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Leading brands are sending wider cross-functional teams to London Packaging Week 2026, reflecting the growing collaboration now required to deliver successful packaging projects.
The world's biggest brands are no longer sending one packaging specialist to industry events. Increasingly, they are sending teams.
With less than two months until London Packaging Week opens at Excel London, many of the world's biggest brands are registering broader teams than ever before, reflecting the increasingly collaborative nature of modern packaging development. Amazon, Tesco, Marks & Spencer, Harrods, Fortnum & Mason, L'Oréal, Estée Lauder, Charlotte Tilbury, Jo Malone London, Disney, Diageo, Unilever, Reckitt, Superdrug, Boots No7, John Lewis and Molton Brown are among the organisations already sending multiple representatives to this year's event.
That shift reflects a fundamental change in the role of packaging itself.
Once considered a specialist discipline, packaging has become one of the few areas of modern business where marketing, design, engineering, procurement, sustainability, operations, innovation and regulatory compliance all intersect. The decisions being made today influence everything from consumer perception and brand growth to environmental performance, supply chain resilience, and commercial efficiency. As a result, successful packaging projects increasingly depend on collaboration across multiple departments rather than on expertise from a single function.
The audience gathering at London Packaging Week mirrors that evolution. Alongside heads of packaging will be brand and marketing leaders, executive creative directors, procurement specialists, packaging engineers, technologists, sustainability professionals, R&D teams, innovation managers and policy experts. Different disciplines. Different priorities. Increasingly, the same conversations.
Sema Tezel Basbug, Head of Marketing at Easyfairs, said: "One of the clearest trends we've seen this year is brands registering wider teams than ever before.
"Packaging decisions are no longer made in isolation. Marketing, sustainability, engineering, procurement, operations, and innovation all have a stake in the outcome, because every packaging decision carries commercial, environmental, and operational implications.
"London Packaging Week reflects the way packaging projects now happen inside businesses. It brings together every discipline involved in developing packaging, while also connecting them with designers, material innovators, manufacturers, retailers, and policymakers who help shape the future of the industry.
"That's where the real value lies. You might arrive looking for a new material and leave having solved a regulatory challenge. You might meet another brand tackling the same issue, discover a supplier you didn't know existed, or start a conversation that completely changes the direction of a project. Those unexpected connections are becoming just as valuable as the innovations on display."
Taking place on 16 & 17 September at Excel London, London Packaging Week 2026 will welcome more than 220 exhibitors, 90+ expert speakers and thousands of packaging professionals from across luxury, beauty, premium drinks, FMCG and packaging design. Together with strategic partners including WRAP, PackUK, the Food and Drink Federation, the British Retail Consortium and INCPEN, the event brings every part of the packaging value chain together to explore the ideas, technologies and collaborations shaping the future of packaging.
Beyond the exhibition and conference programme, dedicated networking experiences including the WRAP Breakfast, Women in Packaging Breakfast, Design Networking Drinks, First Timers Drinks, The Inner Circle Bar and the Exhibitor Networking Reception create opportunities for visitors to connect with the people behind some of the world's biggest brands, discover new suppliers, exchange ideas with industry peers and build relationships that extend well beyond the two-day event.
Because the future of packaging will not be built by one department.
It will be built by the conversations between them.
Register now for your complimentary ticket.
About Easyfairs
Easyfairs organises and hosts events, bringing communities together to visit the future.
We currently organise 110 market-leading event titles in 12 countries (Algeria, Belgium, Finland, France, Germany, Italy, the Netherlands, Portugal, Spain, Sweden, Switzerland and the United Kingdom) and manage eight event venues in Belgium, the Netherlands and Sweden (Antwerp, Ghent, Mechelen-Brussels North, Namur, Gorinchem, Hardenberg, Malmö and Stockholm).
We are passionate about “easifying” the life of our customers and increasing the return on investment and return on time for professional communities through our all-in formulas, advanced technology and customer-centric approach. Our digital features and initiatives provide these communities with excellent opportunities to network effectively and do business throughout the year.
The Easyfairs Group employs 800 highly committed talents, deploys the best marketing and technology tools and develops brands with a strong appeal to our stakeholder communities.
For the fifth year running, Deloitte conferred “Best Managed Company” status on Easyfairs in 2023.
Easyfairs is ranked 11 of the world’s top exhibition organisers, according to the STAX annual ranking.
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