us to supply our customers with something a little bit different with added value to sell to their customers.”
Alongside investment in kit and capabilities, another key area of growth has been Baker’s attitude towards its employees. According to Baker, the company has seriously embraced the wellbeing, training, and development of all staff, which he says has had major improvements from every aspect.
This investment in staff wellbeing includes providing a good working environment which is warm, well-lit, safe, clean, and modern, as well as having modern, well-maintained equipment and a training facility being developed under Bakers Academy. The latter not only offers class-type training but practical, hands-on learning.
The company also offers a number of social events, a canteen, and has recently installed its own gym.
“This has had a great knock-on with staff retainment which is very important when you are producing a lot of specialist work,” he explains. “The knowledge is retained and customers really appreciate the familiarity of dealing with the same people.”
A Buzzing Environment
On what a typical day at Baker Labels looks like, Baker describes a busy, buzzing environment – to be expected when you’re a company that turns the majority of work around within 48 hours!
“We aim to turn work around as fast as possible so every phone call, quote, or order needs to be acted on fast. A large percentage of jobs are completed within 48 hours, so every department needs to be on the ball and communicating well to ensure a quality product at the end, and of course, a satisfied customer!”
In the 50 years that Baker Labels has been operating, Baker says the biggest challenge is “keeping it all going, keeping it fresh, keeping everyone engaged, and finding the next area for profit”.
With trends and demands changing constantly, especially in the labels and packaging sector where products are increasingly needing to stand out and cut through the noise to reach consumers, Baker says the skill is to spot the trends that will bring real value rather than jumping on something that could be what he describes as “actually part of the race to the bottom”.
A Family Affair
Since its inception, the business has been family-run and this is not something that will end with Steve as his two sons Harry and Tom are now in the business too.
[ L to R ] Tom, Steve, and Harry Baker put on a united family front with the future of the business secure
This foundation is something Baker says he is most proud of within the company, alongside its reputation in the market, support of loyal charities and the community, and its fantastic, loyal customers. “For me, the overriding thing now is that both of my boys, Harry and Tom are in the business.
“The fact that they are here because they want to be and are really playing a part in pushing the business onto the next level, gives the business long-term stability and removes any exit plan worries!” Having his boys on board will also free Baker up to improve his golf handicap and enjoy some more holidays – so he hopes!
Reflecting on future plans for the business, Baker says the company will be looking to expand further in all departments. “The plan with labels will be looking at the latest digital technologies, hybrid presses, and more automation; and the plan for BakPac will be to increase our technical offering and to spot new market areas.
“We are also thinking more about the long-term legacy of the business and will be launching our own charity foundation with this being our 50th year.”
In the autumn of this year, Baker Labels will be exhibiting at The Print Show for the first time. Taking place from September 19th to 21st at the NEC, Birmingham, the event is the only exhibition dedicated to print in the UK.
“Exhibiting at The Print Show 2023 is a new venture for us and is something we have never done before,” Baker explains. “We’re looking to open doors in the commercial print industry and show them where there are growing opportunities in labels if you use the right trade supplier.
“It’s an opportunity to share our knowledge and capabilities, and encourage commercial printers to expand what they offer their customers without the risk of capital investment in new presses.”
Statistics
- 50 - years in business
- 1973 – company was founded
- 1978 – Steve Baker joins the company
- 2011 – company moved to Brentwood, Essex
- £16m – annual turnover
- 4,500sq m – size of premises
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