Kind of very big label (or, sometimes, specially printed sheet of paper) for wrapping up (initially) 144 matchboxes (dozen packs of dozen boxes). Later the name was adopted for the wrappers with 100 boxes (10 pack of 10 boxes). Often used for half gross and 50 boxes wrappers.
"A printed sheet intended to wrap a gross packet - a packet containing several packets of matchboxes. The term is derived from a packet containing a total of 1 gross (1 gross = 12 dozen = 12 x 12 = 144) matchboxes. The most common configurations are: gross packet - twelve dozen packets (12 x 12 = 144); hundred packet - ten ten packets (10 x 10 = 100); half-gross packet - twelve half-dozen packets (12 x 6 = 72)." (definition from the BML&BS site)
Equvivalent Russian term Ãðîññ