The Link, November 2019

Link THE

THE SWEDISH CHAMBER OF COMMERCE FOR THE UK

Linda Griffin, King & Mats Granryd, GSMA

IN CONVERSATION

On leadership in the tech industry MEET PETER JELKEBY New CRM & CSO of IKEA UK & Ireland STENA LINE & QUINYX PARTNERING UP “Digital transformation is all about people” ISSUE 348 - NOVEMBER 2019

The LINK ABOUT

The Swedish Chamber of Commerce for the United Kingdom is the ultimate business platform for Swedish and UK businesses. We help businesses establish, grow and develop, through our wide range of business services, matchmaking, events and programmes. We represent some 400 businesses, from start-ups, to SMEs, unicorns and large multinational corporations, from across all sectors and industries. Founded in 1906 - by business and for business - we have connected the Swedish-British business community for over a century. Join us today, if you haven’t already.

S C C PAT R O N S

IN THE LINK 25 YEARS AGO In 1994, Sweden voted to join the European Union. However, The question of the EU membership divided the nation resulting in 52% in favour of membership and 47% against, not too dissimilar to the UK referendum in 2016. The UK voted to leave the EU by 52%. In issue number 145 of the Link, then Director, Pia Helena Gross discusses the result. “The question of the EU membership divided the nation, but not for long. Pragmatism has always been a Swedish characteristic and the government happily installs both fervent no-campaigners as well as proEuropeans at the Commission in Brussels. Forgotten the snuff, the Swedish sausage drama, now the Swedes will become true Europeans.”

THE LINK ISSUE 348 Editors: Jonas Eklund, Sara Apéria and Erica Möller Cover photo: Harry Symes

NOT A MEMBER YET? Visit www.scc.org.uk or contact the Secretariat on +44 (0)20 7224 8001 / info@scc.org.uk

The LINK THE CHAMBER

Dear members, The Brexit drama of the autumn – by some described as Groundhog Day – presented us with some epic showdowns in Parliament throughout September and October. At the time of writing this, the Prime Minister recently tabled his newly negotiated ‘last minute’ deal after the Letwin Amendment had been passed in Parliament, forcing the PM to send a letter to his European friends asking for an extension to Article 50. A motion to bring his deal back to Parliament was later turned down by the Speaker, who said it would be ‘repetitive and disorderly’. When reading this we may already have left the European Union, with a deal, without a deal, or we could be in an extension period, until the end of December, January… or June. We don’t know, and I challenge those who say they do, or at any point did.

both Sweden and the United Kingdom, to address the greater trends facing us, from tech to climate change, the future workforce or global trade. With a super line-up of speakers, from the newly appointed CEO-elect Micael Johansson of Saab to Fraser Nelson at the Spectator, Peter Jelkeby (page 37), the new UK CRM and CSO of IKEA and Dame Carolyn Fairbairn of the CBI (and an additional 20+ speakers) we can expect a colourful discussion and superb networking. Don’t miss out on this pre-Christmas Luncheon conference. Two of our speakers are especially featured in this issue; Mats Granryd of the GSMA and Linda Griffin at King (page 5). Don’t miss their “in conversation” on leadership in the tech industry, and the following podcast which is available on our website.

Meanwhile, businesses are preparing as best they can, and trying to look ahead. In this issue of the LINK we meet two Swedish businesses who are reaffirming their commitment to the UK: Saab Technologies and Spotify. We are also offering a Brexit preparedness event in November, in partnership with the Embassy and Ecus, open to all members. For more information, please visit the Brexit portal on our website or get in touch.

Back in 1984, the Swedish Chamber of Commerce in the UK launched its first scholarship programme aimed at talented and aspirational Swedish young professionals by offering them a one-year placement at the Chamber’s offices in London. The very first scholarship was donated by Dr. Anders Wall, Swedish entrepreneur, industrialist and businessman. Today, we welcome a number of young professionals every year, courtesy of generous scholarship donors sharing our ambition to help aspiring young talent, but also our vision to support strengthening ties within the Swedish-British business community and to support the establishment, growth and development of Swedish businesses in the UK. On 1 November we open the application period for a number of these (page 34), please visit our website for more information. Thank you to all donors.

We promise a Brexit-free – well, sort of – afternoon on 5 December, at the Swedish-British Summit: “Outer Thinking”. Sweden and Britain celebrate centuries of friendship and trade, and our business and political spheres are tightly interlinked as a result of it. At the Summit we look at our joint future ahead, the challenges, and how we can learn from each other. “Outer Thinking” is about 21st century leadership, bringing together business leaders, entrepreneurs, politicians and academics from

Lastly, the network is growing at an equal pace, and we are thrilled to welcome the

following new members in this issue: Addnode Group AB, Bokio, Discover the World Ltd, DueDive, HomeMaker AB, Jagca Capital, Kriisa&Co, Nordic West Office, Oddbird, Humly, Target Global, TimeTerminal, Tipser AB, TMF Group, Winningtemp and YourPDi. Also, a warm welcome to our newest patron Gunnebo Entrance Control.

Peter Sandberg, Managing Director Swedish Chamber of Commerce for the UK sandberg@scc.org.uk

SCC TEAM

ALEKSANDAR TRKULJA EVENTS & PROGRAMMES INTERN

ANNA CRONA BUSINESS SERVICES MANAGER

ANNA DAHLQVIST THURESSON EVENTS & PROGRAMMES SCHOLAR

CARINA DIOS FALK EVENTS & PROGRAMMES MANAGER

EMILIA NORDIN MEMBERSHIP & COMMUNITY INTERN

ERICA MÖLLER MARKETING & COMMUNICATIONS INTERN

HENRIK BARKMAN MEMBERSHIP & COMMUNITY SCHOLAR

JONAS EKLUND MARKETING & COMMUNICATIONS MANAGER

MADELEINE HJALBER BUSINESS SERVICES SCHOLAR

PETER McNAMEE FINANCIAL CONTROLLER

SARA APÉRIA MARKETING & COMMUNICATIONS SCHOLAR

SOFIA LARSEN MEMBERSHIP & COMMUNITY MANAGER

Donâ&#x20AC;&#x2122;t just hope for a better future. Plan for one. What does the future look like for you and your loved ones? We are all about helping you achieve your aspirations, and we acknowledge that everyone has a unique set of challenges. That is why we are genuinely committed to understanding you and your ambitions for the future. To find out what we can do for you, contact Helena Whitmore or Daniel Wikehult on +44 (0) 20 7246 4225 or privatebanking@seb.co.uk

Skandinaviska Enskilda Banken AB sebgroup.com/privatebanking

This publication is for informational purposes only. It does not constitute a financial promotion. Our London contacts are available to introduce you to the Private Banking network in SEB, but Private Banking services such as asset management are not provided from the UK and therefore any contractual relationship will be with the SEB entity actually providing such services. Please be aware that the value of investments can go down as well as up. Past performance is not necessarily a reliable indicator of future performance. Future returns are not guaranteed and a loss of principal may occur.

CONTENTS THE LINK • ISSUE 348 • NOVEMBER 2019

05 In conversation Linda Griffin and Mats Granryd on leadership

11 Stena Line & Quinyx partnering up “Digitalisation is all about people”

15 Patrons highlight Mikael Hellborg, Managing Director of Alfa Laval UK & Ireland, on sustainability

37 Meet Peter Jelkeby Country Retail Manager and Chief Sustainability Officer, IKEA UK & Ireland

8 The most important tools for a 21st century leader The Link met with Hélène Barnekow, CEO of Microsoft Sweden.

9 Swedish footprint in the UK on the rise Music streaming unicorn Spotify and defence and security giant Saab scale up in the UK.

Football culture

Scholarships

The Link discussed the cultural importance of football with SCC members GO Sport Travel and Deliberate PR.

The Link met with Sara Forsström, Director of Gull & Stellan Ljungberg Foundation to speak about investing in youth.

IN CONVERSATION

ON LEADERSHIP IN THE TECH INDUSTRY

What are the greatest challenges and opportunities for leaders in tech today? Join in on the conversation as Linda Griffin, VP Public Policy at SCC patron King and co-founder of European Tech Alliance, and Mats Granryd, Director General of SCC patron GSMA, discuss tech, mobile connectivity and the greatest questions for policy makers today. BY: JONAS EKLUND Linda: I run Global Public Policy for a company called King. King was born between Stockholm and London in 2003. We’re one of the largest mobile game developers in the world. I have another hat, where I’m the Co-founder of the European Tech Alliance. The driving force behind this is that we had this really interesting European tech ecosystem, but it wasn’t organised in terms of being connected with political decision makers. There are some great European tech companies here that are scaling internationally, but we had no input into the policy making process. So, one of the reasons why I and some others founded the European Tech Alliance was to get us organised and input into all the big policy proposals that are coming out, especially from Brussels. Mats: I run GSMA, an association of all mobile operators globally. There are roughly 750 of them, and that is pretty much everyone. We also have a large tech community that are associated members. We take pride in understanding where technology is heading and what technology can deliver today, predominantly in the area of connectivity and

how you can use the mobile phone, and the extension of that. With the introduction of 4G, coming now into 5G, we see that connectivity is influencing much more than just you and me. It’s influencing the society, how we do business, the industry and how we consume things. I think that you are a great example of that, how the mobile phone is being used. It’s becoming much wider than what was initially anticipated. I have a long history in telecom and have been in the industry for 25 to 30 years. Telecom is sort of in my blood. So, what is top of your mind? Linda: Obviously, tech and the issues we are talking about today are very much global, but I do try to think from a European perspective as much as I can. In 2013 there was about five billion dollars invested in European tech. Last year that rose to 23 billion. So, we’ve seen a massive jump in terms of investments that are coming in from home and abroad, in the European tech sector. We’re also seeing a new Commission and a new European Parliament, who are very ambitious in terms of creating a true digital single market. Ambitious also in creating the blueprint for what they see as rules to govern new applications of technology, whether that is AI, 5G, the internet of things, and how that works with data privacy. I feel like we have a lot of ambition in Europe in terms of scaling our companies internationally and also writing the rules, but how do we turn this into something that translates to growth and jobs as well? Mats: One of the risks that I see, is that people today are afraid of AI, big data, analytics, facial recognition and how we can track people. Used wrongly it can become a threat, for integrity and privacy, no doubt. But the technology can provide so much more. We have so many examples where using big data and AI analytics, helps people’s lives every day, in a very concrete fashion.

