Labelexpo rebrands to LOUPE

Andy Thomas-Emans, Strategic Director at the Informa Labels & Packaging Group, explains the thinking behind changing the name of the iconic label show to LOUPE.  

From 2026 Labelexpo Global Series will change its name to LOUPE, with the first show under the new brand name, LOUPE Americas 2026, taking place in Chicago next September.   

The name change reflects the fact that printing technology developed for the labels industry -  inline flexo, digital and hybrid - is now disrupting the wider worlds of flexible packaging and folding cartons.  
 
History 

In its early years, Labelexpo was focused on narrow web converting of self-adhesive labels. Over the next two decades the show diversified into new technologies including shrink sleeves, wraparound and in-mold labels as well as new smart technologies such as RFID. 

Over the last ten years, flexible packaging has become a growing part of Labelexpo.  

This trend began with the launch of the HP Indigo 20000 Digital Press.  

Flexo press manufacturers like Bobst, Omet, Lombardi, Nilpeter and Mark Andy then developed wider presses to handle flexible packaging. Suppliers of laminators started exhibiting; new suppliers like Synthogra came on board to offer short lead-time delivery of flexible packaging substrates. Karlville and Galaxy brought pouch-making machines to Labelexpo. Inks and coatings suppliers demonstrated their flexible packaging systems.  

A survey of exhibitors at Labelexpo Europe 2025 showed that over 45 percent sold their products to both labels and flexible packaging converters. Registration data for Labelexpo Europe 2023 showed fully 40 percent of visitors registered an interest in flexible packaging as well as labels. 

Flexpack to folding cartons 

Now we see a similar trend happening with folding cartons. Registration data from Labelexpo Europe 2023 showed an astonishing 25 percent of show visitors registered an interest in folding cartons, long before folding cartons were promoted at the show. 

What is driving this increasing interest in folding cartons at Labelexpo? 

Firstly, folding carton printers are already visiting the show to look at label technology and to meet co-suppliers; second, label converters are looking at diversifying into folding cartons using the same inline, digital and hybrid technology they are already familiar with; and finally, the bigger consolidated package printing groups service all three sectors - labels, flexible packaging and folding cartons - and are already familiar with the core label converting technologies they find at Labelexpo. 

At Labelexpo Europe 2025 Canon-Edale showed for the first time a flexo press producing finished, printed and decorated folding cartons in a single pass with inline turnbar, foiling, cast&cure holographic decoration and inline flatbed die cutting. It is this inline flexo technology, already familiar to label converters, that has the potential to disrupt the sheetfed offset folding carton industry, which is based on multi-stage production and extensive work-in-progress.  

As with flexible packaging, it is a question of finding the correct applications where inline flexo, digital and hybrid technologies can establish a competitive advantage. This is generally in shorter run, highly decorated, smaller format work. 

Edale was not alone in demonstrating folding carton technology at Labelexpo Europe 2025. Actega, for example, showed samples of barrier coated cartons replacing PE/board laminates and Konica Minolta showed digitally-printed carton samples.   

Industry on board 

With the diversification of Labelexpo into flexible packaging and now folding cartons, the show has naturally evolved into a wider package printing and converting exhibition, though with labels still very much at its core. This led the Labelexpo team to consider a new brand identity to reflect the growing presence of flexible packaging and folding carton converting technology at the show. 

An outside consultancy was tasked with carrying out extensive research into how the label industry, and adjacent sectors, would react to a name change. The outcome was overwhelmingly positive. 

After extensive debate, the name LOUPE was chosen. Why LOUPE? 

The LOUPE is a ubiquitous symbol of precision and quality throughout the labels and package printing industry. It is also a double acronym for Labels and OUter Pack Embellishment.  

To be absolutely clear, the LOUPE rebrand is not competing with general print shows like drupa, or with packaging shows like Fachpack or Pack Expo. It is about taking the core technology developed by the labels industry – inline flexo and rotary offset, digital and hybrid – into new market sectors where there are enormous opportunities for future development.  

You will not see a CI, gravure or sheetfed offset press at LOUPE. What you will see is the existing LOUPE supplier base developing new technology for the efficient and profitable production of labels, short run flexible packaging, and both inline and digital folding cartons.  

Source - LOUPE