Category: News

Our sourcing team embodies Alexir’s ‘can-do’ attitude, liaising with our network of trusted international suppliers to deliver the wow factor that makes products fly off the shelves.

Packaging projects may seem simple at first, but what starts out as “we need a box for our premium tea”, can quickly turn into a complex logistical jigsaw.

To create the kind of stand out design our clients seek, one single package might need a range of materials, starting with a rigid box or a tin, and adding anything from inserts, to foil lids, ribbons, labels, tissue paper and corrugated outers. Each of these elements comes with its own logistics, fulfilment and partner management. It can be complex and challenging.

But the good news is – we can do it all! We’ve built our sourcing division to take away the headache, managing all of the processes behind the scenes, so you don’t have to.

Alexir is known for designing, producing and co-packing exceptional carton packaging, but our capabilities stretch far beyond what comes directly off the factory floor. If a project needs something outside of our in-house manufacturing remit, our sourcing team gets to work.

 

How do we keep production flowing?

Managing multiple partners across different countries, time zones and supply chains takes organisation, flexibility and a lot of communication. Behind every sourced component is a team managing timelines, transport, technical specifications, approvals and quality control to make sure projects stay on track.

Over the years, we’ve built trusted relationships with an international network of suppliers across the UK, Europe and the Far East. Every supplier is carefully vetted against the standards we expect around quality, reliability, safety and compliance. That means our customers don’t have to take risks on unknown manufacturers or spend time navigating complicated sourcing processes themselves.

Most of the time, customers simply see things arriving when they should. What they don’t always see are the moving parts behind the scenes. Delayed shipments, changing lead times, rising transport costs and global disruption can all impact production, but our sourcing team is constantly problem solving to keep projects moving smoothly.

And when challenges do appear, we don’t disappear into silence. We communicate early, provide realistic updates and find practical solutions quickly. That level of transparency becomes incredibly important when launches, retailer deadlines and production schedules are all relying on stock arriving exactly when promised.

 

It’s not just sourcing, our technical advice is priceless too

One of the biggest advantages of working with Alexir is that we don’t just source products, we help shape better outcomes.

Often, customers know the look they want to achieve, but may not know the best materials, formats or production methods to bring it to life efficiently. Our sourcing team works closely with customers to provide practical technical advice that supports performance, sustainability and commercial viability.

That might mean recommending alternative materials, simplifying a structural design, improving transport efficiency or finding a more cost-effective way to achieve a premium finish. The goal is always to create the best possible result for the customer, not simply the easiest option to source.

As packaging projects become more ambitious, this kind of joined-up thinking becomes increasingly valuable. Luxury presentation boxes, influencer kits, printed tins, pouches, specialist finishes, foil elements and shelf-ready packaging all require multiple components working seamlessly together. Managing that through separate suppliers can quickly become time-consuming and difficult to control.

Alexir removes that complexity by managing the entire process.

 

One smooth operation to manage it all

Across our six divisions, from Alexir Creative to Alexir International, Alexir Partnership can support complete end-to-end design, production, co-packing and delivery of products. Our sourcing team works across divisions managing supplier management, material sourcing, quality assurance, production coordination, shipping logistics and ongoing communication wherever additional materials are required. 

Customers benefit from a more connected process overall, where a concept becomes reality all through one partner and managed without unnecessary handovers or fragmented communication between suppliers.

A great example of this was the launch of the Chopstix retail range.

For this project, Alexir sourced and supplied every packaging component involved, including polypropylene pots, printed sleeves, foil lids and corrugated outers. Once sourced, the products then moved through Alexir’s co-packing division for final assembly before launch into retail.

Rather than the customer managing multiple suppliers independently, Alexir coordinated the entire packaging ecosystem from start to finish.

The result was a smoother process, faster decision making and significantly less admin for the customer.

Packaging projects rarely fit neatly into one category. Brands want bigger ideas, more premium finishes and more creative formats, often at speed. And that’s exactly why Alexir’s sourcing division exists.

Alexir’s turnkey service means that we can either manufacture it ourselves, or if there are elements we can’t, we will source it through our trusted global network and manage the process properly from beginning to end.

Either way, our job is the same: making complex packaging projects feel a whole lot simpler for our customers.

Interested to know more about our capabilities.

 

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We all strive for speed to market – faster launches means getting products onto shelves before the opportunity passes.

