Can you describe the WEPA Professional business in the UK, and outline how it operates as part of a global operation?
Khalid Saifullah: WEPA Professional takes a market-specific approach in the UK, tailoring our strategies to meet the unique needs of the region while benefiting from the global expertise of the wider WEPA Group. Our UK branch primarily serves the away-from-home (AfH) market, addressing sectors such as healthcare, hospitality, education and public services, to deliver innovative and sustainable hygiene solutions designed specifically for professional environments.
The WEPA Group itself is a major player in the hygiene industry, with operations in 11 European countries, including Germany, the UK, France, Italy, and the Netherlands. Employing over 4000 people, the group manages more than 20 production sites. We leverage the group’s economies of scale, extensive expertise, and commitment to sustainability to enhance our operations in the UK.
Ramona Shellard: We have established ourselves as one of the largest UK-based converters of cleaning and hygiene paper products. Our mission is to become the market leader in system-based and sustainable products, alongside standard away-from-home consumables. By positioning ourselves as a one-stop supplier, we deliver reliability and efficiency for our customers, supported by the vast resources of WEPA’s European mills and global operations.
How have you seen the needs of the away-from-home market change in recent years
Ramona Shellard: In recent years, the needs of the away-from-home (AfH) market have increasingly focused on price, with cost considerations becoming more critical than ever. While service and product quality remain important, price takes precedence.
Additionally, there has been a growing emphasis on environmental legislation and data transparency. However, while these factors are influencing the industry, they have yet to significantly impact the specific product range requirements. The extent to which these changes will shape product offerings depends on the progression of legislation and how it aligns with price demands in the coming years.
From your perspective, how do you see the UK cleaning and hygiene industry evolving, and where are the opportunities for future growth?
Khalid Saifullah: The UK cleaning and hygiene industry is poised for significant growth, driven by trends in sustainability, technological advancements and shifting health and hygiene priorities.
The future lies in embracing green technologies, implementing smart systems and offering customised solutions to meet the evolving demands of businesses and consumers. Companies that lead in these areas will not only seize growth opportunities but also play a pivotal role in shaping the industry's future.
What are your key brands for the UK, particularly those aimed at the away-from-home markets?
Khalid Saifullah: In 2025, all products under the Sirius brand will be rebranded as Satino, which will become the primary brand for the away-from-home (AfH) market across both the UK and Europe. Following a recent brand review, we have streamlined our product offering into four main categories: Satino Hi-Line, Satino Hi-Cycle, Satino PureSoft, and Satino GreenGrow. However, our main focus will continue to be on providing the most sustainable fibres available in the market.
Satino PureSoft offers a combination of exceptional comfort and performance, made from post-consumer cardboard. It is the ideal choice for organisations looking to deliver a premium experience while staying committed to sustainability. With high absorbency, durability, and a luxurious feel, it stands out as a leading product in the AfH hygiene market.
Satino GreenGrow represents a groundbreaking product line that merges sustainability, quality, and innovation. Using recycled fibres and pulp from miscanthus grass reduces environmental impact while maintaining professional-grade performance. Organisations that choose Satino GreenGrow are making a clear commitment to sustainability while ensuring high standards of hygiene and comfort in their facilities.
Being a paper-based business, how do you meet the ESG aims of your customers
Khalid Saifullah: At WEPA, we take a comprehensive approach to our environment, social and governance (ESG) strategies, to ensure we not only meet but exceed our customers’ expectations. We provide a wide range of sustainable products that have a minimal environmental impact, helping customers achieve and surpass their environmental goals.
We work closely with our customers to align their ESG objectives with ours, positioning ourselves as an ESG partner that collaborates with them to ensure they lead in sustainable hygiene practices. Through innovation and detailed data, we provide measurable insights into the environmental footprint of our products, fostering accountability and progress toward shared ESG targets.
What have been your greatest career highlights/proudest moments so far?
Khalid Saifullah: A standout highlight was being invited to speak about sustainability at the Tissue World conference in April 2023 to an audience of delegates from around the world.
During my talk, I highlighted the three key pillars of sustainability: environmental, social and economic. I explained why these are crucial to business success and shared some of our key achievements, such as the fact that 72% of the products we sold in 2023 were made from 100% recycled paper. Additionally, I discussed our commitment to the social and economic wellbeing of Lancashire, all while maintaining profitability as one of the most successful companies in the UK.
As a confirmed exhibitor at the Cleaning Show next March, can you outline why this event is important to WEPA Professionals?
Ramona Shellard: As official sponsors of the London Cleaning Show 2025, we’re proud to be part of the UK’s premier cleaning and hygiene event. It’s a key opportunity to showcase Satino by WEPA products, connect with industry leaders from across a range of sectors, and drive meaningful conversations about hygiene’s future. We are looking forward to sharing the key successes and milestones from our first year after WEPA Professional UK acquired Star Tissue, as well as reveal several exciting updates for the year ahead.
Can you outline the strategy behind WEPA’s acquisition of Star Tissue and explain how it strengthens its position in the UK market?
Patrick Schumacker: The acquisition of Star Tissue has significantly strengthened WEPA Professional's presence in the UK, boosting local production capabilities, growing our dedicated team, and aligning products to UK market needs. This acquisition broadens our customer base and opens new growth opportunities, positioning WEPA Professional for continued success in the UK market.
Can you give us an insight into WEPA’s vision for continued expansion in the UK professional hygiene sector?
Patrick Schumacker: To drive continued expansion in the UK professional hygiene sector, we will leverage the full capabilities of the WEPA organisation. The Satino by WEPA brand will be a key driver of growth in the coming years, allowing us to strengthen our position in the market. At the same time, we will maintain our expertise in private-label products, ensuring we continue to meet the diverse needs of our customers while expanding our reach.
https://www.wepaprofessionaluk.co.uk