Revolutionizing Print: Henrik Müller-Hansen on Gelato’s On-Demand Innovation

The latest episode of the Dead Pixel Society podcast brings an exciting discussion with Henrik Müller-Hansen, the founder and CEO of Gelato. The episode dives deep into the transformative world of local, on-demand printing, highlighting Gelato’s innovative approach and its potential to revolutionize the print industry. Henrik Müller-Hansen shares his journey from a small village in Sweden to leading a global printing network, driven by the teachings of business icon Jan Stenbeck and the initial skepticism surrounding the name Gelato.

The episode begins with an exploration of Gelato’s origins. Müller-Hansen recounts how the company’s name, suggested by branding expert David Placek, was initially met with skepticism but ultimately became a unique and memorable brand. He shares his journey from Sweden to Norway, where he led a major telecommunications company before venturing into the print industry. Guided by the lessons from Jan Stenbeck, Müller-Hansen identified the print industry as a dynamic and growing market, despite common perceptions of its decline. He emphasizes the significant personal and financial sacrifices made to establish Gelato and his vision of revolutionizing local production through software.

The discussion then shifts to the future of print production. Müller-Hansen highlights the untapped potential within both digital and traditional print industries. He notes that only a fraction of the print industry has been digitized, presenting vast growth opportunities. The conversation also covers the potential for local, on-demand production across various sectors, including apparel and home decor. By rebranding the concept to “production on demand,” Müller-Hansen aims to challenge outdated perceptions of the print industry and emphasize its innovation and relevance.

The episode further delves into the importance of localization in print production. Henrik explains how localized production can enhance speed, reduce environmental impact, and promote social and economic sustainability. He discusses the role of Gelato in connecting global e-commerce entrepreneurs with local printers, thereby fostering job creation and profitability. The conversation also addresses the profitability of being part of a network like Gelato, explaining how Gelato Connect allows makers to utilize idle capacity in printing facilities, driving industry growth and fostering new business opportunities.

One of the most compelling parts of the episode is the discussion on the creator economy and its impact on the print industry. Müller-Hansen highlights how digital printing and local production can empower creators and entrepreneurs to reach global audiences. He shares real-world examples, including the potential for companies like Starbucks to shift merchandise production to local markets in response to EU carbon emission legislation. This shift would not only comply with environmental regulations but also promote sustainability by reducing carbon footprints.

The episode also touches on the complexities faced by modern print hubs, from procurement to logistics. Henrik explains how software solutions can streamline these processes, making local production more efficient and scalable. By utilizing idle capacity in printing facilities, Gelato is driving growth in the digital print industry and fostering a more sustainable future.

In conclusion, this episode of the Dead Pixel Society podcast offers a comprehensive overview of how Gelato is transforming the print industry through local, on-demand printing. Müller-Hansen’s vision for sustainable and innovative print production is both inspiring and practical, providing valuable insights for entrepreneurs, creators, and industry professionals. By harnessing the power of software and localized production, Gelato is setting the stage for a brighter and more sustainable future in print production.