The deal will mean mean that Norpak will sell the Jobfolio range of feeding, strapping, stacking, wrapping and foiling machines, while WRH will distribute Norpak's polywrapping and mailing systems.

Lee Whatmough, head of WRH Marketing UK, said: "This is an important partnership because both companies have several products that perfectly complement one another.

"Jobfolio is ideally suited to sectors in which Norpak is well established, such as direct mail. The new Norpak polywrapping and mailing systems will allow us to offer exciting opportunities to our customers in the newspaper, magazine and distribution sectors and we’re looking forward to explaining these options at Ipex."

Training has already taken place across both companies and the alliance will use the service and spares facilities of both businesses.

Norpak’s owner and group managing director John Hewitt said: "Efficiency is vital in today’s tough climate and automation enables greater productivity and accuracy, lower waste levels and manning and more flexibility."

The companies will be on hand at Ipex 2010 to answer questions about the tie-up. Ipex is set to take place between 18-25 May at Birmingham's NEC.