Linda: Absolutely, and we’re doing a bad job in terms of realising the benefits of tech and making sure that it doesn’t just benefit rich white people. Policy makers need to organise themselves in a way that they can understand the technologies they are trying to govern, but that’s quite difficult because politicians tend to be generalists. So how do we get more tech expertise into government? Government doesn’t pay the same as tech companies. How do we create secondments or threeyear projects in terms of getting experts into local as well as national governments? I also think tech companies as a community have good intentions, but that is not enough. [To be responsible] you need to think about what the potential negative outcomes could be if your product succeeds at scale. Mats: We should never shy away from having a debate around the negative consequences and trying to educate regulators and politicians is critical in this. It’s a very difficult space, because it changes continuously. Linda: This is one of the reasons we set up the European Tech Alliance. To do the basics, to help policy makers around Europe understand the business models we’re developing and the technologies we are using. It’s not headline grabbing, but it’s the type of plumbing we need to do to get the right environment where business and policy makers can work together. Mats: What you are aspiring to do with the Tech Alliance and what we’re trying to do within the GSMA, is to show leadership. Leadership is critical in this day and age where politicians are sometimes struggling with handling technology but also the political environment. We, as business leaders, need to show leadership. We need to help society along and understand the positive and the negative aspects of technology. I think both you and I, we believe that technology is ultimately here to stay, and it will bring something good to the table.

Linda: It should be an enabler that more people can benefit from, people who look and sound different. But we do have a long way to go. I think in businesses, it is not just about returning value to your shareholders. It’s much more about how we integrate CSR into everything we do - how we build our business and how we offer our services. Mats: If you exist as a purpose-driven company, you need to be able to show positive effects to society, to people, to the environment and to shareholders as well. We’re coming back to this triple-bottom-line and the three P’s; the people, the planet and the profit dimensions. As a frame of mind, the three P’s are pretty powerful. With profit, we know very well how to measure and the whole system is built up around that. On the planet dimension, we are seeing that companies and industries are collectively now disclosing their carbon footprint. They are using sciencebased targets to reach the net zero emission by 2050 or before. So, we’re getting some sort of measurement around climate as well. The real challenge going forward is the people dimension. How do you measure skills and engagement, or that people are in a workplace where they can thrive? We do have our employee surveys, but there’s not a holistic global measurement on the people dimension. Linda: I do think that being able to measure things is important and that brings me to the unsexy stuff in my world. How do we measure the impact of regulation? How do we know when they actually work? We’re seeing politicians understandably looking at the shiny things that we can focus on in terms of technology and there are a lot of buzzwords. But a lot of the solutions that we’re really looking for is the stuff that doesn’t grab the headlines. How can policy makers fix the tax system for start-ups? How can we have better impact assessment when proposals are made, whether it’s on climate change, the ethics of

 The podcast The conversation goes on beyond what you can read in the Link. Listen in on the whole conversation between Linda and Mats at scc.org.uk, on Spotify or Apple Podcasts.

Linda Griffin, VP Public Policy, King and Co-founder, European Tech Alliance, and Mats Granryd, Director General, GSMA. Photos: Harry Symes.

AI, or 5G? How do we measure for that? There are a lot of pressing headline issues, so how do we get the policy makers to focus on the stuff that isn’t quite as appealing? Mats: We are swimming in regulation activities right now both from security and data protection perspectives. How can we move data from one country to another on a global scale for example, which is absolutely needed in times of crisis? Take Ebola for instance or natural disasters, where we do need to be able to share data across borders to see where the big masses of people are moving and if they’re coming from an infected area. In a way, we as an industry failed in the first Ebola crisis when we were far too slow to react. We’re doing that right now with tuberculosis in India. Almost 5000 people die every day from tuberculosis, where India is the most affected. By examining movement patterns from mobile phones, we can now predict with some certainty where the next outbreak will happen. And therefore, we can set up treatment centres and awareness

campaigns before it actually happens. We can save millions of people’s lives. That for me is a very concrete example of the benefit and usage of AI, big data and having access to movement data of individuals. Linda: Hearing those use cases really brings to life what’s at stake when we talk about AI. Andrew Ng, a great AI innovator, describes AI as electricity. It’s going to power things and the question then is, how do we regulate it? Does it need regulation? The European Commission has deployed experts from academia, business and privacy groups to form a High Level Expert Group and run a pilot project on ethical AI with a couple of hundred companies and organisations, which I think is a good, practical way of approaching it. I’m cautiously optimistic about the outcome, I really want this to succeed and inform us on a practical way forward. Meet Linda and Mats at the Swedish-British Summit: Outer Thinking, on 5 December. Learn more at scc.org.uk.

OUR WAY OF THINKING PROTECTS YOUR WAY OF LIFE Saab is a global defence and security company, present on all five continents. We are global and international, but remain rooted in Swedish values of trust, reliability, innovation and loyalty. Saab has been active in the UK for over 40 years, delivering advanced defence and security solutions to British Armed Forces and the Emergency Services. This strong relationship has not only im proved British defence capabilities, but has also strengthened both Swedish and UK economies, whilst keeping our people and society safe. www.saab.com/uk

The most important tools for a 21st century leader “One of the biggest challenges for leaders in the 21st century is the fast-paced world we live in,” says Hélène Barnekow, CEO of SCC member Microsoft Sweden and Master of Ceremonies at the upcoming Swedish-British Summit: Outer Thinking on 5 December. BY: JONAS EKLUND

Hélène Barnekow joined the IT and telecom industry some 25 years ago and has held several leading positions throughout the years, at companies such as Sony Ericsson Mobile Communications and Telia Sweden. Based on her experiences, she recently released the book Re:start, where she elaborates on value-based leadership in a changing world. “One of the greatest challenges of being a leader today is the speed. Technology is of course a driving force, and everything around us goes faster than any of us understand. The way we lead has not kept pace with this development. Instead, we still lean back on old formalities, hierarchies and steering groups, and that is very time consuming,” Hélène explains.

Handle the complexity How can we then change our leadership to fit this fast-paced world, and not fall behind? “You can never control the complex reality of today in detail. But if others understand the vision, feel involved and understand what they are doing, then you can handle the complexity.” According to Hélène, communication and transparency are important elements of this change: “Without transparency, it becomes impossible for your team to do what they are supposed to. The power does not come from the management team, it is the organisation that must find the incentives from within, but it is impossible if the leaders don’t communicate.”

Reach beyond the formal KPI’s For Hélène, value-based leadership means that you reach beyond your formal KPI’s: “As soon as you enter a leadership position, whether it is informal or formal, you gain power in some way - power to rule over work, sales or who you hire. Value-based leadership means that you include and set goals for factors such as diversity, inclusion and sustainability. There is a lot of research showing that diverse groups show better results over time and the management needs to understand that these results are visible in the longer term.” The most important tool in the 21st century “Many leaders communicate what to do, and then follow up. I focus on what I do myself, to set an example,” Hélène says. “It does not mean that I micro-manage, but I want to do things that show what I mean. This is the easiest and most important tool needed in the 21st century. When you do things yourself, show that you believe in things and take risks, you create a culture. You can never do that with a PowerPoint. It is what you do as a leader that counts and it is perhaps what gives the organisation the most energy.” An industry in change Hélène says that the tech industry has come a long way when it comes to diversity and inclusion, but there is still a long way to go. “The tech industry has changed a lot. They are more actively looking for diversity today than they used to and there is another consciousness today. But things are moving too slow. There are 28 % women in IT and telecom in Sweden, which is a decrease from last year. Political decisions regarding education are required, change in how leaders act and how we recruit. If we are to be selfcritical, we have not taken this seriously. Then it would not have looked this way.” Meet Hélène at the Swedish-British Summit: Outer Thinking, on 5 December. Learn more at scc.org.uk. Photo: Microsoft Sweden.

The LINK FEATURE

Swedish tech and innovation gaining foothold in the UK Music streaming unicorn Spotify and defence and security giant Saab scale up in the UK BY: SARA APÉRIA The new centre is designed to be a “space to grow and foster diverse, new and creative talent” and will create nearly 300 new jobs in the capital. Tom explains that this cutting-edge workspace and dedicated R&D hub marks the importance of the market. “This really reflects the UK capital’s wealth of tech talent and represents the mix of skills we look for across the fields of engineering, product, design, data, research and insights. As I say, our goal is to become the world’s leading audio platform and the London expansion is a great example of our ongoing efforts to achieve this ambition,” states Tom.

Earlier this year, Spotify opened a new technology centre in the British capital. Photo: Spotify.

Spotify opens major technology centre in London – creating nearly 300 new jobs Earlier this year, SCC patron Spotify opened a new office and technology centre in the heart of London. “As one of Spotify’s biggest markets, it makes perfect sense to expand our team here in the UK,” says Tom Connaughton, Managing Director of Spotify in the UK and Ireland. Spotify was founded in 2006, with the aspiration of making music accessible – everywhere and at all times, while constantly discovering new music and audio. “Ultimately, what we are passionate about is unlocking the potential of human creativity by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it,” says Tom. Spotify is currently present in 79 markets world-wide, making the streaming platform one of the most international companies in the world. Figures including 232 million monthly active users, 109 million Premium subscribers and over 13 billion euros paid to rights holders, are self-evident proof of Spotify’s success. A catalyst for creativity The UK market is especially significant for

Spotify’s strategic development, as it is considered a priority in terms of both revenue and subscribers. “We are the number one music platform in the UK and Ireland today – and this is an incredibly important market for Spotify globally,” says Tom. He continues: “Here in the UK and Ireland, we are particularly proud to be a catalyst for creativity, central to creating and shaping connections between creators and fans, democratising music and audio, and making culture accessible to all.” With one of the world’s biggest music markets as well as the home of numerous world-renowned artists and emerging talent, the UK holds a remarkably vital and unique position in the global ecosystem of music. Tom accentuates: “What is massively exciting for us at Spotify is that there is so much more room to grow in the UK and Ireland. We are really focused on doing that.” Investment in research and development In April 2019, Spotify opened its new offices in the heart of London, including the first major technology centre outside of the US and Sweden, from where Spotify originates.

