About Us

Experts of Travel Retail since 1994.

25 years of experience in Travel Retail


SP-Works was founded in 1994 by Petri Parviainen and has become one of the leading providers of promotional services in the Nordics & Baltic Sea area. The team at SP-Works has run promotions on ferries, airport duty-free shops, and in border shops for more than two decades and successfully contributed to sales growth and brand awareness for our customers. We know how it works and to expect the unexpected.


About Us


The story of SP-Works started in 1994 when the founder and CEO of SP-Works, Petri Parviainen, realized there to be a pain point in the travel retail industry - a real need to find and match the right people with the right brands.

Now SP-Works has been operating in the travel retail market in the Nordics for over two decades. The long experience and constant growth have convinced our team to prioritize quality, professionalism, and variety in order to be the best at what we do.

Mission, Vision and Goals

The mission is to create long and meaningful relationships with both our customers and employees through loyalty, trust, and commitment and achieve professional cooperation far into the future.

The vision is to be the best matchmaker in the travel retail and maintain the position as the most qualitative provider of promotional services in the Nordics through constant growth of successful results.

The goal is to continuously stay relevant and keep a leading position in our industry through organic growth and uncompromising service quality. So far, we've managed to achieve our goal with our hands-on attitude in an everchanging environment and with the determination to be the best possible collaboration partner for our customers to reach successful sales results.


The travel retail segment is truly special, fun and adventurous, as are the people working in the industry.

We are proud to work with our desirable, world-known brands, many of which could be considered as icons in their category. These are companies, which complete existence relies on their brand image and have sometimes taken decades or even a century to build into a success story.

The extensive experience of our customers' brands has brought us to understand that it's hard to hand over a part of the brand representation to an external partner, even if the intentions are to boost sales growth together. But, owing to our true commitment, passion, and expertise in the travel retail market, we can ensure that we've succeeded in this before - and your brand image is safe with us.



The best matchamaker in travel retail in the Nordics


Quality, expertise, loyalty


Sales growth, leading provider of promotional services

About us

Our Team

Our team has operated in the travel retail and duty-free market from 10-25 years and is driven to advise your company in how to succeed in boosting your sales through our tailored promotional services. Whether you need short-term sales promoters or a long-term area representative, you are sure to find what you’re looking for at SP-Works.

We operate in Finland, Sweden, Latvia, Estonia, Denmark, and Germany and provide our promotional services in English, Finnish, Estonian, Swedish, German, Mandarin, and Russian.

Petri Parviainen

Founder & CEO
+358 40 544 6898

If you are interested in the latest news about travel retail or want to hear some stories about the golden years of the 1990s, our CEO Petri is the guy for you. Once a promoter himself, he was such a good fit for his role in the travel retail industry that he decided to turn it into a lifelong career.

Katri Jurvelin

Sales Manager
(On Maternity leave)
+358 40 706 0814

She always has more than several irons in the fire, but don’t worry: she will clean the piles on her desk, make a plan for your needs and sell to you. A wine enthusiast – if not in the office, you can find her with a glass of bubbly.

Malin Elg

Project Manager
+358 40 833 2660

Malin takes good care of people and cats alike. Outside the travel retail sector, she might have a bright future in the pharmacy industry. She has a pill in her pocket to cure any trouble, and if it can’t be healed with medicine, then her empathy and good thoughts will certainly help.

Mira Åkerholm

Project Coordinator & Brand Ambassador
+358 50 538 5714

She came from the field (literally) to our office. A warm-hearted whiskey geek, always ready for new adventures. Nothing is impossible for Mira, and her days tend to include more hours than those of normal people.

Linda Österberg

Project Coordinator
+358 45 635 5596

Sophia Wiiala

Marketing & HR Coordinator

Interested to learn more about our promotional services?