Skier. That’s what Jyrki Narinen intended to become before he got into graphics. You can still see the new reinforcement of the board of Pyroll Packaging on ski tracks, but dreams of a cross-country skiing career have made room for business leadership and professional management.

After abandoning cross-country skiing Narinen has founded and sold several graphics businesses and worked for over ten boards. Two years ago he left the deputy executive directorship of Grano and decided to say goodbye to the entire field of graphics. For a couple of years Narinen acquainted himself with different start-ups and looked for sector with special potential. A research trip to new areas brought forth a surprising realization: the graphics sector has plenty of untapped possibilities.

The entire world under a paintbrush

In September, Narinen founded his new company Coloro and his new main job is to be its executive director. Coloro is a graphics business with a strong emphasis on digitalization and is especially focused on physical meeting points and maximizing their effectiveness. Since its first meters Coloro’s goal has been to become international and it is willing to take its bite from the billion dollar cake of international graphics.

The printing press is generally considered to be a field on the wane, although at the same in Europe this field has witnessed unexampled growth stories. Two of the leading print companies have grown billions of euros in the 2010’s, but the new ways of operating and the possibilities of digitalization have not been seized in Finland. There are many opportunities especially in the area of export, and this is why Coloro has set its sights far from the borders of Finland.

“The Finnish graphics industry has possibilities in export. In our neighboring country Estonia most of the business in graphics comes from export, but in Finland we have not seized this possibility,” describes Narinen.

Packaging is the interface of the future

A bit far out, but also comfortably close. This is how Narinen sees the field of packaging, which has many connections to the printing press. Challenges and opportunities are the same in these sections and this is the understanding Narinen brings with him to Pyroll.

Narinen speaks of packaging as an interface. In the simplest terms, an interface has to be so good that it stands out positively from those of competitors on the store shelf. When digging deeper, an interface can give you customer knowledge, data and the possibilities that arise when you combine traditional packaging with the digital. Packaging as interface enables to calculate the analytics and conversions, which leads to using digital services.

The digital is what made Narinen excited to take the position in the board of Pyroll Packaging.

“I’m interested in Pyroll because I can see that huge leaps can be made in using digitalization in business,” Narinen explains.

The future Pyroll is in the innovation business

A powerful vision of sales, business development and practical knowledge of the sector is what Narinen brings to Pyroll, in addition to digital know-how. This long-view entrepreneur borrows practices and ideas from the world of start-ups, which is a different environment than Pyroll, but can still offer many noteworthy thoughts to our business.

“We in the packaging sector should start thinking how to evolve this sector. It is a big challenge to shape it into a fresh, innovative business culture that fosters creativity,” Narinen admits.

Robust machines will crank out packaging in the future, but with innovativeness and courage the sector can be made interesting also in the eyes of the new generations. Recruiting is also something Narinen wants to emphasize. The doers of the future are different from the professionals of the past. Narinen calls them the packaging artists of the future who focus their professional skills on customer centeredness and shaping their service.

Narinen thinks the future of Pyroll is interesting and full of possibilities. In ten years he believes Pyroll will be a market leader in Finland. The success of the future is built from these: courage, understanding our customers, making the most of digitalization and an ability to reshape:

“In ten years Pyroll will have moved from traditional industry into the field of innovation and inspiration,” Narinen describes.