So it’s understandable that any ‘extra steps’ in the process feel like they would slow things down. But there is an exception, (especially where Alexir is involved) – and that’s white samples.

 

What are white samples?

 

White samples are physical, 3D prototypes of your packaging, before print is applied. They typically have no branding, no colour, but the structure, format and feel that gives you a tangible product to test. It’s the moment where an idea stops being theoretical and becomes something you can actually hold and assess.

With a white sample you can see how it opens, how it holds the product, whether it feels right in the hand and whether it does the job it’s meant to do on shelf. These are things that drawings and PDFs simply can’t answer properly.

 

Why do white samples matter for speed to market?

With white samples, any necessary changes are caught early on in the process, removing delays later on.

Once you move into full production, changes can become much more costly and halting production can cause severe delay. Carton manufacturing alone can take six to eight weeks after artwork is approved, so if something isn’t quite right at that stage, you’re not making small tweaks, you’re starting again.

White samples allow you to spot issues early, align stakeholders quickly and make decisions with confidence. The faster you can get white samples in front of people, the faster the entire process moves forward, eliminating potential production delays.

 

How can Alexir produce white samples so quickly?

The issue with white samples is that for many brands, sampling isn’t as straightforward as it should be. Design might sit with one agency, print with another supplier, and manufacturing somewhere else entirely. Each step introduces another handover, another interpretation and more time.

So sometimes what should be a quick validation step can easily become a bottleneck. But this is where Alexir approaches things differently.

White sampling isn’t treated as a separate stage – it’s part of our connected in-house creative and manufacturing process, which removes a lot of the usual friction.

Typically, white samples can be turned around in 48 – 72 hours from the point of request (with exceptions for extremely complex designs). That kind of speed makes a real difference, particularly when decisions need to be made quickly. It also means teams aren’t waiting around to move forward. They can review, refine and progress without losing momentum.

 

What is the Zünd cutter?

A big part of that speed comes from our new Zünd cutter, which is an investment we’ve made to allow us to move from concept to physical sample almost immediately, without the need for traditional tooling. 

The samples produced aren’t rough approximations, they’re structurally accurate, giving a clear representation of how the final pack will behave.

Combined with in-house print capability, we make things move even faster, with no need to pass files between multiple suppliers or wait for external production. Everything happens in one place.

White sampling at Alexir isn’t limited to cartons. The same approach applies across a range of formats, including rigid boxes, corrugate outers, pouches, sachets and pots. That flexibility is important, especially for brands exploring new formats or testing different ways to present their products.

It gives you the freedom to experiment properly, rather than being constrained by what’s easiest to produce.

 

How do Alexir white samples improve speed to market? 

White samples, (especially Alexir Partnership white samples), can have a direct impact on how your products get to market. Here’s how we make a difference:

• Immediate physical prototypes, not just concepts

White samples allow brands to hold, assess and sign off real packaging formats early, speeding up decision-making from the outset.

• Rapid iteration using in-house cutting technology

With tools like the Zünd cutter, Alexir can produce multiple format variations quickly. That means ideas can be tested, refined and approved in days rather than weeks.

• Early-stage problem solving before production

Structural, material and packing challenges are identified and resolved during the white sample phase. Fewer surprises later means fewer delays when moving into full production.

• Seamless transition from sample to manufacture

Because design, sampling and production sit under one roof, what’s approved as a white sample is already aligned to real manufacturing capability, with no handover friction.

• Faster customer and retailer sign-off

Physical samples make it easier for stakeholders to visualise the final product. Speeding up internal approvals and retailer acceptance gets products onto shelves sooner.

 

When speed matters, start here

For launches where timing matters, whether that’s seasonal products, retail opportunities or new product development, speed matters. White samples are just one part of the process, but they have a disproportionate impact on how everything else flows.

When they sit within a connected system that includes design, print, co-packing and delivery, the entire journey becomes more efficient. That’s where Alexir, with full creative and production capability in-house, is strongest. 

If reducing time to market is a priority, get in touch to find out more. 

 

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A senior Conservative MP has voiced support for ensuring the UK’s new packaging system works fairly for British businesses, following a visit to Alexir Partnership’s packaging facilities.

Tom Tugendhat, MP for Tonbridge, met with the Packaging Federation at our site to discuss the implementation of Extended Producer Responsibility (EPR) for packaging.

