The direct marketing specialist opened the leased Bloomsbury-based office at the beginning of the month. While it will serve as a sales, meeting and hot-desking space for the company’s existing staff when they are meeting clients in the city, all production will continue to take place at its 2,787sqm Huddersfield, West Yorkshire headquarters.

“We chose Bloomsbury because a lot of our clients are based around that area and across to the EC1/Farringdon area, so it was a pretty good spot and useful for accessing Kings Cross, so a bit of a triangle for convenience,” said Propack account director Gary Walker.

The office will not be permanently staffed initially, though Walker said this could change in the future as the business has just won some new London-based contracts that may in time require staff based permanently in the city to service.

He added the business has continued to see a resurgence in direct mail.

“There’s been a realisation that direct mail works. A lot of brands that we are talking to are struggling to get the cut-through with digital and online channels so they’re switching their focus back to direct mail,” said Walker.

“I think GDPR has been kind to us, certainly from a client retention point of view. Brands and data owners are looking for more secure partners that can help them to stay compliant.”

Established in 1996, Propack specialises in digital print, direct mail, print management and postage. The £9m-turnover business employs 63 staff and serves a raft of blue-chip clients, including Sky Bet, Sue Ryder, Auto Trader, Travis Perkins and a number of government departments.

In October the business took on two Riso ComColor GD9630 cutsheet inkjet printers at its Huddersfield base to migrate 400,000 packs of monthly mono overprint work to full-colour.