Part of a series:
Inside the Specialist Departments
Connecting the physical label to data and digital experiences
A Conversation with Nilörn’s Business Area Manager for RIS, Martin Arvidsson.
Welcome back to Inside the Specialist Departments, a series that highlights the people and the expertise behind the labels. In this feature, we take a closer look at how Nilörn’s Retail Information Service (RIS) department adapts to digital transformation – helping clients become more fit for the future by connecting physical products with digital experiences.
We spoke with Martin, Business Area Manager for RIS, about his 25-year journey at Nilörn, the evolution of digital data solutions, and how technology continues to transform the way brands communicate.
From System Developer to Business Area Manager
When Martin joined Nilörn in the year 2000, it was, as he says, “a bit of a coincidence.” With a background in IT and systems development, and fresh from a few years in the tech field, branding and labelling were unfamiliar territory.
“I had little to no insight into branding, packaging and labelling,” he recalls.
“But I got a good impression of the company – and there was an interesting challenge to automate variable data processing and label production.”
That challenge soon became a long-term journey. What began as a solo and technical role gradually evolved over the years.
“In 2000 I was the only one working on variable data processing and client data integrations. Over time, as we launched our web order system, the team grew.
“What’s most rewarding is seeing how our area has developed – not just in what we deliver, but also in how we work together as a team and across teams within Nilörn.”
Technology and teamwork at the core
Today, Martin leads the RIS business area with overall responsibility for Nilörn’s offer within variable data and digital labelling solutions. His days are a mix of development, collaboration, and client discussions.
“I make sure we have an attractive offer within RIS and that we keep improving it together as a team,” he explains. “I’m also involved in meetings with clients as an expert in our digital solution, Nilörn:CONNECT™.”
For Martin, what makes the work rewarding is its mix of problem-solving and practicality. “We get to offer efficient variable data solutions for things brands often want to spend as little effort on as possible,” he says, smiling. “That’s where we can really add value.”
Right now, one major topic is the Digital Product Passport.
Collaborating – with shared goals and purpose
As technology, legislation and sustainability goals continue to evolve, so does Martin’s team. “We keep track in different ways – both internally and through external networks,” he explains. “Right now, one major topic is the Digital Product Passport. The detailed requirements for textiles are still to come, and something we’re following closely.”
The RIS team works across many functions within Nilörn – from sales and production to IT, compliance and sustainability. “We act as technical sales support for the sales teams when it comes to variable data labels and digital solutions,” Martin says. “We also provide our production teams with solutions for efficient processes and work closely with IT and compliance.”
They are also introducing AI where it can add real value. “We’re implementing AI for suitable tasks, for example to improve efficiency and quality control,” Martin adds. It’s another step towards working smarter while keeping people and collaboration at the centre.
Exploring what’s next – connecting information and experience
Looking to the future, Martin’s focus remains on developing Nilörn:CONNECT™ and exploring the potential of digital labelling.
“Digital labelling is very exciting – I’m sure we’ve just seen the beginning of this journey,” he says. “It’s not only about fulfilling current or upcoming regulations, but also for brands unlocking a channel for long-term communication and value-added services for consumers and other stakeholders.”
The next step for Nilörn:CONNECT™ is already on the horizon. Within the platform, a new feature is being explored to make product interaction even more direct – where consumers can “talk” to their garments.
The idea connects AI with product and brand information, turning static data into live conversations. It’s an interesting step in bridging physical labels and digital transparency in a more intuitive way. As Martin puts it, ”It’s about making information easy to access and genuinely useful – both for the brand and the end consumer.”
This article is part of our series highlighting Nilörn’s specialist departments. Next time, we’ll share more insights from across our organisation.
