Smurfit Westrock CEO outlines merger-driven push for operational efficiency

USA – Laurent Sellier, CEO of Smurfit Westrock North America, has shared key details on the integration progress following the US$10.7 billion acquisition of WestRock by Ireland-based Smurfit Kappa in July 2024. 

With over 30 years at Smurfit Kappa in Europe, Sellier took the helm of the Americas division in October 2021, initially focusing on Latin American operations. 

The merged entity now operates about 305 sites across North America, a vast expansion that demands hands-on adaptation.

In a recent interview, Sellier explained that his priorities remain steady post-merger, centering on stabilizing core elements before advancing further. 

He emphasized putting “the house in order” through basics like on-time delivery and quality control, particularly in corrugated and consumer packaging segments dominant in the U.S. market. 

“The best way to energize and identify strategic opportunities is to go to the operations,” Sellier said, describing his intensive 2025 tours of U.S. facilities to foster direct engagement.

Sellier highlighted stark contrasts between North American and European markets. 

In Europe, Smurfit Kappa long favored a decentralized structure, treating each box plant and paper mill like an independent unit while prioritizing collective goals through collaboration. 

North America, under WestRock, leaned toward centralization, shifting responsibilities in areas such as HR, finance, and even production away from sites, turning plant staff into asset administrators. 

The company now adopts an “owner-operator” model, decentralizing most functions to keep teams close to daily realities. 

Centralized purchasing, however, stays in place to leverage scale for better deals.

This shift supports broader efforts in sustainable packaging, where the merger enables shared expertise in fiber-based solutions. 

In May 2025, Smurfit Westrock released its inaugural sustainability report, detailing use of renewable materials and circular models. 

Chief Sustainability Officer Garrett Quinn noted in a statement that paper-based packaging inherently supports environmental goals, with the firm securing over 100 awards for innovative designs last year. 

The report also covered US$2 billion raised in green finance to fund eco-friendly projects.

Financially, the integration shows results. First-quarter 2025 net sales hit US$7.66 billion, up sharply from prior-year levels, driven by gains across segments including North America.

President and CEO Tony Smurfit attributed this to structural enhancements post-combination.

To optimize capacity, the company shuttered over 500,000 tons of paper production in the region and closed two converting facilities, while investing US$19.3 million to expand corrugated operations in Saltillo, Mississippi, set for completion by October 2026. 

Sellier described the move as a commitment to enhancing manufacturing value. 

Additionally, in January 2025, the firm rebranded its distribution arm, Victory Packaging, to Smurfit Westrock Packaging Solutions, expanding services in supply chain and logistics across 65 sites in the U.S., Canada, and Mexico.

Looking ahead, Sellier indicated the decentralized approach will drive long-term effectiveness in delivering sustainable, customer-focused packaging. As demand stabilizes, these step

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