Easyfairs, a part of Belgium-based exhibition company Artexis Easyfairs Group, has purchased Pentawards, which organises global packaging design competitions.
The deal, the value of which has not been disclosed, is expected to boost Easyfairs’ existing packaging event portfolio and expand the company’s global presence.
With operations across Europe and North America, Easyfairs hosts events including Packaging Innovations, Luxury Packaging, Empack, Label&Print, Aerosol Dispensing Forum (ADF) and Packaging of Perfumery, Cosmetics & Design (PCD).
Following the acquisition, Pentawards will be operated by Easyfairs UK and its global office.
The competition currently has 55 categories open to marketers and packaging creators worldwide.
Pentawards founders Jean Jacques and Brigitte Evrard will remain involved with the awards and help direct the strategy and integration.
Brigitte said: “We have been very proud to bring the Pentawards to the global packaging industry to celebrate the media of packaging, which is often the unsung hero in the media mix.”
In February, EFI, a division of Artexis Easyfairs, acquired French company Oriex Communication with an aim to expand its presence in the packaging event and congress sector across the globe.