Mepal journal (English version)

Mepal Journal

A cause for celebration We are about to embark ona new phase.

Page 2.

Happy memories Your most precious memories? We love to play a little role in them. Our colleagues also share their greatest Mepal moments. Let’s enjoy them together! Page 14.

PAGE 02 | A CAUSE FOR CELEBRATION

A cause for celebration

We are convinced that the two individual brands will benefit if they are brought back to their original strength.

This Mepal newspaper has been published to celebrate something, because we are about to embark on a new phase. We are going to split up the brand Rosti Mepal into Mepal and Rosti. This is quite something!

However we are convinced that the two individual brands will benefit if they are brought back to their original strength.

Both Rosti and Mepal have a long history of over 65 years, each with their own values, identity and product portfolio, which will be stronger when separated.

In this newspaper we would like to inform you about why we have made this decision.

We have dedicated a considerable amount of space to giving you information on the background of both brands, but most importantly, to introducing the new Mepal and Rosti to you. We look forward to taking this new step with you and turning it into a successful journey together!

A CAUSE FOR CELEBRATION | PAGE 03

Celebrate the small and big moments in life

PAGE 04 | FROM USE TO FAN

From user to fan

Two worlds have slowly evolved; the world that is price driven and the world which focusses on added value.

The world around us is changing drastically. Consumers spend their money differently compared to a few years ago. Two worlds have slowly evolved; the world that is price driven and the world which focusses on added value. This is a trend that has started to exist in the shopping streets.

Shops offering cheaper goods have grown exponentially and the shops offering added value products are also thriving. The shops that are selling both are going through hard times. In this changing environment we have to decide to which world Mepal belongs.

From the very beginning, Mepal has chosen high quality materials; we believe in making high quality products, with a long life span and a good design. To add to that, our products contain clever little features, which give the consumer a more pleasurable experience. Offering a smart, quality product with added value is something we have done since 1950.

We don’t want to change that , but instead, grow stronger.

FROM USER TO FAN | PAGE 05

So, what do we want to change? We want to become a recognized brand, giving our products a clear identity. We have to really stand for who we are, because we have so much to be proud of. Many consumers using our products are fans of the product, but are not aware of who made it. We want to change these product fans into brand fans and connect them to the functional and emotional values of Mepal. Make our users into ambassadors.

The brand name is essential in this process and the joining of Rosti and Mepal is a compromise of the past; in the Benelux the addition does

not help Rosti and in Scandinavia it is exactly the other way around.

The brands have their own character and their own look, which cannot be brought together in one umbrella brand.

We will now bring the two brands back to their origin and strength, with their own clear look and portfolio.

Supported by good communication materials we intend to make this a successful transition together with our retail partners. In this Mepal newspaper you will find the rest of the story about the brand Mepal and in the included magazine the history of Rosti.

We want to change these product fans into brand fans and connect them to the functional and emotional values of Mepal.

PAGE 06 | HISTORY

Founder of Mepal Egon Wolff

HISTORY | PAGE 07

History

Establishment

Copenhagen

Modul

Classic dinnerware

1950

1953

1967

1978

Synthesis

Modula

2003

2005

Campus 1

Calypso

1988

1997

Take A Break

2007

JustWater

2009

Cirqula

2017

PAGE 08 | MEPAL. FOREVER

Mepal. Forever.

You see, our products are filled with smart features to make daily life easier and more fun.

Secretly, we are present at special moments with our products; your very first school day with our Campus products, family holidays with our dinnerware and lovely lunches with colleagues and our lunchboxes.

You will find us anytime, anywhere.

Our durable, beautiful and original products allow you to enjoy all of

these moments even more.

You see, our products are filled with smart features to make daily life easier and more fun.

Handy, innovative solutions for all those unforgettable little memories.

Mepal. forever.

THE WORLDS OF MEPAL | PAGE 09

The worlds of Mepal

Storage

At the table

For children

On the go

PAGE 10 | CLASSIC COLOURS

Classic colours The story behind our colour scheme The Mepal colour scheme has been selected with great care and precision.

We have created two basic schemes: Classic and Nordic.

The colours within these basic schemes do not only harmonize elegantly, they also work great when the different schemes are mixed together.

PANTONE ® White

PANTONE ® Black C

PANTONE ® CoolGrey 6 C

PANTONE ® 187 C

PANTONE ® 380 C

NORDIC COLOURS | PAGE 11

Nordic colours

PANTONE ® 537 C

PANTONE® 609 C

PANTONE® 5493 C

PANTONE® 4985 C

PANTONE® 489 C

PAGE 12 | CAMPUS 30 YEARS

Campus 30 years

CAMPUS PAST In 1998 Mepal launched the first school cup with screw thread and lunchboxes onto the market. It was in a time when there was an increase in working mothers and more children stayed at school during lunchtime.

Mepal anticipated this change and acted on it by introducing a new collection of lunchboxes and school cups. This was spot on. Since then many generations of a school children have been brought up with Campus products. The school cup and the lunchbox have become a kind of icon.