To establish the centre in London came as a natural decision, according to Tom. He explains: “The UK is famous all over the world for the musical talent that originates here and the strength of the music industry. As one of Spotify’s biggest markets, it makes perfect sense to expand our team here in the UK, and to tap into the large and diverse talent pool found in London.” Moreover, the exciting launch invoked an excitement in the capital. For instance, the Mayor of London Sadiq Khan commented on the news: “Spotify’s expansion is a further sign that London is open to ground-breaking technology.” Spotify agrees that innovation and technological development are synonymous with the business environment of the British capital. “Innovation is woven into the fabric of London and the capital has always been associated with forward-thinking design and technology. There is a real nucleus of amazing tech talent here and that’s not going to change,” says Tom.

Tom Connaughton, Managing Director, Spotify in the UK & Ireland. Photo: Spotify.

The LINK FEATURE

Saab increases its operational footprint with London Innovation Hub SCC patron Saab was founded in 1937 in response to Sweden’s need to keep its people and society safe. Today an international company with 17,000 employees, Saab develops innovative defence and security solutions for its global customers. The Link met with Magnus Lewis-Olsson, Head of Saab’s Europe Area operation based in London, to explore the company’s enterprising growth agenda in the United Kingdom. For over four decades, the Swedish aerospace and defence company has provided the UK customer with a wide spectrum of products and services. Almost 1,000 businesses make up Saab’s UK supply chain, with 99 percent of these being SMEs, driving economic growth in communities across the country. Saab’s innovative technology, such as their electronic warfare and self-protection systems, have helped keep Royal Air Force pilots safe in Harrier, Tornado and Typhoon aircrafts. The Giraffe AMB and MAMBA radars, in service with the UK, have detected threats from the ground to keep British personnel safe around the world. Whilst a training and simulation team based in Westbury provides advanced training to soldiers using a high-tech laser system, which simulates realistic battle situations. Furthermore, an important production facility located in Southampton, Saab SeaEye, focuses on manufacturing world-renowned underwater

Magnus Lewis-Olsson, Head of SAAB Europe.

remotely operated vehicles. These vehicles are used in environments that are dangerous to humans such as those around underwater cables, oil and gas infrastructure as well as the decommissioning of nuclear power plants. Within civil society Saab’s security management systems are used by UK police forces and Transport for London, whilst their air traffic solutions are leading the way for the future of aviation with a digital air traffic control tower soon to become operational at London City Airport. A favourable business climate The UK is a natural partner country for Saab. Not only is there a productive synergy between Swedish and British ways of working, but also the British defence industry has a long and proud history. “The United Kingdom undeniably has the largest defence industry in Europe. The nation holds a distinguished international position, and it is prepared to use its military to underscore the importance of diplomatic activities around the world,” says Magnus. As a consequence, the general British attitude towards the industry is principally positive. Since the defence industry is remarkably intensive in technological development, its operations often result in beneficial spin-offs for other sectors. An example of such an application is the mobile telephone, which was directly linked to advances in radar technology.

“Our ambition is to pioneer high-tech phenomena such as radar technology, AI, digitalisation, big data and other important trends” Furthermore, the UK market offers a highly favourable environment in which to do business. First and foremost, the business environment is described as open, encouraging and overall business friendly. Magnus explains: “If a company operates and invests in the United Kingdom, it will receive the same level of business support from the government as traditional British corporations do.” Specifically, such benefits include access to funding in research and development as well as support on the highly active export market. Moreover, Magnus

reiterates the significant proximity of Swedish and British business culture. “British people are great business people. They are tough and structured yet profoundly respectful, which makes it nice to operate in their environment,” says Magnus. Investing in research and development In recent times, Saab has engaged in major investment projects in collaboration with the academic world. Globally the company invests around 25% of its turnover in research and development. In the United Kingdom, Saab’s collaborations with Cranfield University and Imperial College London has resulted in cross-industrial research and development programmes that are co-ordinated through their Innovation Hub based in London’s White City. One of the key focus areas is radar technology which “is truly multilateral and comprises immense potential. Just as Rome was not built in a day, this project will develop gradually over time,” Magnus explains. Moreover, the innovation hub aligns perfectly with Saab’s ambition to focus on producing advanced technology in the United Kingdom. “Our ambition is to pioneer high-tech phenomena such as radar technology, artificial intelligence, digitalisation, big data and other important trends,” says Magnus. Saab arranges similar joint efforts with academia in the Scandinavian region as well. For instance, the company bands together with Chalmers University of Technology and the Royal Institute of Technology in Sweden, as well as with Aalto Business School in Finland. Another example of a successful innovation centre operated by Saab is the one located in the United States. The American centre acts as an example of successful collaboration, playing an important role in the recently won contract to build training airplanes with Boeing for the US Airforce. An all-embracing ambition for Saab is to increase its operational footprint on the UK market, which is feasible by either engaging in merger and acquisition or organic growth strategies. As a result, the company hopes to increase the presence of ‘Saab UK’ on the British export market. Magnus concludes: “We aim to grow substantially in the United Kingdom, which is a strategically optimal market for Saab. We are convinced that we are at the right place at the right time.”

The LINK FEATURE

DIGITAL TRANSFORMATION IS ALL ABOUT PEOPLE In 2017, SCC patron Stena Line took off on a transformational journey to digitise and consolidate the company’s transactional processes. For Margareta Jensen Dickson, Group Head of People at Stena Line, the journey led to a thriving partnership with SCC member Quinyx, as she took on a holistic approach of the company’s workforce management. “When you talk about digital transformation, you think it’s a technological transformation. But really, it is all about a change in mindset and behaviour of people,” Margareta says. BY: JONAS EKLUND

Margareta joined Stena Line, a world leading shipping company and part of the Stena Group, in 2015. It wasn’t long after the company initiated its digital transformation and started to map out the current IT systems and processes. “We understood very quickly that there was a myriad of IT systems in different regions of the company. A central part of the digital journey is to make good use of your data, which becomes increasingly difficult when you have several disconnected systems that operate in isolation. During this time, I heard that our Danish counterparts had invested in a workforce management solution called Quinyx. Shortly after, I

received an invitation to an event from the Chamber that Quinyx was hosting, which encouraged me to reach out and explore whether their system could be a good fit for our wider organisation,” Margareta recalls. After a rigorous workforce management procurement process where Stena Line assessed 16 different suppliers, they recognised that Quinyx was best suited to meet their requirement for a modern, userfriendly solution. Optimised matchmaking Erik Paulsson, Business Development Manager at Quinyx, explains the idea behind

the software: “In essence, Quinyx optimises the matchmaking process between work demand and employee availability. This means including the employee in the decisionmaking process by letting them have a say on when they prefer to work. Not only are the employees happier and more productive as a result, but the business also becomes more resilient. The risk of late shift cancellations decreases and employees stay with the business for longer.” Margareta elaborates: “It makes life easy. In this area, you often have outdated processes, with phone calls to communicate and spreadsheets to plan and execute rosters. With Quinyx, it’s as easy as buying a cinema ticket. There is a simplicity to it, both from an employee and managerial perspective. The feedback from our managers that already use Quinyx is that there is no turning back, that this is the future.” Flexibility as a motivating factor According to Erik, employers today need to find new ways of making themselves attractive to employees: “What is a job? What does it mean to be an employee? It’s the employees’ market in many industries and we see flexibility is a motivating factor in job selection, even more so than salary. Including your employees in the process is no longer an employee benefit, but critical to having a successful and happy business.” Margareta agrees: “It’s one of the megatrends we see in the world today. The war of talent, in combination with urbanisation and globalisation has made the labour market global – you can work from anywhere today. It’s a huge challenge to find employees in blue-collar industries. This has become a

The LINK FEATURE

Margareta Jensen Dickson, Group Head of People at Stena Line and Erik Paulsson, Business Development Manager at Quinyx.

strategic issue and we’re constantly asking: ‘What can we do to make ourselves more attractive?’” Swedish leadership Transforming an organisation digitally also creates transparency in processes and decision-making which, according to Margareta, is a trademark of Swedish leadership. “I often say you should surround yourself with people who are better than you and let them get on with the job. This is Swedish leadership. We give autonomy and believe in people. We don’t micromanage, we simply let people deliver. This is where transparency comes in. There is a shift from knowledge to power, as systems and digitisation allows us to share that knowledge. Swedish leadership is something we should be proud of. Based on what’s happening around the world, this movement will be at the forefront,” Margareta says. Erik adds: “This is a business culture challenge that’s part of discussions we constantly have with C-level executives in blue collar industries. We ask them: ‘To what extent are you willing to incorporate your employees in the decision-making process?’.

