Bracewell will oversee the business’ creative paper and luxury packaging segments. Credit: James Cropper.

Luxury packaging and paper products provider James Cropper has named Richard Bracewell as the managing director for its Paper Products division.

He will oversee the company’s creative paper and luxury packaging segments.

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Richard will lead strategic growth in the paper products segment by uniting the company’s Speciality Paper business with moulded pulp luxury packaging innovation Colourform.

Bracewell said: “I’m delighted to have been asked to lead James Cropper’s Paper Products business and to continue to build upon our unique and significant capabilities as a leading innovator in the creative papers and luxury packaging sectors.

“The changes that we are making within the business, will help us to accelerate our growth strategy in the manufacturing of bespoke papers and moulded fibre packaging, ensuring that we continue to provide our customers with the highest quality products and solutions.”

Bracewell started working at James Cropper in 2017 as the marketing director for the Speciality Paper business before changing roles as business transformation lead for the segment.

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He is said to have played a key role in repositioning the business for long-term differentiation within the market.

Earlier, he held senior leadership roles at the multinational oil company Shell. 

James Cropper CEO Steve Adams said: “We are thrilled to welcome Richard Bracewell as our new managing director for Paper Products. His leadership, expertise, and deep understanding of our business will undoubtedly drive us towards greater achievements.”

This year in April, the business announced a new strategy to speed up its growth, which includes complete brand reorganisation alongside investment in innovation.