The discussion focused on concerns that elements of the current system risk place disproportionate costs on compliant UK businesses, with knock-on effects for consumers and the cost of living.

 

A threat to the progress of sustainability

Industry representatives also raised concerns that the structure of EPR fees – particularly their basis in weight – may be distorting material choices and, in some cases, reversing previous progress towards more sustainable packaging solutions.

Martin Kersh, CEO of the Packaging Federation, said:

“There is strong support across the industry for the objectives of EPR, but the system must be fair, enforceable, and aligned with how the supply chain operates in practice. At present, there is a risk that responsible UK producers are carrying a growing share of the costs, while aspects of the system may be working against both economic and environmental objectives.”

Our founder and Chairman, Robert Davison, provided a manufacturer’s perspective:

“It is essential that the system operates on a level playing field. We are seeing real cost pressures coming through. The way fees are structured has created unintended consequences running counter to investments we’ve made aimed at achieving improved environmental outcomes.

“Left unaddressed, this risks undermining investment in UK manufacturing, including future growth and job creation.”

 

Packaging policies must be effective, fair and proportionate

Following the meeting, Tugendhat emphasised the importance of ensuring the system works for both the environment and the economy.

Tom Tugendhat said:

“It’s vital that environmental policy is effective, but also fair and proportionate. We need to ensure that the system supports responsible UK businesses, does not add unnecessary pressure to consumer prices, and genuinely delivers the environmental outcomes it is designed to achieve.”

Industry representatives highlighted concerns around enforcement gaps, including the treatment of imports and the potential for misreporting, as well as the interaction of de minimis thresholds with overall system fairness.

The meeting underlined the importance of continued engagement between policymakers and the industry to ensure the system remains both credible and effective as it is implemented.

Anyone who works in FMCG, knows that the journey from idea to shelf can be complex. Bringing a product to market involves dozens of decisions, multiple components and a production process that has to be carefully engineered around each individual product.

 

Most brands who come to Alexir Co-packing fall into two camps:
– They either have huge fixed production lines that are too complex and expensive to halt or change for NPD, or
– They have no manufacturing capabilities at all, but great ideas they want to bring to market ahead of their competitors

 

Both need a partner who can confidently own the whole supply chain. Customers often come to us not knowing if something is possible, or thinking it might be too complicated, but this is where the Alexir Co-packing team comes into force. With our can-do approach and incredible flexibility afforded by our extensive range of production equipment we can create endless production line configurations, rapidly.

 

A fast way to test and deliver new product formats

Alexir Co-packing turns concepts into fully assembled retail products. The process combines engineering, logistics, testing and production planning to ensure every product is packed efficiently, safely and ready for market.

 

Most projects start when a customer approaches Alexir with an idea – either a completely new product, or a new format for an existing product.

 

A typical example is when a manufacturer produces a single product on a highly automated production line, but wants to sell it in a different retail format. Instead of redesigning their own factory lines, they can work with Alexir to create the new configuration.

 

For example, a manufacturer producing single packs may want to launch a value four-pack for retail. The individual products are delivered to Alexir, where the co-packing team designs a production line to assemble and package the new format. The production line is tested to ensure quality and speed of production and once approved, can be used to introduce new formats without investing in expensive new manufacturing lines.

 

Building bespoke production lines to deliver new product formats

One of the most important parts of the process is designing the production line itself.

 

Unlike highly automated factories that produce one product repeatedly, Alexir can build a bespoke production setup for each project. This flexibility allows us to offer thousands of combinations to deliver unique products.

 

As Dom Wing, Operations Director for co-packing, explains:

“Every production line is different. Customers want different things, so we configure the machines and the process around the product.”

 

A typical production setup may include multiple machines working together, such as:

• Feeding systems
• Weighing or dosing equipment
• Pouch machines
• Coding and labelling systems
• Metal detectors
• Cartoning and packing machinery

 

These machines are combined in different ways depending on the product.

 

In some cases, the process may include blending ingredients, filling sachets and then assembling them into a retail kit. In others, the focus may be on assembling multiple finished components into a single retail pack.

 

This modular approach allows Alexir to create production lines that are tailored to each product.

 

Trials and testing the production lines 

Before full production begins, the team runs trials.