Not everyone understands transparency and collaboration are critical for future success. There’s often a learning curve we have to take into consideration when talking about this shift and we have to respect the cultural impact a modern workforce management solution has on any business. With Stena Line, our values were aligned from the start, so it was very easy to move from the ‘why’ to the ‘how’ and the technical aspect then fell into place quite naturally.” Cultural transformation There is more to the digital transformation journey than just technology. According to Margareta, it is also about people: “When you talk about digital transformation, you think it has to do with just technical transformation, but there is a lot more to it. It’s about new ways of working, and a shifting mindset and behaviour in people. People need to understand our world is evolving and we need to evolve with it or be left behind.” “When people are onboard, the impact is clear to see,” Erik explains: “Our app gets strong reviews from our users, not only

because it is a great app, but because it improves the relationship between managers and employees”. Relationship based on trust So, what is the key to a prosperous business relationship? Erik says: “A relationship starts with a common vision and goal, and it leads to a promise that the goal will be reached together and there’s no end to the relationship. The days of selling something and saying goodbye are over. A customer like Stena Line will be involved in developing Quinyx for years to come because there’ll always be a need for feedback and optimisation. For us, success can only be mutual. If Stena Line succeeds, then Quinyx does too.” Margareta concludes: “A relationship is based on trust. If you have made a promise, you stand by your word. It is also about helping each other. If I have the opportunity to help Quinyx succeed and be successful, it will be positive for both of us.”

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”It feels like I live at a resort all year around with all the facilities. Our family moved to Norrvikens Kust in 2018, and we certainly do not regret it. To wake up to the sound of the waves every morning and to play tennis or padel is such a luxury. I love to run in the beautiful nature of the Bjäre Peninsula and to plunge into the sea or the pool afterwards. The atmosphere in the neighbourhood is delightful, which makes it easy to socialise among all ages. My family and I really enjoy living here.” Alexandra, aged 23 Here you have everything you need – without the big city stress.

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RETURN ON EDUCATION: LEARN HOW TO LEARN BEFORE IT’S TOO LATE Camilla Wallander, CEO, Berghs School of Communication

Camilla Wallander CEO of SCC member Berghs School of Communication, the leading Swedish communication, design and technology school, 78 years in business. Photo: Susanna Serenban.

With technology driving changes in all aspects of working life, our ability to learn, and when needed, unlearn old truths, have become our foremost strategic competence in order to succeed and prosper – both as individuals and companies. There is just one problem – most of us are not used to viewing education as a strategic tool for business success, and therefore lack the roadmap needed to get return on our educational investments. That’s the bad news. The good news? A great opportunity to get ahead of your competitors by jumpstarting your learnability competences and making sure that you future proof your organisation. What’s the fastest, and not least, most cost effective way to acquire new competences that we need going forward? Should we bring in new people with the right skills, or up-skill our current staff that knows our company culture? That’s one of the most frequent questions I get when I sit in panels. There isn’t a given answer, there are just too many parameters involved. But thinking through your long-term goals and not just automatically go for one option, is an important part of accelerating Return on Education (ROE) in your organisation. So, what’s the big secret when it comes to learnability? Just this summer I was invited to the Cannes Lions Educational Summit to address that very question. Traditionally, we have looked to higher education and the academic institutions for the keys to suc-

cess. Today, higher education is struggling to find the ground for its future foundation. From knowledge to know-how The era of one education that will last you a lifetime has passed. And when the concept of learning has changed from knowledge to know-how, and from being able to research the past to reshape the future, new learning structures are needed. Still, however we turn, education – in order to really add value – has to be viewed in its full complexity. It is a chain of interconnected concepts – not an event. That also means that education needs to be utilised as a strategic process, and not as a reward or a one-off. Like any other investment, you need to set goals and of course, make room for the learning itself where new skills can be mastered. But as importantly, you need to think through the actionplan so that new skills will be integrated in the everyday business. Learning experience In your company, you will have to review your key behaviour indicators to drive change so you both learn new skills, and make sure people use them. Adapting new behavior might be rewarded in the paycheck, but it might just as well be other affirmations and ways to show that management cares about the implementation just as much as the isolated learning.

learning experience (LX). Today we help many of our clients not only to improve their specific skills in communication, but also to view themselves as educators. To get up to speed with your own LX, ask yourself; what generates learning, should we use different formats for different learnings, what’s the optimal mix between online and on-site learning, internal resources or external competence, what kind of challenge or case do we use to drive engagement, and how can we accelerate the highly sought after “soft skills” such as collaboration, communication and creativity? To sum up and get back to the big secret; for me it’s about the difference when learning is just added, and not truly built in. I believe that the future belongs to those of us that have the insights, motivation and tools to make continuous learning an immersive experience. And we even have a new quotient to inspire us to make that effort: LQ, or Learnability Quotient. It reflects your ability to adapt your work life. And for me, when recruiting new managers to my team, the first question will be: What is your personal learning strategy? Meet Camilla Wallander at the SCC’s upcoming Business Breakfast on 30 January, when she will elaborate on building learning experiences. Register your interest at scc.org.uk.

I strongly believe that all companies need to design their own learning system or

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“We actually contribute to 15 of the United Nation’s Sustainable Development Goals.” Mikael Hellborg, new Managing Director at Alfa Laval in the UK & Ireland, on how a business founded in 1883 is providing sustainable solutions. BY: ERICA MÖLLER

SCC patron Alfa Laval, founded in 1883, has a long history of providing solutions for energy production, marine transportation, water supply and food processing, and is committed to improving working and living conditions for people all over the globe. The company has since 2011 been signed up to the UN Global Compact which demonstrates their strong values and business principles focused on Corporate Sustainability. Today the organisation has sustainability at the core of its business. The Link met with Mikael Hellborg, Managing Director of Alfa Laval UK & Ireland, to discuss how they interpret the UN Sustainable Development Goals in their everyday business.

 The patronship The SCC patronship consists of a core group of SCC member businesses committed to supporting the Swedish-British business community. The patronship comes with a range of added benefits - if you would like to know more, please contact membership@scc.org.uk.

Mikael Hellborg joined Alfa Laval back in 1985 after graduating from Lund University with a Master of Science in Engineering. At Alfa Laval, Mikael has held several positions within different departments and countries, most of the years as a manager for different marketing and sales business units. Earlier this year, he joined as Managing Director for Alfa Laval UK and Ireland.

“We aim to ensure sustainable products and solutions, but we also have to work with it internally to be able to walk the talk.” Alfa Laval is a global supplier of products and solutions for energy optimisation, environmental protection and food production, with a mission to optimise the performance of the customers’ processes. The organisation is also committed to the Global Sustainability Goals set out by the UN, which, according to Mikael, is closely intertwined with providing sustainable solutions to their customers: “It is interesting when it comes to sustainability because everything we do is related to help our customers reduce energy consumption, water use, waste and emissions. We don’t usually talk about it in terms of sustainability since it is the core of our business, but we ac-

tually contribute to 15 of UN’s 17 Sustainable Development Goals”, Mikael says. Sustainability at the core of business The United Nations has adopted 17 Sustainable Development Goals for 2030 that world leaders have pledged to achieve. According to Mikael, Alfa Laval contributes by setting measurable goals and by developing products and solutions that improve the efficiency of the customer’s production processes. “Providing sustainable solutions is at the core of our business and I believe that is why we stay at the forefront. The world’s energy needs are continuing to grow and we need to make

Mikael Hellborg, Managing Director, Alfa Laval UK & Ireland. Photo: Alfa Laval.

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greater use of technologies to enable greater efficiency.” Walk the talk As a result of the world’s increasing awareness around sustainability, new more strict regulations have emerged. “Speaking of environmental legalisations, the marine industry is changing at an ever-increasing pace. This is a prime example of a regulation-driven market, which I believe we will see more of in the near future”, Mikael says. Alfa Laval supports its customers to reach their environmental targets through several focus areas: Water and Energy efficiency, Marine ecosystems and responsible food production. These solutions contribute to improved access to clean and fresh water across the globe, renewable energy production processes, reduction of marine pollution and protection of marine biodiversity and the responsible use of natural resources. In addition to this, Alfa Laval also improves its own sustainability performance. Mikael explains: “We aim to ensure sustainable products and solutions for our customers, but we also have to work with it internally to be able to walk the talk. Internally we are at the beginning of our journey, and it includes everything from changing the plastic cups in our offices to switching to hybrid cars. We have to make sure it is interpreted in the whole organisation.”

Education and diversity Alfa Laval also works closely with the UN Goals that ensure education and diversity. The company believes that diversity and education maximise the potential of individuals and the organisation as a whole. To ensure this, Alfa Laval offers its employees competence development and has the aim that the composition

“These solutions contribute to improved access to clean and fresh water across the globe, renewable energy production processes, reduction of marine pollution and protecton of marine biodiversity and the responsible use of natural resources.”

Lead by example Mikael believes that sustainability will have to be at top of the agenda no matter which industry companies operate in. “I generally believe that companies within all industries have to prioritise sustainability in order to contribute to a sustainable future. We will try to stay at the forefront by continuing to provide sustainable solutions and trying to lead by example. We aim to be the preferred supplier when it comes to sustainable innovations, it’s a win-win. Working with sustainable processes and thereby minimizing the use of natural resources – whether that’s grapes, water or hops – has a positive effect on our customer’s bottom line,” Mikael concludes.

of the employees reflects the geographic markets they operate in. According to Mikael, this is a natural part of the company’s Scandinavian heritage. “Working at Alfa Laval, I believe you will notice our Scandinavian legacy, especially when it comes to our corporate culture.” He continues: “We are proud of the fact that we are a Swedish company, Sweden is a reputable country worldwide.”

 The United Nation’s 17 Sustainable Development Goals

The Sustainable Development goals (SDGs) are a collection of 17 global goals set by the United Nations General Assembly in 2015 for the year 2030. They address global challenges such as those related to poverty, inequality, climate, environmental degradation, prosperity, and peace and justice.

Alfa Laval optimises the performance of its customers’ processes, thereamong food processing. Photo: Alfa Laval.

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Lucas Fernström, Senior Enterprise Account Executive at Salesforce and mentee in 2018, says: “I cherished the opportunity of having an ally, to whom I could turn to for advice, as well as discussing potential changes in my professional career. The ability to air career choices and opportunities with someone more experienced than yourself and with your best interest in mind was very empowering.”

The mentorship meetups feature interactive discussions. Photo from a previous meetup in February 2019.

