Prime performance inside and out

Steeped in Swedish engineering, Primus has been globally recognized for pioneering outdoor cooking since 1892. In their work on a total rebranding of their primary packaging, Primus chose Billerud to help increase shelf stand-out and improve packaging performance during freight and logistics.

Boosting brand value with uniform packaging

Are your transport and product packaging solutions working together to be as efficient as possible? Our solutions are customized for your unique packaging supply chain and are designed to lower your total cost, reduce packaging damage during transport and create the impact your brand requires. The use of world-leading corrugated materials ensures you get strong and attractive transport and retail packaging.


Primus, the expert in top of the range outdoor equipment, produces cooking stoves, vacuum bottles, cutlery and lanterns. Primus needed a Managed Packaging model that enabled Primus to control the manufacturing of complex retail packaging in China. This allows Primus to focus on the core of their business.


The Managed Packaging service delivered by Billerud includes delivering structural designs, printing specifications and manufacturing expertise in China as well as quality assurance and color consistency. The sourcing of packages from China has been made simple with Billerud providing support both locally in Sweden and to Primus suppliers (the OEMs) in China, as well as during the implementation phase when Billerud production partner in China produce the packages.


Billerud is now the single point of contact for Primus during their entire packaging process from development to implementation. The new Primus packages are made out of Billerud Liner, a material chosen for its excellent quality and performance as well as its ability to communicate the unique quality of Primus products. A comprehensive review of the company’s product packaging has so far resulted in the delivery of over 140,000 new packages.


  • Creating a uniform appearance
  • Support from idea to implementation
  • Simple sourcing of packages from China
  • Single-point of contact
  • Quality assurance with guidelines and standards

Additional Resources

With care and consideration from sender to receiver

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