Link Episode 14 – Building a Digital-First Label Business That Performs Under Pressure

What makes this episode of "The LINK" particularly compelling is the interactive energy between featured guest James Nilles and audience members.

The conversation focuses on how James, general manager of Germany-based etikett.de, part of CCL Label, built the systems and thinking behind his digital-first label business.

One valuable moment came when a participant running a cannabis label business asked about managing seasonality within a highly specialized niche. Their discussion led to the point that growth strategies rarely follow a straight line. James emphasizes the importance of balancing specialization with diversification, noting that niche expertise can drive differentiation, yet relying on a single segment may create capacity challenges.

That pragmatic mindset reflects the evolution of etikett.de itself. After joining his family’s label business, James identified the early shift toward online print and built a digital-first label platform designed for speed, flexibility and automation. Today, the operation serves customers across multiple European markets and operates within the global scale of CCL Label, while maintaining the agility of an entrepreneurial venture. This balance allows the company to test ideas quickly, refine workflows and scale what proves effective.

Automation sits at the center of that model. The team at etikett.de develops its own front- and backend systems to streamline order processing, production planning and fulfillment. These integrated workflows reduce manual touchpoints and enable the company to handle high order volumes without sacrificing responsiveness.

Equally important is the role of people and culture in sustaining growth. James describes how building strong teams and clear systems allows the business to perform under pressure, particularly in an environment where customer expectations continue to rise.