On explaining the company's approach, Berlin says the aim is to rely much more on revenue growth, which means embracing new employees and indoctrinating them to the Berlin culture.
“Some companies rely on slash-and-burn tactics to squeeze out every last dollar of cost synergy, which often means a lot of layoffs and internal stresses," he tells CosmeticsDesign.com USA.
“If we didn’t spend such effort working on building our team, we wouldn’t be growing like we are today, we don’t take anything for granted," he adds.
The chat comes as Berlin acquires packaging supplier Connecticut-based Lerman Container, in an effort to expand its presence in the North-east, the third acquistion for the company in the last three years.
“We see acquisitions as a critical way to bring new talent and ideas into our organization. We are a company of constant evolution, and so we thrive on the energy and engagement that new people bring,” says Berlin.
In 2010, the company acquired Continental Packaging Solutions a supplier of plastic, glass, and metal containers and closures.
Then the goal was to increase its go-to-market strength with more locations, deeper industry expertise, and a broader array of suppliers in an attempt to increase its strength in the US and Asia.
Speaking specifically on this, Berlin says the transaction was successful in both a strategic and financial sense and added 10 percent to Berlin’s size at the time of the acquisition.
“The combined company was indeed stronger in the market, which allowed for us to attract and retain more customers while the deal also delivered an excellent ROI.”
Continental’s strong presence in China has also helped to improve Berlin’s sourcing capacity in Asia.
Overall, the CEO estimates that “by the end of 2012, Berlin’s sales will top $700 million with over 110 packaging consultants and more than 80 sales offices and warehouse locations across North America.”
In the next three to five years, Berlin says the company’s focus is on the fundamentals. “You are likely to see more acquisitions as we partner with other industry leaders, more innovations, services and operations.”
“Everything else will follow,” he concludes.