 

These trials test:

• How ingredients flow through machines
• Whether packaging materials work effectively
• The speed the line can run at
• The final appearance of the finished product

 

Sometimes this happens under tight deadlines, especially when brands are racing to launch new products.

 

During trials, the team works closely with Alexir’s Packaging and Creative teams. Sample cartons or packaging formats may be tested on the line to ensure they are practical to pack and robust enough for retail distribution.

 

If something doesn’t work, it’s redesigned before production begins.

 

Managing multiple co-packing projects at once

Co-packing operations often run several production lines simultaneously.

 

At Alexir, the facility can run up to seven food production lines at the same time, depending on the resources required for each project.

 

Each line requires careful coordination between:

• Engineering teams setting up machinery
• Production managers running the lines
• Warehouse teams preparing stock and materials
• Quality teams ensuring compliance

 

Behind the scenes, the operations team plans all of this in advance to ensure materials, people and equipment are ready when production begins.

 

Scaling production up or down

Flexibility is one of the biggest advantages of co-packing.

 

While some processes are automated, others involve manual assembly. This is intentional.

 

Automating every process only makes sense when producing extremely large volumes. For many projects, particularly seasonal or limited-run products, manual elements make production more efficient and cost effective.

 

We maintain a core team while working with partner agencies to scale staffing levels up or down depending on production demand.

 

This allows us to respond quickly to customer requirements.

 

Ensuring safety and quality

Despite so many moving parts, food safety remains critical. Production areas are carefully controlled to prevent contamination and manage allergens. Different rooms are used for different types of products, and lines are separated where necessary to maintain compliance with food safety standards.

 

Cleaning procedures are carried out between runs, and swab testing is used to verify that equipment and production environments are safe before production starts again. 

 

Supporting innovation and speed to market

For many brands, co-packing is a way to test new ideas before investing in expensive manufacturing infrastructure. Instead of building a dedicated production line, our flexible production lines allow brands to launch products quickly and see how they perform in the market.

 

“It’s a way for brands to get to market very quickly without having to invest in a huge amount of capital,” says Dom.

 

If a product becomes a long-term success, brands may eventually bring production in-house. If not, they can continue producing through Alexir without the financial risk of building their own production line.

 

This approach makes co-packing a powerful cost-effective tool for innovation.

 

Turning ideas into retail-ready products

From blending ingredients and filling sachets to assembling kits and packaging finished goods, Alexir Co-packing handles a wide range of production challenges.

 

But our vast arsenal of machinery, experienced operators and integrated support from the wider Alexir Partnership, ensure brands can move from concept to shelf faster and more efficiently.

 

Behind every product is a carefully engineered process designed to make it work.

 

So why use Alexir Co-packing?

To break it down, there are 6 core reasons that brands use Alexir Co-packing, rather than internal production lines or other Co-packing facilities…

 

• Speed to market

New formats and products can be developed and launched far faster than building new manufacturing lines. In some cases, projects move from concept to production in just a few months.

 

• Cost-effective innovation

Instead of investing in expensive equipment, brands can test new products in the market first. If the product succeeds, they can scale up later.

 

• Flexible production

Each project is built around the product using a wide range of machines and processes to create the ideal production process. 

 

• Bespoke formats

From meal kits to value packs, our turnkey Partnership structure and ‘can-do’ attitude allow brands to create new shelf-popping retail formats in one smooth operation. Where there’s a concept, we can create it.

 

• Scalable production

Our factory typically runs 12-hour shifts, with the ability to add night shifts when large orders need to be completed quickly.

 

• True operational agility

With multiple production rooms, experienced engineers and flexible staffing, we can adapt quickly to changing customer needs.

 

 

Want to explore what’s possible?

If you’re looking to bring a new product to market, we’re ready to support you.
With incredible flexibility afforded by near-endless production line configurations, and a ‘can do’ attitude, we can help you to deliver stand-out products to the shelves quickly, without breaking your own production lines or investing in expensive equipment. Get in touch to get started

 

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At Alexir Partnership, sustainability isn’t layered on at the end. It’s part of the foundation of each project we enter and shapes how we design, source, test and manufacture packaging.

Sustainable design is complex. It requires balancing functionality, recyclability, food safety, legislation and commercial viability. It demands technical knowledge, responsiveness and the confidence to challenge existing norms. But where there’s a will, we’ll find the way.

