FinNero's dog products continue to conquer the world

- New CEO Minna Virmajoki strengthens export boom

FinNero, a pet product manufacturer from Seinäjoki, set out to find a customer relationship manager for company growth. Minna Virmajoki was such a good candidate she was named the new CEO.

Minna Virmajoki, who started as CEO on the first of September, strengthens FinNero's international know-how. Tarja Keen, who is the company's shareholder and chairman of the board, is satisfied, as more and more countries are constantly joining the cooperation network. The latest agreements have been signed with Austria and Germany - new openings are expected in the near future.

It's great that we got such a high-level player among us. Minna is an experienced sales, logistics and financial management expert who has worked as an entrepreneur in the pet industry. She has international skills and experience, says Tarja Keen, who herself has an international background.

Tarja Keen wants to focus on things where she feels at her best: acquiring new customers, and sales, and piloting the company in her role as Chairman of the Board. Minna Virmajoki describes herself as a developer and builder of something new.

-I have been a franchise entrepreneur for the past five years with the Faunatar chain, running three stores in the metropolitan area. I know the pet industry and I like FinNero's products. My strengths are logistics, financial management, language skills and experience in an international environment, as well as different negotiation situations and understanding customer needs, she continues. I'm really excited to accelerate the international growth of FinNero!

The kind of products dogs would sew

In this four-year-old company another shareholder and board member of FinNero is Tuula Pekkala, who is a product designer and also responsible for marketing. This striking team of three women is ready to challenge the international market with Finnish product design based on a constant dialogue with dog owners.

FinNero's business idea emphasizes unique design and quality of the products - they are durable and practical pet accessories. The names of the collection reflect a close relationship with nature, which is also important for dogs: Forest, Nordic Lights, Ocean and Snow.

- We like to think for fun that we make exactly the kind of products that dogs would sew for themselves. Soft, colourful and durable, Tuula Pekkala smiles

FinNero’s products are being sold in 15 countries at the moment - We are constantly learning and sniffing new winds from around the world, so that our company's products arouse interest, Tuula Pekkala continues.