Launching a new season for the SCC Mentorship Progamme BY: SARA APÉRIA The Mentorship Programme for the next generation of leaders gives young professionals the unique opportunity to be inspired and mentored by established professionals from the Swedish-British business community. With the 2019 programme coming to a close this autumn, the Swedish Chamber of Commerce is now welcoming a new cohort of talented young professionals and experienced business leaders. The Link met with Dr Aarti Anhal, Programme Director, to explore the important role of mentoring in society and business. The Mentorship Programme aims to build bridges between the expertise of senior business leaders and the potential of future leaders. Dr Aarti Anhal says the vision of the programme is crystal-clear: “Mentors and mentees come together to learn, exchange ideas and develop in order to be successful in international business today, tomorrow and in the long-term future.” Multidimensional creation of value From a mentee point of view, the value of participation in the programme is multidimensional. Mentees have an opportunity to build a closer-knit relationship with an established and engaging leader from international business, from whom they can seek advice and experience. Practical skills and jointly found insights are encouraged during the quarterly interactive workshops, which are themed around current trends in business and bring together the wider group of mentors and mentees. The meetups also enable the mentees to build relationships across the mentee group, forming a diverse but informal community of young professionals

working in international business in London. William Ranby, Manager at management consulting firm Accenture, was a mentee of the programme in 2018. He says: “It was a diverse group of people from a variety of backgrounds that really provided an environment to learn from each other and grow professionally.”

On the other hand, a key success factor is the mentee’s early articulation of their learning objectives in terms of what they want to get out of the mentorship. Also, awareness of – and honesty around – one’s personal strengths, weaknesses and behaviour patterns are principal. Investing in young professionals Mentorship is a form of social contribution. Aaarti says: “When mentors pass on knowledge and experience to their mentees, they never really know how, where and with whom that gift will keep on giving.” Hopefully, the experience of being counselled by an inspiring senior professional awakens an interest in also becoming a mentor in the future.

Based on the experience of this year’s programme, that runs until the end of 2019, it is clear that mentors too draw considerable benefit from their participation. In addition to the rewarding work that comes from working closely with a mentee, the ability to understand a young professional’s view of the business world and their aspirations for career development also enables mentors to understand the future workforce, another area faced with disruptive elements. Aarti elaborates: “The most satisfying thing about being a mentor is sensing that you perhaps have had an impact on someone really finding their path, being their best self, or setting themselves up for a great future in which they can contribute to society.”

From a business point of view, it is becoming increasingly important for employers to invest in the development of existing talent. In fact, to enable one’s employees to enrol in a mentorship programme, is a strategic move with a high expected pay-off. Aarti concludes: “If companies want to optimise their existing talent, they should invest in young professionals and encourage their professional development. The knowledge, skills and experience acquired will find their route back into the organisation in a whole range of unexpected ways.”

Principles of a good mentorship According to Aarti, good mentorship is based on the principles of partnership. An important aspect of this is reverse mentoring, in which the mentees help the mentors gain insight into how they can lead more effectively in alignment with the needs and demands of young professionals. “Mentorship works best when two people view themselves as equals, with a lot to learn from each other,” says Aarti.

Several mentors are already confirmed, including Tracey Davidson (CEO of Handelsbanken Wealth Management), Kerstin Mogull (former Managing Director of Tate and Non-Executive Director) and Axel Berning (Head of Corporate Banking, CEMEA at DNB), amongst others.

The art of mentorship is evolving to now include a coaching approach to facilitate the learning and development of the mentee.

Applications now open The SCC Mentorship Programme 2020 is now open for applications.

Please visit www.scc.org.uk for more information on how to apply and what the mentorship programme can do for you and your career. The programme will start in January and finish in November 2020. Application deadline is 30 November 2019.

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TRANSFORMING AVIATION 4 SEPTEMBER The SCC hosted an event with SAS on the future of aviation at Soho Hotel. Keynote speaker Annelie Nässén, Executive Vice President Sales & Marketing, shared her view on how to win Scandinavia’s frequent flyers while becoming world-leading in sustainability in the aviation industry.

Peter Sandberg (SCC), Annelie Nässén (SAS), Markus Ek (SAS), Niko Ek (SAS)

Jane Montgomerie (SAS), Anna Dahlqvist Thuresson (SCC)

The Soho Hotel Theatre

MEET: NIK GOWING 1 OCTOBER SCC members had the pleasure of meeting and listening to Nik Gowing, Director and Founder of Thinking the Unthinkable. Gowing was formerly main news presenter of BBC World News for 18 years and has years of analytical experience in diplomacy, defence and international security. Members at Home Grown

Bengt Skarstam (Reshape), Ulla Nilsson

Nik Gowing (Thinking the Unthinkanble), Jan Olsson (Deutsche Bank)

David Williams (SSAB), Petter N Wihlbäck (EF Education First), Jonathan Hofstetter (Fieldfisher)

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BUSINESS BREAKFASTS 5 SEPTEMBER - 10 OCTOBER The Chamber’s Business Breakfasts bring together distinguished speakers with tailored and differently composed groups of professionals for intimate roundtable discussions. The breakfasts recently featured: Rajesh Agrawal, Deputy Mayor of London for Business (Hosted by SEB)

Breakfast at SEB

Mark Slaughter, Director General for Investment at the DIT (Hosted by Danske Bank) Kristina Lindhe, CEO & Creative Director at the Lexington Company (Hosted by DNB) Gian Power, CEO & Founder of TLC Lions and The Unwind Experience (Hosted by Kinnarps) H.E. Torbjörn Sohlström, Ambassador of Sweden to the United Kingdom and Mikael Olai Milhøj, Senior Analyst at Danske Bank (Hosted by Danske Bank) Julian David, CEO of techUK, the trade association for the UK technology industry

Sir Roger Gifford (SEB), Rajesh Agrawal (Deputy Mayor of London)

Karl Lindhe and Kristina Lindhe (The Lexington Company), Tania Tandon (TandonHildebrand), Suzanne Bolinder (Consido), Madeleine Hjalber (SCC)

Chris Barnett (Hövding), Kerstin Mogull

Justin Noton (London & Partners), Martin Hay (Scania), Carsten Amdi Jensen (Danske Bank)

Jessica Pitts-Brennan and Linda Yuan (Tailify), Axel Berning (DNB)

Michael Prince (Advanced Handling), Alexander Goodwille (Goodwille)

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Petter N. Wihlbäck (EF Education First), Mark Prisk (Member of Parliament)

Carsten Amdi Jensen (Danske Bank), Magnus Lewis-Olsson (Saab)

Greg Pickett (Stora Enso Timber UK), Maria Dahl (AstraZeneca), Mikael Milhoj (Danske Bank)

Steve Angus and Mark Slaughter (Department for International Trade)

H.E Mr Torbjörn Sohlström, Swedish Ambassador to the UK

Maria Tibblin (Maria Tibblin & Co.), Annika Simonsson Bergqvist (Swedish School in London), Dr. Aarti Anhal (before nine)

Gian Power (TLC Lions), Laura Walsh (PPL)

Breakfast with Julian David at Charlotte Street Hotel

Julian David (techUK), Malin Holmberg (Target Global), Peter Sandberg (SCC)

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ANNUAL CRAYFISH DINNER 6 SEPTEMBER On Friday 6 September, SCC welcomed guests to the Annual Crayfish Dinner. The evening offered scrumptious crayfish and great company in an exquisite venue at 1 Lombard Street.

1 Lombard Street

Karin Hรถgman

Danielle Lane (Vattenfall), Ulrika Wising (Shell)

Johanna Buremo (SEB), Jan Olsson (Deutsche Bank)

Patrik Hรถgberg (Loomis), Kenneth Hรถgman

Brian Starling, Lisa Poole (Vattenfall)

Petra Grandinson (Epiroc), Peter Sandberg (SCC)

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LINK UP DRINKS 17 SEPTEMBER On Tuesday 17 September, the Chamber organised the third Link Up Drinks of the year, hosted by SCC member Home Grown in Marylebone. Throughout the evening, guests enjoyed high-level networking and met the most recent members in a relaxed atmosphere. The Guests also enjoyed English Quality Sparkling Wine sponsored by SCC member Busi Jacobsohn Wine Estate. Anders Bäckström (Current Consulting Group), Trevor Warmington (Rawlinson & Hunter)

Susanna Busi Jacobsohn and Douglas Jacobsohn (Busi Jacobsohn Wine Estate)

Hanna Aqvilin and Sofia Bressner -Riddell (Fika Communications), Alex Harrington-Griffin

Steve Edge (Steve Edge Design)

Johan Wadenholt and Omid Ekhlasi (Voxo)

Dennis Twumasi (Novicell UK), Henrik Barkman (SCC)

Mathew Joseph and Ola Nordbye (Kinnevik Capital), Peter Sandberg (SCC)

Johanna Kriisa (Kriisa&Co), Carolina Carlsson (Cassandra Oil), Alex Haddon (IC Design)

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Upcoming events

 Link Up Drinks in Manchester 21 Nov | The Albert Square Chop House, The Memorial Hall Albert Square, Manchester SCC member price: FREE Non-member price: FREE Welcome to the fifth Link Up Drinks of the year, hosted at The Albert Square Chop House in Manchester. The drinks reception brings together members and friends of the Chamber for an evening of high-level networking. The Link Up Drinks in Manchester is kindly sponsored by Fieldfisher.

 Business Breakfast featuring Miles Celic, Chief Executive Officer for TheCityUK

25 Nov | 1 Lombard Street, London EC3V 9AA SCC member price: £25 Non-member price: £75 Welcome to this roundtable discussion featuring Miles Celic, Chief Executive Officer for TheCityUK. Miles has held this position since September 2016. He is also a member of the HM Treasury Financial Services Trade and Investment Board (FSTIB) and a member of the board of UK Finance.

