Luxury packaging for luxury merchandise

Lil launches Breezebox, a product that puts the boutique into the box Innovative Cambridge packaging company Lil has announced the launch of a brand new product designed to meet the needs of boutique and other upmarket internet retailers. Called Breezebox, the new concept responds to the need for packaging that enhances the delivery experience for the billions of consumers worldwide who are increasingly turning to the internet for luxury shopping. “Research shows that a pleasurable delivery experience is the leading contributory factor to internet consumer loyalty,” explains Lil sales director Fred Lil. “So we were keen to create something radical, something that hadn’t been seen before, and something that would reflect the excitement and reward that the recipient feels when he or she discovers the merchandise within.” As well as being tactile and visually appealing, the Breezebox is defiantly cost-effective. Instead of potentially expensive void fill (material to fill the space within the box and stop the contents moving around) the box features cleverly-integrated tissue paper. The tissue has just enough adhesive to tightly protect and wrap whatever is inside, but is not so sticky that it attaches itself to fingers or other surfaces. During the bumps, shakes and knocks of transit, the combination of the tissue and robust box strength protects the contents. And then on arrival, the action of opening the tissue paper delivers anticipation and pleasure. Like all Lil products, Breezebox can be rapidly packed thanks to the peel and seal device, and then opened just as quickly with a fast tear strip. In tests, the packing process took up to five times faster than traditional methods, a statistic that represents a huge commercial advantage for retailers. Not surprisingly for such a value-added product, many leading retailers are working with Lil to create bespoke Breezebox designs that reflect their brand colours, imagery and messaging. Fred Lil again: “Imagine spending quite a lot of money on a cashmere sweater or other luxury garment. If it arrives in a package that reflects the quality and feel of the brand that you have already bought into, the whole experience is heightened. It also means that you may very well go back for more – which is something that our retail partners obviously find appealing.” Breezebox will be officially unveiled to the world when Lil Packaging shares a stand with Google at SpringFair, Europe’s definitive retail exhibition, at the Birmingham NEC on February 1.