Expert in focus: Ulrike Steinfort on what really matters after 25 years in durable goods labeling

In 2001, the world looked very different. People went to physical stores to rent DVDs, the euro was still new in our pockets and social media, as we know it today, simply didn’t exist. Since then, phones have shrunk and then disappeared into our hands, entire industries have learned to work digitally and the way we communicate and build trust has shifted again and again.

That was also the year Ulrike Steinfort joined Avery Dennison. When she looks back, what stands out most is how little of today’s durables business existed at the time. There was no defined segment, no established portfolio and no rulebook at Avery Dennison Europe.

Today, as Technical Marketing Manager for Durables, Ulrike works at the center of a global network of converters, system integrators, product managers, business development managers and end users. Her work is grounded in engineering thinking, precise data and a simple belief that solutions only matter if people can trust them.

Expert in focus: Ulrike Steinfort on what really matters after 25 years in durable goods labeling

Creating a market that didn’t yet exist

When I began working on durables in Europe in 2003, two years after joining Avery Dennison, we were really starting from zero. There was no segment as such. We had to create the portfolio, define the applications and explain, again and again, what labels actually need to do. At that time, automotive labeling was a closed world. A small number of large converters dominated the space, alongside a few major label material manufacturers. Smaller and mid-sized converters wanted to enter the market, but they didn’t yet have the knowledge or experience to do it with confidence.

That’s where we stepped in. We spent a lot of time training, explaining applications and performance requirements and supporting converters as they stepped into automotive. The goal was never just to sell materials, but to enable people. Over time, that changed the market. It became more fragmented, more dynamic and more interesting. Those early years were intense, but they were also exciting. Building something from scratch always is.

Why hard problems are the interesting ones

I’m an engineer at heart and automotive has always been the most technically appealing segment to me. Everything comes down to performance and reliability. There’s nowhere to hide. When I work with customers, the question is always the same: what will actually work here? Often the answer is already in the portfolio but sometimes, it isn’t. That’s when things get interesting for me.

I like testing the unknown and thinking outside the box and pushing beyond standard solutions when the application demands it. For me, the best moments aren’t the immediate wins, but when someone comes back years later and asks for help again. That tells me the original idea stood the test of time. Knowing that your thinking was useful long after the project ended is incredibly motivating.

Staying close to the market, every single day

A big part of my role today is support. I manage UL recognitions in Europe, which is a very structured process. We maintain more than 100 recognitions and that requires regular audits and careful project management. I’m also responsible for the durable data sheets. For me, accuracy here is non-negotiable. Customers use this data to qualify materials with their end users. They rely on it, so it has to be correct and reproducible.

Together with a colleague, I run the durables hotline. We handle close to 1,000 internal and external technical requests every year. I really enjoy this part of my job because it keeps us close to the market. These questions show us where customers struggle, what gaps exist and where new needs are emerging. We bring those insights back to product management and that’s often where new solutions start.

Innovation that holds up under scrutiny

I work closely with Product Managers to help guide new developments and launches. My focus is always on what customers will genuinely value and what will solve problems in practice. For me, that always starts with performance. If a solution doesn’t meet the required quality level, nothing else matters.

That’s also how I approach sustainability. It’s something that matters deeply to me, but never at the expense of performance. Recycled polyester is a good example. Maintaining the same quality level customers were used to was a real challenge, so we tested thoroughly and only moved forward once we were confident the performance was there.

I’m equally clear about what I won’t do. I refuse to give guarantees that haven’t been proven, like claiming a product will last 10 or 20 years without the data to support it. Overpromising is risky. At some point, customers will find out and that damages trust. Yes, sometimes this conservative approach means losing opportunities to competitors who make bold claims, but I believe honesty always comes back. Long-term relationships are built on clarity and reliability, not exaggeration.

The key is staying curious

What I’m most proud of is seeing the durables segment grow from nothing into what it is today. I’m proud of the global network we’ve built and of the relationships with converters, system integrators and end users who keep coming back. I’m proud of the products we’ve developed, including our cable portfolio and RHA adhesive technology, and of the specialised support our team provides around the world.

After 25 years, my job is still not boring. Automotive requirements keep changing and the technical questions keep evolving. That means there’s always something new to learn. Looking ahead, I’m looking forward to spending more time with customers and end users in the field and staying close to the ecosystem. That’s where the best ideas and the most honest feedback always come from.

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