International greeting card group branches out into tourism industry products
Global greeting card company Pictura Group has announced its second acquisition of the year, adding the takeover of Danish company Trojaborg ApS to the 80% share in Finnish firm Linnapaperi.
And the move announced on Wednesday, 17 December, takes the international greeting card publisher and distributor in a new direction as Trojaborg has developed a strong brand in the production and sale of products for the tourism industry in Denmark since 1983.
Jens Molzen, CEO of Pictura, said: “With this acquisition, Trojaborg ApS will be able to strengthen our position in tourism articles and, at the same time, it will develop both companies by being able to benefit from each other’s strengths and competencies.”
He added that, both firms will continue to be run independently with former owners Mette and Mads Trojaborn staying in the business, while the Danish arm will benefit from Pictura’s network of sales consultants in the country.
“Mette will stay as sales manager,” Jens added, “and, together with Pictura’s sales consultants, will ensure a high level of service for customers. Mads will continue as a product developer and ensure a locally-rooted product portfolio in the future.”
Pictura now operates across eight countries, with a strong presence in its home territory of Sweden as well as in Norway, Denmark, Germany, France, Poland and USA, and its own design studios in America, France and Sweden.
The business is headed up by MD Charlie Wallin, who is based in Sweden and now also chairman of the board at Linnapaperi, which designs and produces greeting cards, gift packaging, stickers, and stationery from its base in Finland.
