Framery and me make the perfect package

Explore how a pivotal phone call launched Juha Honkamäki’s career and placed him at the heart of Framery’s growth into a Finnish export powerhouse. Read about his journey and the key milestones in the company’s 15-year history.

October 2, 2025

Juha Honkamäki’s career took a surprising and pivotal turn with a single phone call. Today, as Framery celebrates its 15th anniversary, it stands as a Finnish export powerhouse, and Juha’s remarkable journey is a testament to the people who helped build it. We sat down with him to reflect on the milestones he’s hit, the limits he’s pushed, and the new paths he’s forged with the company.

His career at the company began way back in 2016 when a Production supplies dealer happened to hear Framery’s then-CEO frustration with production development challenges, that he knew the perfect candidate to help with the struggles might just be available for the job.

A wild ride right from the star

A phone call, an ad hoc job interview, and a matter of hours later, Juha was Framery’s new Production Development Manager. As business grew, organizational changes were frequent, and just three months after joining Framery Juha found himself in the position of Production Manager. His primary career ambition had for years been to become a Production Manager.

Sales of Framery pods were skyrocketing at the time, and Juha oversaw an increase in production of more than double before the end of 2016, so his new role wasn’t without stress.

“Everything had to be done fast because we were growing so quickly. It was a real baptism of fire, and, very stressful at times. But it was a great way to learn how to deal with pressure!”

Infectious excitement inspires young talent

By 2017 Framery’s rapid growth offered Juha a chance to start building his own production development team. Juha found himself recruiting talented young engineers that he could take under his wing and mentor to help Framery grow. His knack for getting others excited about the development tasks at hand, and his passion, inspired the fresh team around him. His team even earned the nickname ‘The Framery Academy’ – cohort of smart new Framerians ready to take on the world and who have gone on to achieve great things with the company.

No experience? No problem!

With the US becoming an increasingly vital market, Juha was given the task to set up the new Framery supply chain hub there with a local warehousing partner. Despite having no experience with this kind of project, the management team were confident that he had what it took to handle this vital cog in the supply chain development process. It remains one of his favorite and most memorable experiences of his career.

“The US hub project was trial and error for me. We made mistakes, but we learned a lot from the process and I grew personally and professionally.”

The perfect fit: how smart design saved space

Juha’s career took another surprising and rewarding turn when he dived into the world of packaging design with the Framery One pod. With freight prices to the US at eyewatering levels after the COVID pandemic, he and his team set to work to shrink the packaging as far as they could. The hugely successful redesign project has netted savings of over €1.5 million for Framery and cut freight prices for customers by a 30–40%.

The bigger picture is always in the frame

For many people, stepping away from a role when things aren’t the right fit could feel like a setback. It takes a lot of courage, but Juha has plenty to spare. Framery’s fast pace of growth means there are always new and exciting opportunities on the horizon, so stepping away to take on smaller, more expert roles – such as his current position as NPI Manager – isn’t a challenge that phases him. It’s a win-win for Juha and Framery alike.

“If I feel like someone else could do the job better it doesn’t feel like a setback to step away; it benefits Framery and I get to try my hand at new things. And there’s always plenty to do here!”

An inspiring and exciting future lies ahead

Back when Juha joined Framery there were fewer than 40 employees and hardly any of his friends knew that Framery even existed. Plenty of big-name software and gaming companies have been in the public eye for their meteoric rise in recent years, but there are few companies designing and building physical products that can boast the same level of growth. Now a world leader in its field, Framery has joined an exclusive club of Finnish companies with a global impact.

And it’s the dynamic nature of the business that has kept Juha here for close to a decade and which keeps him inspired and excited for what the future of Framery holds. Along the way, he has learned as much about himself as a person as he has about development and building of products, importance of logistics and packages, and how logistic hubs are run.

“The last 10 years have been a great ride; there’s been ups and downs, but you learn as much from failure and setbacks as you do from successes. I’m excited about what’s around the corner.”