Spotlight on... Drytac: Going back to its roots

Despite its significant market share in North America, finishing solutions developer Drytac has very British roots...

For four decades, Drytac has bridged the ocean between the UK and North America. Chairman and CEO Richard Kelley emigrated from England to Canada in 1963 and began his career by launching a gift and promotional products business in Ottawa, before becoming the Canadian distributor for UK-based Ademco, a supplier of mounting adhesives and heatset films, in 1972. A restructure of Ademco four years later gave Richard the ideal opportunity to establish his own brand in the adhesive marketplace, and Drytac was born.

Fast-forward to 2012, with Richard's son Hayden Kelley moving his family from Canada to Bristol to take on the role of Managing Director of Drytac Europe. After attaining a Master's Degree in Business and achieving success as an investment banker despite the financial recession, Hayden turned to the more satisfying business of manufacturing.

Made in Britain

Moreover, Hayden is hugely enthusiastic about Drytac's UK operations.  Having started at Drytac's California base before heading up Drytac Canada, Hayden asserts: 'The UK can, should and will be the head of the company'.

Holding the position of the number-one manufacturer of coated media in Canada and sitting comfortably in the top five in the USA, it may come as a surprise that the UK arm already wields a lot of muscle within Drytac: the majority of its products for the expansive graphic arts market is made in Britain and exported abroad â€" a fact Hayden is keen to make known.

"We're going to focus on our roots and what we're really, truly good at â€" which is making self-adhesive products for the graphics market, our home base," he comments.

A city proud of its heritage, with its own brand of culture, architecture and craft â€" not to mention its own local competitor to Sterling, the Bristol Pound â€" Bristol is an ideal base for Drytac's 'Made in Britain' ethos. Employing around 50 people, the Fishponds HQ is also eagerly developing new products for graphics houses in the UK and beyond, from the eco-conscious BioLam films to high coatweight films for UV printed output. The clear UV-printable, self-adhesive window film ViziPrint was launched late last year, and there's more on the way.

This June it was announced that Drytac had agreed an exclusive UK and Ireland distribution deal with Antalis, which will see customers benefit from Antalis's extensive supply channels and large team of experienced sales professionals. By exiting the direct sales route, Drytac is able to plough its resources into product development and business growth.

Antalis is currently demonstrating its new Drytac portfolio at FESPA London, giving many wide-format print businesses the first look at new products. 

Moving further

Its breadth of technology also makes Drytac an international player. Boasting the resources to manufacture solvent, emulsion and hot-melt adhesion products, it is competing with only a handful of companies for its variety of output.

Meanwhile, Drytac launched its first Facebook page this spring, allowing its international customers and colleagues to come together in an online community.

The combination of North American business sense, a British manufacturing base, a dedicated UK and international sales channel and European ambitions will surely see Drytac open many more doors across the globe.

For more information, please visit www.drytac.co.uk

[Photo shows Hayden Kelley, managing director of Drytac Europe]