LD SO

 Annual Christmas Luncheon 2019

6 Dec | The Landmark London, 222 Marylebone Road, London SCC member price: £45 Non-member price: £135

 MEET: Daniel Franklin, Executive and

The Swedish Chamber’s Christmas Luncheon has a long history dating back over a century. Today, it is the pinnacle of the business calendar, bringing together some 500+ business people from across the Swedish-British community and is the largest luncheon of its kind outside of Sweden. Please note that the Annual Christmas Luncheon has sold out. To be placed on the waiting list, please contact events@scc.org.uk. The luncheon is generously sponsored by Handelsbanken Wealth management.

22 Jan | TBC SCC member price: £45 Non-member price: £135

Diplomatic Editor of The Economist

We have the great pleasure of welcoming you to meet Daniel Franklin, Executive and Diplomatic Editor of The Economist, and to discuss the World in 2020. Mr Franklin joined The Economist in 1983 to write about Eastern Europe. He has been Europe Editor, Britain Editor, Washington Bureau Chief, Editorial Director of the Economist Intelligence Unit, Editor-in-Chief of Economist.com and the newspaper’s Business Affairs Editor. He chairs The Economist Educational Foundation.

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 Link Up Drinks with Tiger of Sweden

 Nordic M&A Forum

5 Feb | Tiger of Sweden, 210 Piccadilly, London SCC member price: FREE Non-member price: £45

6 Feb | Linklaters, One Silk St, London SCC member price: £45 Non-member price: £135

Welcome to the first Link Up Drinks of the year with Tiger of Sweden, a Stockholm-based fashion house established in 1903 with heritage in tailoring. For more than a century, Tiger of Sweden has stood for style with purpose, dressing men and women for whom true style is about the confidence to be themselves.

The Nordic M&A Forum in London will be discussing the year ahead for Nordic cross-border M&A and financing, and brings together stakeholders from across the industry, from banks, asset managers, private equity and advisory firms, from both the City and the Nordics. The Nordic M&A Forum is kindly sponsored by Fogel & Partners and Linklaters.

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SHARING THE PASSION FOR FOOTBALL ACROSS BORDERS The football season is upon us, which is the highlight of the year for all passionate football fans. The Link spoke with Per Gavelius, Founder and CEO of SCC member GO Sport Travel, and Nicholas Baines, football enthusiast and Lead Creative at SCC member Deliberate PR, to understand the attraction of English football, the mechanisms behind branding and PR, and why Swedish fans cross borders to follow their favourite clubs and players. BY: SARA APÉRIA One could argue that the Scandinavian interest for English football was born in the 1950s when Manchester United toured Denmark for the first time. But maybe it wasn’t until 1969, when the Swedish TV programme Tipsextra started to broadcast English Premier League games on a weekly basis, that English football truly gained a foothold in Sweden. Almost considered a religion ”Football is almost considered a religion in England. I have never witnessed such a passionate and genuine interest for the sport

anywhere else,” says Per Gavelius, Founder and CEO of GO Sport Travel, an agency offering sport experiences all over the world. The same strong sense of loyalty is commonplace among the customers of GO Sport Travel. For instance, some customers travel on a regular basis to experience all the games of their favourite club. Per explains: “If Arsenal or Manchester United had been located in Ulan Bator, the fans would have travelled there as well. The important part is to feel like being a part of the club, rather than the destination itself.” Proud football nation According to football enthusiast and Lead Creative at Deliberate PR, Nicholas Baines, there is a good reason for this passion, both in the UK as well as in the rest of the world: “England is widely credited with the invention of football. This is a point of pride within English football, contributing to the idea that no other country does it better. It has been a cultural export to the rest of the world, a constant fixture in the minds of the British population, and a means of keeping fit and building relationships. Britain boasts a successful historic record when it comes to football, which the public is very proud of.” Following the Swedish football legends While some of GO Sport Travel’s customers follow their favourite leagues, other direct their

Per Gavelius, Founder and CEO of GO Sport Travel.

unconditional support towards a specific football player, whom they follow across leagues and divisions. “People are willing to travel to watch our Swedish football legends play, regardless of if they play for Paris Saint Germain, FC Milan or Celtic,” says Per. A prime example of such a phenomenon, is when Zlatan Ibrahimović played for Paris Saint Germain. Prior to the Swedish superstar joining the French team, GO Sport Travel sold approximately ten packages per year to football games in Paris, whereas this number exceeded 2,000 during Zlatan’s golden days as PSG’s all-time leading goal scorer.

Nicholas Baines, football enthusiast and Lead Creative at Deliberate PR.

Inestimable value for broadcasters and sponsors Nicholas agrees and says that the recruitment of prominent foreign players to British teams, further strengthens the popularity of Premier League abroad: “One only needs to ask people walking down the streets of Stockholm about Freddie Ljungberg, to understand how individual players can forge fans in their native countries.” Because of this fandom, international broadcasters and sponsors consider the tournaments to be of inestimable value. “The attention of the brands and media companies then trickles down to supporters in other coun-

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Old Trafford, home football stadium of SCC member Manchester United.

tries, meaning that the Premier League has a presence on every continent.” Strong heritage and storytelling Clearly, the strong brands of British football clubs are not solely the product of great football tactics, but also an outcome of brilliant marketing efforts. Per elaborates: ”I believe that the concept of storytelling is very prominent in the UK. The national football stars are forever remembered and praised. For instance, the lounges of the club are named after histori-

cal legends. British clubs really cherish their heritage. That these British brands have succeeded in establishing themselves in Sweden, Singapore or Hong Kong is an unbelievable marketing success.” Future challenges and opportunities In terms of future challenges, Nicholas says that Brexit might have a significant effect on the British football landscape. A serious obstacle facing many British teams might be the intensifying difficulty of signing European play-

ers, due to the requirement and restrictions of work permits. Nevertheless, the opportunities, such as the increased media consumption, partially fuelled by the recent drastic innovations in technology, could outweigh the threats. According to Nicholas such a development is taking place on the American market: “America’s fondness of Britishness might well mean that the Premier League becomes more and more important across the pond, as the sport gathers momentum.”

About GO Sport Travel Founded in 2001, GO Sport Travel offers a variety of sport travel packages at most European sporting events. In England, GO Sport Travel offers match break packages at Chelsea FC, Arsenal FC, Manchester United, Crystal Palace, Watford, Manchester City and Tottenham Hotspur.

About Deliberate PR Deliberate PR helps make clever Nordic, US, and European start-ups and concepts make the news. Their news-infused approach allows Scandinavian, German and other European startups to turn the UK into a gateway to the wider English-speaking world, and then launch in the US.

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The LINK YOUNG PROFESSIONALS

Dear YP, As the leaves falling from the trees are shortly turning into white snow falling from the sky, we are beginning the final chapter of the 25th Anniversary of the Young Professionals of the Swedish Chamber of Commerce, an organisation we jointly have close at heart.

The vast array of social events has perhaps created a foundation, on which business relationships and life-long friendships have been able to grow.

The Junior Chamber of Commerce, as it previously was called, was founded in 1994 with the vision of connecting young professionals across the Swedish-British business community in London. In 2013, the organisation was renamed the Young Professionals. Throughout the years, the organisation has created value for its members on various levels. Our business events â&#x20AC;&#x201C; ranging from themed company visits to Entrepreneurship Forums â&#x20AC;&#x201C; might have inspired some to embark on a specific career journey, whilst the workshops aimed at professional development hopefully have generated valuable wisdom and knowledge.

The Young Professionals are looking forward to eventful times ahead, and to everything that the future of the organisation will bring. As we start a new chapter Sara, Henrik, Anna and Madeleine in the history of the Young Professionals, our mission remains, to build We hope to see you soon. bridges, create opportunities and invest in the young professionals from Swedish-British Yours sincerely, business community. We are proud and grateful to share the future of the Young Profession- Anna, Henrik, Madeleine and Sara als of the Swedish Chamber of Commerce Scholars 2019/2020 together with our beloved members.

IN THE YP CALENDAR

YP Annual Christmas Dinner

22 NOV

23 JAN

The Young Professionals warmly welcomes you to the Annual Christmas Dinner, an evening with a seasonal dinner, a grand raffle and unique networking opportunities at 1 Lombard Street.

Begin an exciting new year together with your friends from the Young Professionals, accompanied by cocktails, at The Little Yellow Door in Notting Hill.

Business Insights with Quinyx

Mentorship Programme

12 FEB

Join the Young Professionals and Quinyx, the market leader in workforce management, for an evening focused on finding ways to create an engaged and happy workforce.

Winter Drinks at The Little Yellow Door

2020

The Mentorship Programme for the next generation of leaders offers a unique opportunity for young professionals to benefit from an exclusive programme of workshops and individual mentoring by experienced and successful senior industry professionals from across the SwedishBritish business community. Application deadline is 30 November.

The LINK YOUNG PROFESSIONALS 14 SEP

YP Annual Crayfish Dinner The Young Professionals welcomed guests to the YP Annual Crayfish Dinner at Ekte Nordic Kitchen. It was a delightful evening with delicious food, lots of singing, great networking and a grand raffle.

9 OCT

Business event at IKEA Greenwich Earlier this autumn, the Young Professionals spent a sustainability-themed evening at IKEA Greenwich. After an interactive workshop focused on circular economy and sustainability, the guests enjoyed networking at IKEAâ&#x20AC;&#x2122;s roof terrace.

