Luxury packaging and creative papers manufacturer James Cropper has appointed Richard Bracewell as managing director, Paper Products, responsible for its Creative Papers and Luxury Packaging sectors.

Mr Bracewell has most recently served as the business transformation lead for Speciality Paper for James Cropper, in which role the company said he has been instrumental in repositioning the organisation to ensure long-term differentiation and market competitiveness. He also has senior leadership experience at Shell, where he worked before joining James Cropper as marketing director for the Speciality Paper Business in 2017. James Cropper said he has a ‘proven track record of driving business growth and transformation’.

James Cropper CEO Steve Adams said Mr Bracewell’s ‘leadership, expertise, and deep understanding of our business will undoubtedly drive us towards greater achievements’. 

The Paper Products division at the company is undergoing significant business transformation currently, with the Group’s established Speciality Paper business being brought together with Colourform, a plastic-free moulded fibre innovation for luxury packaging that is described as 100% recyclable.

Mr Bracewell commented, ‘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.’