VIP was set up five years ago by former owner Marnik Zetteler, and specialises in the promotion and marketing of designer focused papers in the UK and Europe.

"The company is well established with a strong identity and has intimate knowledge of the specifying and print market," said Mannix.

Mannix was formerly managing director of Independent Paper, but left the company in 2002. She had previously worked for rival merchant Premier Paper and joined merchant York & Ford in a "roving marketing role" in February 2003.

Reigate-based VIP sources products worldwide, but mainly from Europe and the US. "We will be concentrating on adding papers with high environmental credentials," said Mannix.

VIP has a portfolio of brands including Crane's Crest, a 100% cotton tree-free corporate communication range.

Crane's Crest is distributed on an exclusive basis through merchant GF Smith. Other brands include Dutchman smooth cover and text range, which is available through Elliott Baxter.

Mannix said she believed there would be areas for the firm to develop its presence due to the continuing consolidation in the industry.

"I believe there will be a number of opportunities where we can work closely with mills, which currently struggle to find an effective route to market through the major merchants."

Story by Andy Scott