The collection was available in bright colours with black accents which complemented the fashion of that time.

For students trendy pictures of Asterix & Obelix and Fido Dido were printed on the series. The younger ones were treated with pictures of Micky Mouse and Winnie the Pooh.

CAMPUS NOW The Mepal Campus series has become extremely popular and has remained unique in the Netherlands and Europe after all these years. In 2018 we will introduce the third generation of our Campus collection. New lunch options like the little bento box in the lunchbox, the fruit box and the water bottle have been added to the existing collection of cups and lunchboxes for children because healthy eating

has become increasingly popular and because children often stay at school the entire day with more lunch and snack breaks. The third generation is modernised and in many aspects improved but still with the unique aspects in tact, as it is still leakproof and indestructible. The collection will once again be presented in modern colours and contemporary prints.

MEET THE DESIGNER | PAGE 13

Meet the designer Consumer behaviour is what guides Johan Weerrnink. He sees himself as a link in a chain of people who all have the same goal: satisfying the customer. ‘I think it is very important that the customer never gets annoyed with a product. Irritations will inevitably lead to unused products disappearing in the cupboard and eventually ending up at a garage sale.’ This is exactly what goes against our vision on durability.

The biggest waste is not using and throwing products away. This is why we have made it possible for each fragile part in our collection to be replaced, even after years.

Plastic itself is remarkably durable. It can last for decades.

USER FRIENDLY In the new product line Cirqula which is designed for a complete ‘circle of use’ a lot of attention has gone into subtle details. Contrary to many similar types of plastic, the fine texture of this plastic does not feel sticky to touch. The surface feels very pleasant and every association with plastic has disappeared. This bowl is ideal for using in a connected series of functions: for storing leftovers in the freezer, heating these up in the microwave and then finally, serving it at the table.

I think it is very important that the customer never gets annoyed with a product.

John Weernink has made countless designs for Mepal and is still going strong. His biggest success is the Campus school cups and lunchboxes, which get updated with each new generation of school children, but Weernink has also given makeovers to many other existing products.

PAGE 14 | HAPPY MEMORY

Happy memory

Jantina Kaemingk Sales department

Edwin van de Velde Sales manager Export

Dishwashing moments at the camping grounds.

The little rings on the lid were fun to play with.

When I think about happy memories with Mepal, I think about the dishwashing moments at the camping grounds where I saw generations of Mepal dinnerware pass by, which often initiated great conversations.

Every time I was in a dishwashing area, I would wonder which dinnerware I would see. After more than 30 years of ‘Mepal’ experience, I have come across many grandparents, parents, children and grandchildren and they have also contributed to my happy Mepal memories...

My first encounter with Mepal was of course with Campus. At elementary school I always took my drinks with me in the first generation Campus school cup. They had these little rings on the side of the lid which were fun to play with during a boring lesson. In grade 4 I started taking my Feyenoord Campus cup to school. Just fantastic; especially because most of my class mates were supporters of another club (from Amsterdam) ... #happymemories

Chantal Koekkoek Product design

We were surrounded by reindeer.

Walking together on the North Cape to Knivskjellodden. On the way there it is so foggy that we can hardly see each other and it is quite a challenge finding the stones and poles directing us. However, we decide to stop for lunch anyway using big stones as a picnic table. Enjoying lovely hot coffee from the thermo cups and tasty sandwiches packed in the lunchbox.

When the fog disappears we realise that we are surrounded by reindeer, how special!

HOW IT’S MADE | PAGE 15

How it’s made Naturally, most of our products are made in the Netherlands. Although, naturally? These days that’s actually quite special...

Mepal has a long tradition of developing and producing their own products. Soon after it was founded in the mid nineties, Mepal started designing their own products. Even then we understood that smart, high quality products take time and that you can only develop them from within. We still believe in that today. Mepal has developed a distinct style throughout the years, inspired by the Bauhaus tradition; everything needs to be functional, simple with a timeless beauty.

Functional, simple with a timeless beauty.

Throughout the years a lot of production moved to Southeast Asia. We on the other hand decided, where possible, to continue to do this close to home.

Our experience has taught us that producing locally has many advantages. We work very closely with our business partners which enables us to guaranty our quality.

We are able to accommodate our customer’s wishes quickly because of the short supply lines of our ‘back yard’ production. In addition, this logistic path is of course much friendlier for the environment.

Over time we have developed a unique collaboration with our production partners in the Netherlands and assemble the products at home or at social workplaces. This is how we involve people with special needs in our assembly process. It offers them a purposeful day and social surroundings where they can enjoy their work.

Our central warehouse in Lochem carries our entire collection which enables us to act on customer demand quickly and deliver throughout the entire world.

We are everywhere, forever. This, we are quite proud of!

MEPAL BV | Aalsvoort 101 Lochem | T +31 (0)573 25 72 33 | www.mepal.com