More photos available on our Facebook page. Young Professionals of the Swedish Chamber

ypscc

Young Professionals of the SCC

JOIN US | 5 December The Ham Yard Hotel 1 Ham Yard, Soho, London SCC member price: £90 Non-member price: £270 Book your tickets on: www.scc.org.uk or contact events@scc.org.uk Sweden and Britain celebrate centuries of friendship and trade, and our business and political spheres are tightly interlinked as a result of it. At the Swedish-British Summit we look at our joint future ahead, the challenges, and how we can learn from each other. “Outer Thinking” is about 21st century leadership, bringing together business leaders, entrepreneurs, politicians and academics from both Sweden and the United Kingdom, to address the greater trends facing us, from tech to climate change, the future workforce or global trade. Speakers include but are not limited to:

Hélène Barnekow, CEO, Microsoft Sweden

Rt Hon Sir Vince Cable, MP for Twickenham and former Leader of the Liberal Democrat party

Tracey Davidson, CEO, Handelsbanken Wealth Management

Katrina Dowding, Executive Vice President, Skanska UK

Steve Edge, Owner and Creative Director, Steve Edge Design

Dame Carolyn Fairbairn, Director-General at CBI (Confederation of British Industry)

Daniel Franklin, Executive and Diplomatic Editor, The Economist

Magdalena Gerger, CEO, Systembolaget

Dr Katarina Gospic, Director of Neuroscience, Spinview

Nik Gowing, Director and Founder of Thinking the Unthinkable

Mats Granryd, Director General, GSMA

Linda Griffin, VP Public Policy, King and Co-founder, European Tech Alliance

Luke Griffiths, Vice President and General Manager, Klarna UK

Edward Hallett, Managing Director, iZettle UK

Peter Jelkeby, Country Retail Manager and Chief Sustainability Officer, IKEA UK & Ireland

Micael Johansson, Incoming President & CEO, Saab

Dr Stephen Lorimer, Smart London Strategy and Delivery Officer, Greater London Authority

Christoffer Malmer, Head of SEBx

Gabriel Mellqvist, Presenter and Reporter, EFN News

Andrew Mitchell, H.M. Trade Commissioner for Europe

Fraser Nelson, Editor, The Spectator

Michael Sheren, Senior Advisor, Bank of England

H.E Mr Torbjörn Sohlström, Ambassador of Sweden to the UK

Marie Wall, Deputy Director Startups, Swedish Ministry of Enterprise

...and more speakers on scc.org.uk

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The LINK IN OTHER NEWS

In Other News Demo North Summit gathers industry-leaders to discuss sustainability and innovation North of Sweden has for a long time been a test and demonstration ground for industry-leading companies from all over the world. Now, representatives from industries like space, steel, transportation, mining and data centres gather for the first time – at Demo North Summit, on 26-28 February 2020 in Luleå and Piteå – to showcase how largescale solutions are solving large scale problems, such as environmental impact and speeding up innovation. The summit is hosted by Invest in Norrbotten. Learn more at demonorth.com.

Ejendals Safety Academy on tour SCC member Ejendals, a Swedish company specialised in products that protect hands and feet, has taken their education centre on tour, to discuss wellbeing in the workplace throughout Europe. Ejendals Safety Academy runs several courses each year, with customers, partners and retailers as students, teaching everything they know about hands and feet and how best to protect them with the proper safety shoes and gloves. Learn more at ejendals.com.

Anglo-Swedish Society celebrates a century in December This year the Anglo-Swedish Society celebrates a century of fostering greater understanding and friendship between Britain and Sweden. The society was founded in the aftermath of the First World War and today, 100 years later, it continues promoting intellectual and cultural crossover by organising events and supporting scholarships of the arts. Learn more at angloswedishsociety.org.uk.

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Svenska kyrkan

Välkommen till årets julmarknad!

Christmas Fair 2019

- din oas i London café

Svenskt kaffe & hembakta kanelbullar, svenska dags- och veckotidningar. Här finns alltid någon att prata med! Fritt WiFi & gästdatorer med skrivare. Anslagstavlor med tips på boende, jobb och vad som händer.

öppettider kyrka & café

Måndag - tisdag 10-17 Onsdag 10-19 Torsdag - lördag 10-17 Söndag 12-15 Gudstjänst söndag kl 11, onsdag kl 19 Söndagsskola & kyrkkaffe Ladda ner kyrkguiden - Appen där du kan se vår kalender och övriga kyrkor i Sverige och i resten av världen

Swedish food and handicrafts for sale. Pop-Up Café in the Church hall with homebaked cakes & sandwiches.

mötesplatser & kyrka

Ung i London, Öppet hus/Stay & play, Syjunta, soppluncher, lunchkonserter, Seniorträffar, föredrag, utställningar. Alla-kan-sjunga-kör, barnkör, kyrkokör, seniorkör. Gudstjänster, dop, vigslar och konfirmandundervisning.

thursday 21 nov 12am - 8pm saturday 23 nov 10am - 6pm sunday 24 nov 12noon - 5pm

sociala medier

Pre order/pick & collect: www.swedishchurch.com/london

www.svenskakyrkan.se/london facebook.com/svenskakyrkanlondon Instagram: @svenskakyrkanlondon

kontakta oss/bli medlem

Telefon 020 7723 5681 london@svenskakyrkan.se https://member.swedishchurch.com Om du är i nöd 07584 054143

Entrance fee £2 Children under 12 years free

på gång:

Chalmersspex fredag 15 november Lucia i St Pauls Cathedral 13 december (biljetter via Eventbrite) Lucia i Southwark Cathedral 15 december Lucia i Ulrika Eleonora 10, 12, 14, 17 december Info och biljetter: https://member.swedishchurch.com 6 harcourt street, london W1H 4AG svenskakyrkan.se/london

Notice that buggies are not allowed in the Church due to fire regulations.

svenskträffar utanför london se webben för mer information

www.rivalcolour.com

Link THE

Print in Good company! RIVAL AD THE SWEDISH CHAMBER OF COMMERCE FOR THE UK

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for printing services – in fact you’re looking at our printing NOW!

Linda Griffin, King & Mats Granryd, GSMA

IN CONVERSATION

On leadership in the tech industry MEET PETER JELKEBY New CRM & CSO of IKEA UK & Ireland STENA LINE & QUINYX PARTNERING UP “Digital transformation is all about people” ISSUE 348 - NOVEMBER 2019 0-12.indd 1

28/10/2019 15:20:32

CONNECT WITH THE INDUSTRY AT THE EVENT FOR DIGITAL MARKETING

Debatable Issue 14 – November 2013 | Souvenir Edition

A summary of the debates held in the House of Commons by the UK Youth Parliament, 15th November 2013

“Democracy is such a beautiful thing – I want a piece of that” (Georgina Hands, MYP for Lincolnshire Central)

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The LINK FEATURE

“Studying is not only about being at school” BY: ERICA MÖLLER The Gull & Stellan Ljungberg Foundation enables students to gain international experience through scholarships. This year the fund enabled the SCC to welcome Henrik Barkman to join the Membership & Community department for a whole year. The Link met with Sara Forsström, Director of Gull & Stellan Ljungberg Foundation, to find out more about the scholarship. Sara has over twenty years of experience from studying and working abroad. “I started in Germany where I studied at the University of Hannover. I spent a few years in Italy and another ten years in London, where I both studied and worked within journalism.” Today, Sara is Director of the Gull & Stellan Ljungberg Foundation, which her grandparents founded in 1997. When Stellan Ljungberg was young, he held an internhip in Germany which resulted in both a degree in mechanical engineering and a great life experience. “That experience was significant for him, and he carried it with him throughout his life. He always kept in touch with his German friends and read German newspapers. He kept the German experience very much alive”, Sara says. When Stellan came home from his threeyear trainee programme, he and his wife Gull started a tannery in Uddevalla which they ran together throughout their life. “Stellan was a business-minded man and always found it very important to keep learning, which is also why he read at least three newspapers a day.”

Henrik Barkman (Gull & Stellan Ljungberg Foundation Scholar), Sara Forsström (Director of Gull & Stellan Ljungberg Foundation).

Since the experience from living and studying abroad was very important to him, he made sure to carry it on to his grandchildren and future generations. When Gull and Stellan came up with the idea to start a fund, they found the purpose obvious – to enable students to go abroad. The Gull & Stellan Ljungberg Foundation focuses on supporting students from its original home. Sara explains: “We support students from Trollhättan and Uddevalla to study abroad. However, studying is not only about being at school. We apply a wide definition of what a student is which enables us to support, for instance, trainee positions.”

When speaking about Sara’s own experiences from living abroad, she enhances the importance of asking questions. “Do not expect to be understood, you are the outsider,” Sara says. “We want them to learn as much as they can and ask many questions. We want the students to be open to whatever they encounter and learn lessons from it, that can later be used back home.” The fund is currently distributing around 2.5 million Swedish kronor every year and Sara is optimistic about the future. “This is a large sum for the region, but I hope we will further extend the level of funds and award larger sums in the future,” she concludes.

APPLICATIONS NOW OPEN FOR SCHOLARSHIPS TO LONDON The Swedish Chamber of Commerce is proud to offer talented and creative young individuals the opportunity to gain international business experience by joining the Chamber and the Young Professionals organisation. In 2020, this opportunity has been made possible by generous scholarships donations from the Anders Wall Foundation, Gull & Stellan Ljungberg Foundation, the Scholarship Fund for Swedish Youth Abroad and Sten A Olsson’s Foundation. For application deadlines and more information, please visit our website: scc.org.uk

The LINK NEW MEMBERS AND PATRONS

NEW MEMBERS AND PATRONS The Swedish Chamber of Commerce for the UK is the ultimate business platform for Swedish and UK businesses, representing some 400 companies from across all sectors and industries, and from start-ups, SMEs, unicorns to large corporations. Membership comes with a suite of benefits for you, your colleagues and your business. If you would like to find out how you can maximise your membership, or to enquire about joining, please do get in touch at membership@scc.org.uk. But first, a warm welcome to our newest members.

New patron Gunnebo Entrance Control Gunnebo is the worldâ&#x20AC;&#x2122;s leading specialist in entrance control solutions and manufactures indoor and outdoor turnstiles ranging from simple Tripod Turnstiles, Entrance Gates, Full-Height Turnstiles to advanced Speed Gates and Security Revolving Doors for a wide range of applications.

New members Addnonde Group AB Addnode Group is an international information technology company with 1,600 employees in 19 countries. We develop and provide digital solutions to customers in industries such as construction, real estate, facility management, manufacturing, automotive and life sciences as well as in the public sector. We are growing steadily through acquisitions of well managed and profitable companies.

