Headed by Bruno Diepois since 2010, Coverpla has established itself as a partner to independent fragrance and cosmetics brands in almost 60 countries, offering a portfolio of standard and customizable packaging solutions available in small and medium production runs.
With EUR 23 million in sales and a workforce that today comprises 45 employees at its main site, as well as four employees in the US and two in Italy, the company is facing a global market slowed by the current economic and geopolitical context.
“Neither lean times nor growth”
“2026 will be a year of stagnation, much like 2025. Over the past three years, the company has experienced neither lean times nor growth, which is not so bad given the market environment”, says Bruno Diepois. To both leaders, this situation is due to the varying dynamics across global markets.
“With a global market that is doing very differently from one country to another, we have some highly performing regions and others facing greater challenges. Coverpla’s advantage lies in its ability to offset these differences across the various parts of the world, as we operate in many different countries”, explains Sébastien Saussereau.
Two markets stand out positively. France, driven by growing independent companies, and the US, which is experiencing a strong rebound after a difficult 2025.
“We are seeing strong growth momentum in the US, at more than 30%, well above our 2025 and 2024 results in this market”, adds the Managing Director.
However, according to Diepois, the region stretching from “the Middle East to Asia” is “more cautious”. Still, he is pleased with a new partnership in South Korea, which is already delivering “encouraging initial results”.
Segmentation
To address these challenges, Coverpla is deploying its development strategy further at several levels. First, the company is restructuring its sales organization and introducing a marketing approach directly applied to its customers.
“We are implementing a CRM strategy to strengthen our relationships with our customers. It involves a large file that can include up to 600 names a year, with a global database of 7,000 companies. We aim to categorize them so that we can communicate with them in a targeted way and provide tailored solutions based on their businesses. Coverpla works with niche brands, packaging companies, and also contract manufacturers. These are three distinct customer profiles, with different needs and expectations. These tools and the sales restructuring are intended to boost the entire customer portfolio”, says Diepois.
The approach also extends to managing the company’s global network. “We have a dozen partners worldwide, operating either in one or several countries, this way we cover about 30 countries. These sales offices represent Coverpla in their respective markets”, explains Saussereau.
This is complemented by a new investment in market monitoring, with two studies conducted every year by an external consulting firm. Coverpla has two objectives: get insight into market trends, and help customers keep pace with new regulatory, administrative and legal requirements. “Our customers are often small businesses that do not have the resources to carry out monitoring in-house”, the two leaders point out.
Artificial Intelligence and external growth
As for strategic investments, while those made in 2025 and 2026 focused primarily on the company’s cybersecurity, Saussereau sees 2027 as the year when AI will be rolled out, through dedicated agents designed to automate repetitive tasks in both production and administrative operations.
“We already have an augmented reality solution that allows customers and prospects unable to travel to Nice to take a virtual tour of our industrial site remotely, using a headset. The sales conversion rate is significantly higher among those who have had the opportunity to discover the facility this way”, he explains.
“We are also exploring growth opportunities through acquisitions. Several projects are under consideration”, says Diepois.
Refillable solutions
At the upcoming Luxe Pack Monaco show, in addition to showcasing its 2026 new launches, particularly caps, Coverpla will be highlighting an expanded range of refillable products, including bottles, refills and associated connection systems.
Lastly, the company is continuing its management transition. Since September 2024, when a new shareholder group arrived with Geneo Capital Entrepreneur as the majority shareholder, Coverpla has been planning a handover from Diepois to Saussereau.
“We want to help Sébastien take the reins under the best possible conditions”, explains Diepois. “It is a transition that is taking place in a very positive spirit, with the support of Geneo, an impact-driven investment fund with a people-focused approach”, adds Saussereau.
Once this transition is complete, Diepois intends to remain in the group as a shareholder, as his departure from operational management is planned “within the next two or three years”.
