AALST, Belgium, July 13, 2016 (Press Release) -After 25 years, legendary tennis brand Snauwaert restarted its sale of tennis rackets and accessories early this year. Snauwaert was founded in 1928 and has evolved into a global player. In the ‘70s, the company sold around three million rackets per day. Pressured by cheap imported models, the manufacturer had to close its books in the early ‘90s.
A quarter of a century later, the rackets are available again. The brand still chooses superior quality in small runs, supplemented by limited editions and personalized items. Top technology was used for production and development. Roberto Gazzara – formerly top engineer at tennis brand Prince – had the privilege of guiding the process. And the brand ambassadors certainly aren't small-time either: former world stars Xavier Malisse and Dominique Monami are promoting the brand in the market and in the trade press. On the field, none other than Alison Van Uytvanck hits a mean ball with the Snauwaert Grinta 100 racket.
New business model, new packaging
Today, Snauwaert aims to conquer the tennis market once again with an innovative business plan. The key is to bring products and services as close to the end customer as possible. Right now, sales are done exclusively via their e-commerce platform. Every racket sold is sent to the customer in individual packaging within three working days.
Developing that particular package was a task for VPK. R&D designed a corrugated box that combines authenticity, brand identity, protection and logistics. A racket, ball box and towel are neatly held together by inserts. An original stencil is incorporated into one of the closure flaps. If the purchase isn’t fully satisfactory, the customer can easily return the box thanks to its double tape closure.
A matter of understanding
"VPK develops customized packaging," says VPK Sales Director Guy Van Cauteren. “And this starts with a deep understanding of the brand. To get a sense of what is important. A good package echoes the individuality of the product inside. More and more, we notice that e-commerce requires a personal touch, a unique experience for the end customer. In this sense, packaging can play a big role."