Obituary: Entrepreneur Lauri "Lasse" Pajunen, a master of sales and networking

Lauri "Lasse" Pajunen, a prominent entrepreneur in the paint and coatings sector, passed away on June 9, 2026, in Pori at the age of 84. Born in Vihti on June 26, 1941, Pajunen began his career at the age of 15 at the hardware store J. Tallberg.

Initially struggling with a delivery boy role in Helsinki, Pajunen soon moved to the paint department, where his understanding of color theory shaped his entire career path. After his time at Tallberg, he worked for several companies in the paint industry before becoming a district representative for Sadolin in the early 1970s.

Pajunen was known for his exceptional ability to empathize with others and connect with diverse people. His remarkable memory for names further aided his success as a salesperson and networker. These skills proved invaluable when he founded his own company, Pajutex Oy, in 1992. The company focused on natural raw materials such as tar and pitch, with its name derived from Pajunen's established personal brand; he had represented Pinotex wood protection for nearly 20 years, earning him the nickname.

Pajutex's advertising famously featured the slogan "The winner is decided at the finish line." Pajunen sold the company after his retirement in 2015. He was also a highly regarded and active member of various organizations, serving for many years on the board of the Association of Sales and Marketing Professionals (MMA) and eventually becoming an honorary member. He was instrumental in successfully completing the association's holiday home project in Meri-Teijo and was remembered as an entertaining auctioneer at MMA charity events.

Pajunen was married twice and had two children with his first wife, Kaija, in the 1960s. After their divorce in the late 1970s, he married Riitta, gaining a stepdaughter. He had six grandchildren. He was widowed in 2020, the same year that was difficult for many due to the pandemic, impacting his naturally sociable personality. In late 2024, he moved to Pori to live with his grandson, enjoying home-cooked meals and daily companionship.

Bowling was a favorite pastime, providing a contrast to his work, and he participated in a league for master painters. However, his dearest hobby was spending time at his summer cottage in Lopen Läyliäinen, where he built a main house from century-old logs and other smaller log structures. His birthday celebrations were often held there, with his children and their spouses assisting with arrangements. This spring, Pajunen was able to enjoy the cottage during the warm May holidays, and he had plans to celebrate his 85th birthday there on Midsummer's Day.