 

Considerations for sustainable packaging design

Designing sustainable food packaging comes with real technical constraints.

 

Reducing plastic

Cuan, our Technical Sales Manager explains:
“The biggest challenge is the plastic content in the products. We try as far as possible to limit or reduce the amount of plastic, while still keeping it a functional pack.”

In many food applications, particularly modified atmosphere packaging, plastic plays a critical role in maintaining shelf life and preventing gas leakage. Reducing plastic content cannot compromise product integrity.

Legislation also shifts quickly. “Previously the plastic content could be under 10% to be considered kerbside recyclable. But they’re soon to reduce it to below 5%,” Cuan explains.

A single regulatory change can alter the recyclability status of a format. Sustainable packaging design therefore has to be agile and forward-thinking.

 

Product visibility

Visibility is another key consideration where retailers and consumers often want to see the product. But larger windows increase plastic usage. Our teams regularly advise on reducing window size and increasing recycled content, but where windows are essential, we’re constantly watching and testing advancements in organic materials that could one day replace plastic altogether.

We know that our clients are on the constant look out for sustainable solutions, with high-volume searches on search engines for sustainability including:

 

• Plastic free packaging
• Paper food packaging alternative
• Compostable packaging UK
• Biodegradable food trays
• Cardboard instead of plastic packaging

Our aim is to deliver on each of these points. We’re making great inroads…

 

Halopack: reducing plastic without sacrificing performance

Alexir is Halopack’s sole UK partner and we’ve worked with Halopack since 2015, holding a close relationship with the global Halopack network.
Halopack offers a huge sustainability win for brands. As Cuan summarises:

“It’s 90% recyclable, so once you remove the film, the bigger part of the packaging just goes straight through the recycling process.”

 

Regulatory changes in sustainable packaging

Recyclability depends not only on material composition but also on regulatory thresholds. The upcoming changes reducing the plastic content limit from 10% to 5% will present new challenges, particularly for ovenable packs, where film can bond to board at high temperatures.

Rather than retreat, we’re currently working directly with film producers to reduce plastic content further while maintaining modified atmosphere functionality. This includes testing on a current project that has reduced plastic content below 5% while retaining performance.

Innovation is strengthened through collaboration. Through the Halopack global portal, technical learnings and trial data are shared internationally.

“We actually have an online portal where we share information, we can share our learnings and hear about successes from around the world that we can replicate.”

This shared innovation network ensures UK clients benefit from global insight while contributing to wider industry progress.

 

StackPack: expanding sustainable formats into snacking

StackPack is another card-based product. It was originally developed for the fresh produce market and we’ve worked with this format for the release of breakthrough products such as Boombites, a hybrid of the grape entering the ‘superfood’ market.

We’re working with brands to deliver this innovation into the wider snacking market, replacing more plastic-intensive alternatives with carton formats. This includes partnering with Marks & Spencer as they advance their own sustainability goals, and supporting Tesco in transitioning snacking sausage rolls and pork products into cartons, helping to remove plastic from the market.

With the right partners, sustainable packaging formats can scale beyond niche applications into mainstream retail categories.

 

Moving away from forever material

Reducing plastic is only part of the equation. Replacing it responsibly is equally important.
Alexir is actively seeking alternatives to long-lasting synthetic materials. One current development involves a starch-based coating created with an innovative supplier.
This coating:

• Is applied during the print processActs as a moisture and grease barrier
• Contains no plastic
• Is fully recyclable and dissolvable

As Cuan explains:
“It’s almost like an ink – it’s a coating that just seals and there’s no plastic whatsoever. It’s 100% recyclable.”
And because sustainable innovation must perform technically as well as environmentally, all materials are independently tested for compliance with food contact regulations including EC 1935/2004 and EU 10/2011.

From concept to credible prototype

One thing that sets Alexir Partnership apart when it comes to sustainable packaging design is our ability to deliver fully branded prototype packs within a week. Where once clients were presented with unprinted board mock-ups, Alexir now produces fully branded prototype packs in as little as seven days. These prototypes reflect the final in-store appearance and allow brands to assess structure, branding and format in realistic conditions.

“We can basically give you a finished looking product within the week… it’s what you will see in-store.”

This capability is powered by the integration of creative, pre-press, print and co-packing expertise within the business and enables brands to trial sustainable packaging formats quickly and refine before scaling.

