On the opening day of Labelexpo Europe 2025, Labelexpo Global Series announced its decision to rebrand Labelexpo. Starting in 2026, the global trade show will now be known as LOUPE. 

The move is surprising in some ways and unsurprising in others. The Labelexpo brand brought with it nearly a half century of storied success. Labelexpo was established in 1980 with the inaugural Labelex 80 in London. What originated with 44 suppliers saw the Labelexpo portfolio of events welcome more than 125,755 visitors and occupied 140,919 square meters of space over the last two years. The Labelexpo events certainly did not lack popularity.

The decision to rebrand is unsurprising, however, given the fact the show expanded its product offerings to flexible packaging and folding cartons in 2025. Meanwhile, L&NW’s Steve Katz predicted the move in a recent column, wondering whether a rebrand might make sense, given the inclusion of products beyond labels. He was spot on. 

A lot went into the decision, too. According to Labelexpo Global Series, data from Labelexpo Europe 2023 illustrated 40% of show visitors registered with an interest in flexible packaging. Another 25% logged interest in folding cartons. Over 25% of exhibitors at Labelexpo Europe 2025 brought portfolios that reach across the label, flexible packaging and folding carton sectors.

Therefore, show organizers opted for LOUPE, which stands for “Labels & OUter Packaging Embellishment.” The name still reflects the importance of labels while acknowledging the growth and importance of segments outside of the main one. The reaction, both from trade media and industry members, was mixed. The Labelexpo brand brought with it a lot of name cache. Many attendees have spent their entire careers attending Labelexpo. 

Storied success is not limited to trade shows, though. L&NW’s October issue once again serves as a spotlight for Companies to Watch. Here, we take a deep dive into some of the converters making an indelible mark on the label and package printing industry. Turn to page 54 to learn more. 

Whether looking at events or growing companies, no one can accuse the industry of being stagnant. In fact, label and package printers are creating their own legacies – with investments into new technologies and capabilities. And many of the recent L&NW Companies to Watch have been lauded for their willingness to change, especially as new technologies present themselves. Automation, AI, digital printing, and sustainability, to name a few, have helped propel numerous converters into new successful chapters. As a society, change is not always easy, but we often grow quite accustomed to it. Labelexpo, now LOUPE, is following a similar path. The next course of our industry’s history will be fascinating to watch unfold.

Greg Hrinya, Editor

ghrinya@rodmanmedia.com