Jukka Nevalainen and Marko Kämäräinen have more than 20 years of experience as entrepreneurs. Since 2018, they have been running Prime Line Production Oy, a company they own that provides customer service, marketing and operational services for international e-commerce businesses. This year, the company expanded its operations by opening Finland’s first Wildcat Store at Iso Myy Shopping Centre in Joensuu. The new physical store complements the company’s e-commerce-focused business and opens up a new avenue for growth.
The entrepreneurs believe that excellent service, the courage to evolve and genuine customer interaction are key to success both online and in a physical store. With the opening of Wildcat Store Joensuu, Prime Line Production’s team has grown to eight employees.
Prime Line Production Oy’s core business is providing e-commerce services. The company works primarily as a local partner for international e-commerce businesses operating in Finland, providing services ranging from customer service and marketing to day-to-day e-commerce operations.
– Our aim has been to provide international companies with a local partner who understands the Finnish market and can act as their eyes, ears and hands here, entrepreneur Jukka Nevalainen explains.
The company’s e-commerce business also opened the door to a new opportunity. This year, Prime Line Production opened Finland’s first Wildcat Store in Joensuu. Part of the international Wildcat chain, founded in 1989, the new location combines a retail store with piercing services and a tattoo studio.
The idea of opening a physical store emerged through one of the company’s e-commerce clients.
– We were having discussions with our partner and started thinking about whether a physical store could be the next step. While many businesses are currently investing heavily in e-commerce, we saw an opportunity to build a brick-and-mortar business alongside it, Jukka says.
The new business has also brought new experiences for the entrepreneurs themselves. Alongside e-commerce, they have been learning the realities of running a physical store, serving customers face to face and managing day-to-day retail operations.
– After around 20 years of experience in e-commerce, it has been refreshing to meet customers face to face. At the same time, we have realised how many of the same principles apply to both businesses: listening to customers and providing excellent service are what ultimately matter in both, Jukka says.
Although the business environment is new, the company’s core values remain the same.
Wildcat Store’s customers are primarily young adults, but its services attract people of all ages.
– We see everyone from young people coming in with their parents for their first ear piercing to customers of retirement age looking for jewellery. We’ve been delighted with how well customers have found us, entrepreneur Marko Kämäräinen says.
The original plan was to focus mainly on jewellery and piercings, but tattoo services have also proved highly popular. Visits by guest tattoo artists have attracted a great deal of interest, and more are already being planned.
According to the entrepreneurs, their customers’ different life stories make the work particularly meaningful. Tattoos and jewellery can be connected to important memories, loved ones and different stages of life, or simply be a way of expressing one’s personality.
High quality is at the heart of everything they do.
– Wildcat’s slogan is Quality Does Matter. For us, quality is not just about the products – it extends to the entire customer experience. You can see it in our products, hygiene standards, customer service and every customer interaction, Jukka explains.
Most of the titanium jewellery sold in the store is manufactured entirely in Germany, and the products come with the appropriate quality and material certifications.
The same commitment to quality extends to customer service.
– We want every customer to feel safe and welcome, whether they come in for a piercing, a tattoo or to buy jewellery. We’re also there to offer advice and support afterwards, Marko says.
Whether online or in the physical store, the goal is the same: an excellent customer experience. It is important to the entrepreneurs that everyone feels comfortable being themselves. Customers can also drop in simply to look around and find inspiration, with no obligation to buy. There is always something new to discover in the store, while the extensive online selection complements the in-store range.
Wildcat Store’s first few months have exceeded the entrepreneurs’ expectations. The opening attracted considerable interest, and the business has taken off faster than anticipated.
– We thought it would take considerably longer – perhaps until the end of the year – to reach our current sales figures and customer volumes. We have achieved our targets much faster than we expected, Jukka says.
According to the entrepreneurs, three key factors have contributed to the strong start: a distinctive store, high-quality products and skilled employees.
– Customers regularly tell us how much they like the atmosphere and how welcoming the store feels. We also have a highly skilled team that has embraced the company’s values and brought them to life in their everyday work.
When launching the new business, the entrepreneurs also made use of Business Joensuu’s services. The company received business advice and expert support for opening Wildcat Store Joensuu, as well as help in connecting with local businesses and networks.
– Even though we are part of an international brand, launching a new business always requires local expertise and contacts. Business Joensuu provided valuable support in both areas.
The entrepreneurs also praise Joensuu as a place to do business.
– This is an excellent place to be an entrepreneur. We have received a very warm welcome and found great partners to work with. If a concept like this works in Joensuu, we believe it has good potential to succeed elsewhere in Finland as well.
Although the new business has made a strong start, e-commerce will continue to be an important part of Prime Line Production Oy’s operations. The entrepreneurs see the company’s future in combining its strong e-commerce expertise with the new retail concept.
After more than 20 years as entrepreneurs, they say one of their most important lessons has been to keep learning and developing.
- Entrepreneurship is about trying, making mistakes and learning. If something doesn’t work, you have to be willing to change it, Jukka says.
- Sometimes you also need to stop and think about what you are doing, who you are doing it for and what your company’s strengths really are. Talking things through and exchanging ideas have been an important source of strength for us, Marko adds.
Their longer-term plans remain open, but the direction is clear.
- Right now, we are focusing on developing Wildcat Store Joensuu and building profitable growth. After that, we will see what opportunities the future brings.
Their enthusiasm for what they do remains as strong as ever.
- We still enjoy what we do every day. We feel privileged to be able to do this together with such a skilled team. If things continue to develop at the current pace, there are plenty of opportunities ahead, Jukka and Marko say.
For more information:
Jukka Nevalainen and Marko Kämäräinen
joensuu@wildcat.fi, +358 40 514 6009
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Visit the Wildcat Store Joensuu online store
Text: Jaana Karppanen, Business Joensuu
Photos: Wildcat Store Joensuu