 

Proven in practice

Our Itsu case study demonstrates how structural redesign can deliver both environmental and commercial benefits. It is a clear example of how creative packaging engineering and sustainable thinking work together.

View Case Study

 

Want to explore what’s possible?

If you’re looking to reduce plastic content, trial plant-based coatings or develop carton-based alternatives, we’re ready to support you.
Our integrated creative and manufacturing capabilities allow us to design, test and develop sustainable packaging solutions that perform in the real world. Contact us to discuss what is possible.

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For a long time, the packaging and co-packing sector has looked and acted much the same – conservative and constrained. But over the last five years, Alexir Partnership has been evolving… 

Becoming employee-owned in 2019 was a defining moment that reshaped not just the ownership structure, but the mindset of the business. Alongside that shift came a clear five-year strategy: to establish Alexir as one of the UK’s leading independent players, offering a genuinely end-to-end service from design to delivery.

Stepping into a class of our own

In this time, we have changed fundamentally in ownership, ambition, capability, and culture. The earlier version of the business was primarily known for cartons and co-packing. Alexir today is much broader, more joined up and deeply collaborative, with the capabilities of creative development, sourcing, manufacturing, co-packing and delivery all within one slick establishment.

So in 2025 we embarked on an ambitious rebrand, not to reinvent for the sake of it, but to align and showcase our unique proposition – a brand that has set and achieved bold ambitions, strengthened our capabilities and elevated to a class of our own in the sector. 

We wanted the new brand to:

• Align how Alexir looks with how it works
• Align perception with reality
• Give customers, partners and prospective collaborators a clearer view of what Alexir really is today and where it is heading next.

The result is a vibrant visual and messaging approach that redefines Alexir Partnership’s place in the sector, while better supporting clients’ needs through clearer communication across all digital and physical platforms.

Jeremy Keable, Alexir Partnership Managing Director explains: 

“The rebrand marks the beginning of Alexir’s next phase, finally reflecting its true capabilities. For years, Alexir’s reputation has been strong, but narrow: known as a “packaging company”, or a “co-packer”. But the reality now is much greater. Alexir works with brands and retailers facing complex commercial challenges: category expansion, new product formats, fixture disruption, and operational constraints that cannot be solved by shaving pennies off packaging costs”. 

“We are the experts trusted by some of the biggest brands in the world to deliver high quality, innovative and reliable solutions. The new brand reflects the scale of thinking, the commercial problem solving, or the partnership approach that defines how Alexir works day-to-day”.

“Our Partnership Values extend beyond our colleagues, to our Customers.  We look to develop a lasting Partnership with our Customers, by understanding their business needs and working together to develop their products.  In doing so we strive to give you high service levels and support so you can focus on your business and its growth”.

 “Alexir is a special place to work, and a special Business to work with”.

Delivering confidence, clarity, and credibility before first contact

In a market where buying journeys now start online, often late at night, long before a first conversation, that gap mattered.

Today’s buyers do not pick up the phone to ask what you do. They research, they explore, and they assess credibility before contact. The way you show up online matters just as much as how you show up on the shelf.

The new Alexir brand is a full identity across digital and physical assets designed to meet that reality head on: a new website designed around our clients’ needs, stronger articulation of services, and a bold visual identity that signals the innovation, confidence and competence that comes with decades in the field.

It is a brand that says:

• We understand complex problems.
• We work across disciplines.
• We are serious about outcomes, and enjoyable to work with too.

Defined by our difference

Alexir did not set out to look different for the sake of it. The truth is, the partnership is different – it’s completely unique in structure, in culture, and in how it partners with clients. The new brand, both visually and in narrative, reflects that in a number of ways.

From the outset, the creative direction was shaped by one simple idea: ‘Stand Out’. Not as a slogan designed to grab attention, but as a reflection of what Alexir is – a unique and bold player in a market that can otherwise be defined as beige. Stand out also signifies what Alexir does every day – helping brands stand out on shelf, in category, and in increasingly competitive markets.

Proud to stand out

This brand overhaul refresh is a revolution, not to become something new, but to be seen properly – as a business that has evolved, matured, and earned the right to stand confidently in its space, as a partner that brings together creativity, capability and commercial nouse, and as a team that takes its work seriously, without taking itself too seriously.

So now we present the Alexir Partnership of today – proud to Stand Out.