Redacción Alabrent
“The mix of personalities provides an exciting fusion of solid experience and a forward-looking approach. Despite a generally sombre market, I look to the future with optimism. With our products we have identified the optimum position in an area that is actually increasing in volume,” says Nils Ringborg, referring to the speciality products Holmen VIEW and XLNT.These uncoated magazine papers are in a segment in which European demand increased by 7 per cent last year, in contrast with the market for coated magazine paper, which fell by 7 per cent, and SC paper, which fell by 4 per cent.
Until recently Nils Ringborg was responsible for the company’s sales but became CEO of Holmen Paper when Henrik Sjölund took over the post of Group President and CEO at the beginning of April. Nils Ringborg is now sharpening the focus of Holmen Paper’s management on sales and marketing. As new executive vice president, Juha Paulin, has overall responsibility for sales and for Holmen Paper’s Spanish operations. Juha Paulin has many years’ experience of leading both large-scale production operations and sales organisations.
“Our key strength is that we manufacture products that are appreciated and there is demand for in the market. We know this because we work in such close proximity to our customers and have a constant dialogue with them. The benefit for customers is clear: our products make our customers’ production significantly more cost-efficient,” says Juha Paulin.
Money to be made on choice of paper
Karolina Svensson, who is responsible for the day-to-day operational sales and marketing work, will be working alongside Juha Paulin. From being a driven business intelligence manager and the person responsible for Holmen Paper’s book paper sales, her role will now include developing customer relationships and sales processes.
“An exciting challenge due to the fact that producers of printed material are under pressure because of poor profitability. At the same time, it means that our customers are actively reviewing their paper choices. This is to our advantage because with our grades, customers can achieve up to 20 per cent greater cost-efficiency,” says Karolina Svensson.
Holmen Paper’s strategy going forward is clear: it needs to offer high-quality but cost-efficient alternatives to traditional printing paper. The virgin fibre from sustainably managed forests gives Holmen Paper’s speciality products high bulk and gloss, allowing customers to choose lower grammages. Publishers and retailers thus save money on both purchasing and distribution.
In addition to its focus on speciality products, Holmen Paper is market-leading in wood-containing book paper and a major producer of newsprint for local markets.
CEO Nils Ringborg comments:
“Our customers will encounter a Holmen with the products and solutions of the future. A key advantage is that we are flexible. We also have a financially solid owner behind us that considers the long term, meaning we have stamina and are quick to adapt thanks to short decision paths. It’s obvious that our competitors are following our example.”