Envelope printer ES Wigg & Son celebrated its 165th anniversary yesterday, surviving in an increasingly tough industry by specialising in jobs too complicated for its competitors.
The Adelaide-based business is Australia’s 21st oldest company, founded in 1849 as a book reseller. Now with 90 staff across four states, it is one of the biggest envelope manufacturers for the direct mail fundraising and photographic industries in the country.
Managing director Tom Davidson, fifth generation owner of the family business, says the company has stuck around by evolving with the market and diversifying into growth industries.
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He says 30 per cent of its envelope printing business is trade work for printers ranging from Blue Star and Finsbury Green to Kwik Kopy franchises.
“It is very rare for a printer to print envelopes in house, so they are a huge part of our market,” he says.
Davidson says while the frequency of orders for direct mail clients is consistent the volume is falling and the company has found a niche in complicated jobs with value adds like personalisation that attract higher margins.
“There has been growth in overprinting orders recently as direct mail is making a comeback, but it’s a real battle to keep the margin and efficiency up with smaller volumes,” he says.
“We specialise in in solutions to complicated problems our clients have: the weird and wonderful jobs that other companies might put in their too hard basket.
“No job is too big, small or difficult for us.”
Davidson says ES Wigg & Son is also trying to offset volume declines with new technology and improved efficiency, recently installing a new Kodak CTP system for its envelope printers.
He says another key part of the business model is long relationships with clients, some for more than 40 years, including Kodak and postal vote work for electoral commissions.
“We have a strong family base with many members working in the business, and that is reflected in how we deal with clients – mutual respect,” he says.
“When you receive an American Express or Readers Digest envelope in the mail, send an overnight Express Post envelope, or receive a Salvation Army or Smith Family donation appeal envelope, you are probably using one of our products.”
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