Why the Best Packaging Companies Never Stop Reinventing Themselves

A custom packaging manufacturer stays competitive by embracing change, not resisting it. Since 1933, Petra & Holum has been adapting to new technologies, changing markets, and evolving customer needs while maintaining the craftsmanship that built its reputation. Many manufacturers disappear because they rely on yesterday’s success. Petra & Holum has endured because each generation has looked ahead instead of looking back. That mindset has transformed the company from a small producer of book covers into a trusted partner for premium brands seeking innovative custom packaging solutions.

Long-term success depends on the willingness to evolve.

Markets change. Customer expectations shift. Technology advances. Companies that refuse to adapt often become part of history. Richard Holum has witnessed that reality firsthand. During his career, he watched traditional binder production decline as digital technology changed how businesses shared information. Instead of fighting those changes, Petra & Holum looked for new opportunities. Richard explains the company’s philosophy in simple terms. “You either grow and change with the times or die.” That belief has guided every major decision the company has made. Rather than defining themselves by a single product, the team focused on solving customer problems. As new markets emerged, they expanded their capabilities and invested in equipment that allowed them to serve clients in new ways. Today, Petra & Holum produces premium packaging for luxury brands, entertainment companies, product launches, influencer campaigns, and retail displays. That evolution didn’t happen overnight. It happened because the company remained willing to rethink what was possible.

A custom packaging manufacturer must balance innovation with craftsmanship.

New technology creates opportunities, but experience determines how to use it. The best manufacturers combine modern equipment with decades of practical knowledge. One of Petra & Holum’s biggest turning points came when Richard encouraged the company to invest in automated case-making equipment. The new machines could dramatically increase production while maintaining the high standards customers expected. At first, the idea met resistance. Richard recalls showing the technology to his father, who questioned whether customers would accept the change. “I said, ‘Dad, I want to buy a machine that’ll wrap the cases automatically.'” After seeing the long-term potential, the investment moved forward. The company quickly discovered the demand was so strong that one machine became two, and eventually three. The lesson remains relevant today. Innovation should never replace craftsmanship. Instead, it should strengthen it. Richard describes Petra & Holum’s approach this way: “We’ve combined a level of old school craftsmanship that goes all the way back to Grandpa with as much advanced technology as we can put into it.” That balance allows the company to produce complex packaging with exceptional quality while meeting the demands of today’s premium brands.

Reinvention creates better solutions for customers.

The greatest benefit of innovation isn’t faster production. It’s the ability to solve problems that others cannot. As Petra & Holum expanded into custom packaging, the team discovered opportunities to engineer creative solutions that many competitors avoided. Instead of offering standard products, every project became a custom design built around the customer’s product, brand, and goals. Richard explains the difference. “Everything we do is a one off.” Whether developing luxury rigid boxes, influencer kits, presentation packaging, or promotional displays, the team approaches each project as a unique challenge. That mindset has helped Petra & Holum build a reputation for tackling projects others consider impossible. Customers often arrive with rough sketches, creative ideas, or complex concepts. The team works alongside them to transform those ideas into finished packaging that delivers both function and visual impact. Because the company continues to invest in people, technology, and engineering expertise, clients benefit from solutions that protect products, elevate brands, and create memorable customer experiences. Innovation isn’t simply about buying new equipment. It’s about continually finding better ways to help customers succeed.

Innovation has always been part of Petra & Holum’s story.

A custom packaging manufacturer earns longevity by staying curious, investing wisely, and remaining focused on customer needs. Petra & Holum has followed that approach since 1933. From handcrafted book covers in a basement during the Great Depression to sophisticated luxury packaging for today’s leading brands, every generation has embraced change while protecting the values that matter most. Richard Holum and his team understand that the packaging industry will continue to evolve. New materials, new technologies, and new customer expectations will shape the future. Yet one principle will remain constant. Companies that continue learning, adapting, and innovating will continue creating exceptional products for the brands they serve. If you’re looking for a packaging partner that combines experience gained since 1933 with a forward-thinking approach to innovation, Petra & Holum is ready to help bring your next project to life. Check out our other blogs. Contact us for your premium packaging needs.