From Hidden Manufacturer to Global Pipeline
How 5 Blocs built a global sales pipeline across retailers, wholesalers, and distributors for a 100-year-old Malaysian balloon manufacturer, in under 12 months.
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Pipeline Value
Active opportunities
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Reply Rate
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Fortune 500s
Executive meetings secured
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Time to Results
Zero to global pipeline
When Everts became independently owned in 2024, they had a century of manufacturing excellence, 5 million balloons produced daily, and almost no direct relationships with the buyers who could scale their business. 5 Blocs changed that.
Everts is one of the world’s largest latex balloon manufacturers, operating out of Melaka, Malaysia. They produce over 5 million balloons daily (1.8 billion annually) with ISO 9001, ISO 14001, FSC, and EN71-12 certifications, and an in-house Nitrosamines test lab that most competitors cannot match.
For decades, Everts operated inside conglomerates including Party City, Amscan, and Wonder Group. When the group went into administration, Everts’ Managing Director acquired the business alongside Blandford Capital, a London-based private equity firm. The result: world-class manufacturing capability, a UK holding company structure, and a sales pipeline that needed to be built from scratch.
The Challenge
Built to Supply the World. Unknown to the World
Everts had the manufacturing credentials of a world-class supplier. The problem was that nobody outside their existing relationships knew it.
Their digital presence was built around former parent companies — Amscan, Party City, Wonder Group — leaving global buyers confused about who Everts even was as an independent business. There was no positioning, no messaging that reflected their true scale, and no reason for a Fortune 500 sourcing team to take them seriously. A century of manufacturing excellence was effectively invisible online.
Global sourcing teams couldn't find them. And when they did land on the site, nothing told them why Everts deserved a place on their vendor shortlist.
That's Where We Came In
The brief to 5 Blocs: build the commercial identity, the digital infrastructure, and the sales pipeline that Everts' manufacturing capability deserved — starting immediately.
What We Did
Phase 1: Digital Rebuild
Before a single outreach email was sent, we rebuilt Everts’ commercial presence from the ground up. We gave Everts a voice, a narrative, and a digital home that finally reflected what they actually were: one of the world’s most capable latex balloon manufacturers, operating independently and ready to supply the world’s biggest retailers directly.
The new everts.com.my was built for one specific audience: senior sourcing and procurement managers at global retail chains.
- Repositioned Everts as an independent world-class OEM partner — shedding legacy group associations entirely and establishing a clear, standalone brand identity.
- Built the brand narrative around scale and capability: “5 Million Balloons Daily. One Global Partner.”
- Created dedicated compliance and certification pages covering ISO 9001, ISO 14001, EN71-12, and Nitrosamines — the exact credentials enterprise buyers verify before approving a new vendor.
- Implemented behavioral lead intelligence tracking to identify high-intent visitors by the specific pages they engaged with, enabling personalised outreach before a prospect ever filled out a form.
Phase 2: Executive-Level Outreach
5 Blocs ran two parallel tracks simultaneously. The first targeted senior decision-makers at global retail chains — CEOs, Chief Merchandising Officers, and VP-level sourcing heads — going above the standard procurement layer to generate warm internal referrals.
The second targeted wholesalers and distributors across Europe, Australia, the Americas, and Southeast Asia, identifying companies already buying from competitors and positioning Everts as the superior alternative on price, compliance, and supply reliability.
5 Blocs managed the entire funnel throughout — from first contact to facilitating executive introductions, handling objections, and coordinating sample requests and compliance documentation on behalf of the client.
Results
Retail accounts are anonymised at this stage of engagement. Full details shared upon request. Wholesale and distribution accounts are named.
| Company | Market | What Happened |
|---|---|---|
| Retailers | ||
| Global Retailer A Top 5 US Mass Retail |
USA | CEO-level presentation delivered to senior leadership. Strong alignment on supply capability led the retailer to expand scope — inviting a full commercial proposal covering their core balloon category. |
| Global Retailer B Major US Arts & Crafts Chain |
USA | Executive outreach triggered a chain of internal referrals, leading to confirmed introductions at SVP and VP Sourcing level. Retailer is actively exploring non-China supply options. |
| Global Retailer C Top 10 US Mass Retail |
USA | Outreach to Chief Merchandising Officer resulted in a direct internal referral to their regional sourcing team. Category presentation requested. Active dialogue underway. |
| Global Retailer D Major Scandinavian Retail Co-op |
Norway | High-intent website behaviour — 8+ minutes across safety and certifications pages — identified through behavioural tracking before any form submission. Converted into a booked discovery call within days. |
| Global Retailer E Major Australian Mass Retail Chain |
Australia | Existing indirect supply relationship identified and leveraged. Direct dialogue initiated to explore removing the distributor layer — improving margin for both parties. |
| Wholesalers & Distributors | ||
| Major Australian Balloon Distributor | Australia | Re-engaged a key distributor that had previously gone dormant. Actively evaluating Everts as an alternative supplier following reliability concerns with their current source. EN71-12 and nitrosamine compliance confirmed. |
| Leading Polish Party Goods Distributor | Poland | Market leader across Poland: 100+ franchise stores, exports to 24 countries. Executive outreach converted into a senior-level discovery call within days. Pricing proposals submitted and commercial negotiations underway. |
| Central-Eastern European Party Goods Distributor | Poland | One of the region's leading B2B party goods distributors. Discovery call secured. Active pipeline in progress. |
| Major Australian General Merchandise Supplier | Australia | CEO-level engagement initiated. 20-product evaluation package requested — actively assessing Everts as a new supplier. |
| Latin American Party Goods Distributor | Chile | General Manager engaged. Formal quotation requested for the Latin American market. |
| South African Gift & Card Distributor | South Africa | Managing Director engaged directly. Catalogue and price list requested for potential distribution across Southern Africa. |
By the numbers
0 m+
Pipeline Value
Active opportunities
0 %
Reply Rate
VS 3%-5% industry average
0
Fortune 500s
Executive meetings secured
0 months
Time to Results
Zero to global pipeline
How 5 Blocs Work Differently
Most agencies hand over a list of contacts and call it lead generation. 5 Blocs manages the entire sales development function (from digital infrastructure to executive introductions) so clients focus on their core business while we fill the pipeline.
- We build before we outreach. Most agencies conduct outreach before their client is ready to be found. We don’t. Before a single message goes out, we make sure your commercial identity, positioning, and digital presence can withstand the scrutiny of a Fortune 500 sourcing team.
- We go to the top. CEOs, COOs, and Chief Merchandising Officers respond and refer internally. Junior buyers rarely move fast enough to matter.
- We use behavioral intelligence. When a senior sourcing lead spends time on your certifications page, we know, and our follow-up reflects exactly what they were evaluating.
- We run the whole funnel. First email, objection handling, meeting facilitation, and executive introductions. Our clients show up to warm conversations, not cold pitches.
- We work all channels. Retail. Wholesale. Distribution. We identify where the fastest and highest-value opportunities sit for your specific product — and pursue them in parallel, not in sequence.
