About Us

Experts of Travel Retail since 1994.

25 years of experience in Travel Retail


Founded in 1994 by Petri Parviainen and has become one of the leading providers of promotional services in the Nordics & Baltic Sea area.

Our devoted team has run promotions on ferries, airport duty-free shops, and in border shops for more than two decades now and successfully contributed to sales growth and brand awareness for the client brands, which can be proven through the strong, on-going partnerships. 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, discovered there to be a pain point in the travel retail industry - the need to find and match the right people with the right brands.

Now SP-Works has been operating in the travel retail industry in the Nordics for more than two decades. The long experience and constant growth have convinced our team to prioritize quality, expertise, and uniqueness of providing tailored solutions in order to be experts at what we do. We have managed to receive positive results through training of our employees, comprehensive reporting and insightful feedback for the client brands.

Vision, Mission and Goals

Our vision is to be the best matchmaker in travel retail in the Nordic region by creating meaningful relationships with both our clients and employees through devoted commitment in order to achieve long-termed cooperation far into the future.

Our mission is to maintain the position as the most qualitative provider of promotional services through constant delivery of successful results.

Our goal is to stay relevant by keeping a leading position in our industry through brand awareness, sales growth, and uncompromising service quality. So far, we've managed to achieve our goals with our hands-on attitude and determination to take necessary actions in order to be the go-to collaboration partner for our clients.


The duty-free travel retail industry in the Nordics is a specific niche, which is fun and adventurous, with a diverse set of expertise working in the industry.

We are proud to work with exclusive, world-known brands, with decades of history in their category. The client companies have strong brand images', and we help to maintain their brand awareness through different campaigns and projects.

With 20 + years of experience in representing a large portfolio of international brands within the travel retail has given us a broad understanding and expertise of various ways to deliver sales growth and successful results to our collaborators, partners, and clients.



To be the most trusted matchamaker in travel retail in the Nordics


To be the leading provider of promotional services through quality, expertise, and loyalty.


Create Brand Awareness and Sales Growth in the long-term for our the client brands.

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 Manager
+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?