Robert Bierfreund is the COO of Interprint, a leading global company specializing in decor printing and innovative surface designs for materials used in interior design and furniture manufacturing. With over 1,500 employees across nine production facilities worldwide, Interprint focuses on developing and producing high-quality decorative materials commonly used for furniture surfaces, flooring, and other interior solutions.

As a pioneer in the adoption and integration of digital printing technology, Interprint has faced a range of challenges. In this discussion, we explore these challenges—not only from a technical perspective but also from a cultural one. Robert's candid approach allows him to share both the struggles and successes of the transition, offering valuable lessons for others looking to incorporate digital technology into traditional analogue production.

We examine whether the real issue lies in the technology itself, or rather in cultural factors such as people’s resistance to change and organizational inflexibility. How can leadership play a role in overcoming these obstacles? And why has it taken so long for digital printing to gain a foothold in the decor industry, even though many of the technical barriers have already been resolved?

It was a pleasure speaking with Robert, a true innovator and business leader. As the President of DIPA, an organization dedicated to helping businesses adopt digital printing technology, he brings both expertise and practical insights to the conversation. For companies unsure of where to start or how to make informed investment decisions, Robert’s guidance is invaluable.

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