When we think of startups, we often picture sleek offices in trendy neighbourhoods with motivated teams innovating at breakneck speed. But what if I told you a print business could evoke the same energy? Stepping into James Nilles’ etikett.de, I felt the same kind of electric buzz you’d expect from a tech startup. This wasn’t your grandpa’s print shop—this company had taken the essence of startup culture and infused it into every aspect of its operation, from leadership to marketing to sustainability.

Weekly Synergy: Leadership and Collaboration

At the heart of etikett.de’s success is its leadership team — a group of 10 team leaders who meet weekly, not just to touch base but to collaborate. Each department, whether it’s customer service, prepress, production, or online marketing, depends on the others. Delays in one area ripple through the entire operation, so these leaders don’t just work together — they rely on each other. This level of interdependence fosters a kind of synergy you don’t often see, ensuring that the company moves forward as a cohesive unit.

Here’s how the leadership team breaks down:

1. Customer Service
2. Prepress
3. Production
4. Online Marketing
5. Graphic Design
6. Satellite Shops (honeystickers.com)
7. IT
8. Finance
9. HR

Marketing Over Sales: A Modern Approach to Growth

In many companies, a robust sales team is the engine that drives growth. Not at etikett.de. Here, they’ve taken a different route, betting big on online marketing as the primary driver of sales. With a dedicated seven-person marketing team, they’re less about cold calls and more about creating a digital presence that pulls customers in. Their approach is simple but powerful: attract customers through smart, targeted marketing, and then rely on their exceptional customer service team to handle the specifics. If a client needs something unique or a little extra, customer service is there to smooth out any wrinkles. It’s a model that feels very much in line with the startup ethos—lean, efficient, and focused on what works.

Embracing Mistakes: The Startup Spirit of Learning on the Fly

One of the hallmarks of a great startup is the ability to learn on the fly, to take mistakes and turn them into opportunities. At etikett.de, this mindset is alive and well. When something goes wrong — or just could be better — they don’t just fix it; they find a way to make the process fun, even celebratory. It’s not uncommon to see the team turning a near-miss into a reason to laugh, learn, and improve. This attitude, this willingness to embrace the journey, warts and all, is what sets them apart.

Specialization as Strategy: Finding Their Niche

etikett.de’s success is also rooted in their ability to specialize. Like many startups, they’ve found that focusing on niche markets — like honey labels through honeystickers.com or specific labels for different countries — allows them to dominate those spaces. Starting young has its advantages; they’ve been able to grow alongside the market, making mistakes and learning as they go without the burden of a legacy to weigh them down. Managing different domains for each label company might seem complicated, but it’s this very specialization that has allowed them to excel.

Global Collaboration: A Team Without Borders

Another startup-like trait at etikett.de is its global approach to development. With a team of ten developers, seven based in Germany and three in India, they’ve adopted a borderless mentality that’s crucial in today’s interconnected world. These developers constantly refine the company’s internal systems to ensure that each department, especially prepress, is seamlessly integrated. This global collaboration is another way etikett.de stays ahead of the curve, always innovating, always improving.

Sustainability at the Core: Green Initiatives and Future Plans

In the startup world, being green isn’t just a nice-to-have — it’s a must. etikett.de has taken this to heart. The company boasts eight charging stations and ten electric cars, a clear commitment to sustainability. But they’re not stopping there; their next building project is set to be powered by solar panels, reducing their carbon footprint even further. Sustainability isn’t just a buzzword here; it’s a core value that’s integrated into their long-term strategy.

A Motivated, Diverse Workforce: The Pulse of etikett.de

Walking through etikett.de, one of the first things you notice is the diversity and energy of the team. With 50% of the workforce being women, the company has created an environment that’s as inclusive as it is dynamic. The open offices foster collaboration, while KPIs keep everyone focused and driven. And when those KPIs are met, the rewards aren’t just financial — they’re motivational, inspiring the team to keep pushing the envelope.

Work Hard, Play Hard: The Importance of Team Building

But it’s not all work at etikett.de. In true startup fashion, they know how to unwind and build camaraderie. Whether it’s a team-building event on a boat with wine, office games, or a beach volleyball tournament, these activities aren’t just fun — they’re essential to maintaining the company’s vibrant culture. Events like these, whether during a summer party or a Christmas celebration, help keep the team motivated and united, ensuring that the company doesn’t just grow but grows together.

Print Can Be Alluring

By blending the innovative spirit of a startup with a deep commitment to sustainability and a focus on specialization, etikett.de has redefined what it means to be a print business in the 21st century.

Their approach to marketing over sales, their celebration of learning from mistakes, and their global collaboration efforts all contribute to a company that feels as dynamic and forward-thinking as any tech startup.