Bokio Bokio is a free-to-use accounting tool that utilises artificial intelligence to simplify bookkeeping, enabling small businesses, sole traders, and freelancers to save time and money. The software acts as a digital assistant, providing support for a wide range of administrative tasks including invoicing, employee expenses, reporting and VAT returns. Business owners love Bokio because of its ease-of-use.

Discover the World Ltd Discover the World specialises in arranging bespoke travel arrangements to the Nordic region as well as various other parts of the world. We have been operating for over 35 years and operate a charter flight between London Heathrow and Kiruna to service our clients who visit the Icehotel. We are very keen to work with any member of the Chamber.

DueDive AB DueDive uses technology to evaluate the quality of the technology you are about to acquire. DueDiveâ&#x20AC;&#x2122;s offering combines tools for automatically scanning and checking the code, with welldefined quality analyses conducted by a team of expert developers with decades of experience. We analyse and evaluate software systems and their ability to scale.

HomeMaker AB HomeMaker is a Software as a Service company digitizing the real estate and construction industry. Creating and enhancing revenue streams, enables construction efficiency.

Jagca Capital Jagca Capital is a family value driven active investor, founder and scaler of businesses (Venture Builder).

The LINK NEW MEMBERS AND PATRONS Kriisa&Co Kriisa&Co is an early stage investment fund dedicated to investing into ambitious entrepreneurs that seek to transform the future of mobility. Our investment areas are connectivity, autonomous vehicle technology, alternative powertrain and mobility services. We partner with companies and other investment funds to provide start-ups industry expertise and access to future funding.

Nordic West Office Nordic West Office is a global affairs consultancy and think tank that offers Nordic companies a new way to navigate the changing political and technological environment by bringing together high-level international expertise in academia, politics, communications and the legal field.

Oddbird Oddbird produces high quality non-alcoholic wine. Imagine a world without alcohol. No hangovers. No drunk drivers. Far fewer broken relationships and abused or neglected children. Simply put, a better place for everybody. And that’s what Oddbird is all about. Together we can make it happen, so that everyone can feel welcome.

Humly A digital marketplace that connects schools with educators that makes a difference.

Target Global Target Global is an international Venture Capital firm headquartered in Berlin, with €700m in assets under management. Connecting the key European startup ecosystems we leverage the unique DNA of each of our target geographies, across our global network. Building on our experienced team with substantial operational and investment experience, we help exceptional entrepreneurs to build market leaders.

TimeTerminal TimeTerminal produces Swedish engineered best-in-class touch screen terminals to support business critical Workforce Management, HR & Payroll cloud solutions. With a pedigree of experience in both the hardware design and the platform software, TimeTerminal are a vital element for any business to efficiently capture their employees time and attendance data.

Tipser Tipser is the e-commerce backbone for any media, helping publishers monetize content with embeddable product offerings.

TMF Group We make a complex world simple. TMF Group is the leading provider of administrative support services for international business expansion – organically or through M&A – and investment funds.

Winningtemp Engage your employees, improve team spirit, reduce attrition and increase business profitability. Winningtemp is a real time and automated platform which uses AI to enable a data driven people experience at your workplace.

YourPDi It’s a lot! Today you have to manage endless amount of information about yourself, your home, family, things and projects. YourPDi, the GO-TO app that makes it easy to get in control of what is important in life. Everything securely stored and protected in the cloud – fast and easy to find when you need it.

The LINK MEET

Peter Jelkeby COUNTRY RETAIL MANAGER & CHIEF SUSTAINABILITY OFFICER AT IKEA UK & IRELAND BY: SARA APÉRIA

The legacy of SCC patron IKEA was born in the modest Swedish locality of Älmhult in 1943. Nearly eight decades later, the brand has evolved into one of the world’s leading global retailers with more than 200,000 employees in 52 countries on all populated continents. The Link met with Peter Jelkeby, Country Retail Manager and Chief Sustainability Officer at IKEA UK and Ireland, to understand how IKEA realises its vision to create a better everyday life for the many people around the globe. Peter Jelkeby began his career within IKEA as a part-time store assistant in Gothenburg, from where he climbed the ladder before temporarily leaving IKEA for roles at Habitat and Clas Ohlson. Ten years later, he returned to IKEA as Country Retail Manager for the UK and Ireland. The global retailer brought Peter on a career journey across the world, including Russia, Vietnam and the United Kingdom. “When I was a student working for IKEA, I wrote my dissertation about the company attempting to enter Russia, so I decided to pitch my findings to the bosses. They must have liked what they heard, as I ended up working for IKEA in Moscow,” Peter recalls. Although Peter did not initially plan to seek a career in retail, pursuing a career within the world of IKEA felt like a natural step. According to Peter, the attractive traits of the company from an employer branding perspective are plentiful. He explains: “IKEA has always been special to me and seeing a company that is so willing to look at every aspect of its design to ensure longevity in an ever-changing market has always excited me. To also do this with consideration for the environment and being a truly circular business is something that I am very proud of,” says Peter. Fourth largest market in the world The history of IKEA in the UK market began in 1987, as it opened its first brick and mortar store in Warrington, a medium-sized town located in between Liverpool and Manchester. Approximately 30 years later, the United Kingdom has become the fourth largest IKEA

market globally. With 22 full-sized stores, three Order and Collection Points and two Planning Studios, the corporation is constantly developing new tactics of becoming more accessible to the many people. “We revolutionised the way people bought furniture for their homes here by bringing affordable design to the masses. I firmly believe we are a key part of the culture of the nation,” says Peter. On a personal note, Peter describes the UK as an exciting market to operate in. “I believe that the United Kingdom has one of the most dynamic retail offerings in the world, so it is an exciting place to be,” he says.

the customers to live in a more sustainable manner. This has resulted in the “Live LAGOM Community”, the Swedish secret to leading a more sustainable life. The philosophy is based on believing that small changes can have a big impact and that a moderate consumption and way of life is the key to sustainable living. Peter explains: “We know that increasingly, more and more people are becoming conscious of the impact they are having on the planet, so we want to provide them with relevant products and solutions that can enable them to take small steps which in turn have a positive impact on the planet.”

Entrepreneurship in the DNA The brand identity of IKEA is essentially characterised by its rich heritage. The company’s founder Ingvar Kamprad came from humble beginnings, which fuelled his desire to provide the many people with affordable furnishing solutions. “Ingvar’s entrepreneurial spirit is a part of our DNA, and his values and approach to life continue to play an important part in everything that we do,” says Peter. Accordingly, the ability to create value for external customers is strengthened by a strong internal business culture. Peter explains: “Our culture is built upon enthusiasm, togetherness and a ‘get-itdone’ attitude. We are curiosity-driven problem solvers, constantly looking for new and better ways of doing things.”

Pioneering in sustainability In terms of sustainability, IKEA regards the current state of the climate crisis as utterly serious and realises that revolutionary changes must be made quickly. “We are facing a climate crisis and global warming is no longer a distant threat, but a visible reality. The climate crisis is affecting the lives of many millions of people around the world and we know that we are running out of time,” Peter accentuates. In accordance, IKEA directs its focus towards becoming a climate positive enterprise. This implies a reduction of more greenhouse gases than what the entire value chain of IKEA emits. “The total direct and indirect IKEA climate footprint is an estimated 0.1% of the world’s greenhouse gas emissions. We have a big responsibility and an opportunity to make a positive contribution to tackling the climate crisis.”

Regarding what part of his job that he values the most, the answer is clear. “Working alongside such passionate and dedicated colleagues who all want something good for IKEA – we are all driving towards the same goals and want IKEA to succeed in what we know is a particularly challenging time for retail,” says Peter. Live lagom The concept of “lagom” – which signifies not too little and not too much, permeates the cultural identity of many Swedes. Likewise, IKEA strives to incorporate this fundamental value system within all of its business operations globally, in order to encourage

Moreover, IKEA is currently working ambitiously on transforming from a linear business to a circular one by the year of 2030. “Becoming a circular business is a transformational journey for IKEA. As a resource dependent business, we must find new and innovative ways to work with renewable and recycled materials,” Peter discusses. In order to achieve this essential goal, the corporation has determined four commitments; manufacturing 100% circular products, only interacting with renewable or recycled materials, establishing new consumption patterns of products as well as

The LINK MEET

Peter Jelkeby, Country Retail Manager & Chief Sustainability Officer at IKEA UK & Ireland.

taking the lead on extending the longevity of products. Peter continues: “Sustainability is everybody’s business at IKEA. It is at the heart of everything we do and a part of our DNA. For us, it is about balancing economic growth and positive social impact with environmental protection and regeneration.” In relation to its pioneering sustainability agenda, IKEA also aims to promote and encourage its customers to take on a sustainable lifestyle: “We want to inspire and enable more than 1 billion people to live better everyday within the limits of the planet and are always looking at different ways we can help our customers to live a more sustainable life at home.” As a result of this inspirational approach, IKEA opened its leading sustainable store in Greenwich in London earlier this year. The centre functions as an innovative oasis where citizens can come together and co-create solutions for a sustainable future. For instance, the facilities feature a Learning Lab, which is a global first for IKEA. “We welcome customers, creative partners and the local community to explore prolonging the life of products, grow food, upcycle and live a healthier and more sustainable life at home.” The biggest transformation in history The operating business model of IKEA has been successful for decades. Nevertheless, times are changing drastically in terms of customer, lifestyle and consumption behaviour. In consequence, IKEA is currently undergoing its biggest transformation in history. “The world around us is changing at a pace that we have never experienced before, and we need to change with it. It is a really exciting time

which sees us transforming to be closer to where people are with new city-centre formats and an even better digital experience, all the while focusing on becoming a truly people and planet positive retailer,” says Peter. In particular, a major element of IKEAs transformation strategy is an increased focus on innovative digital solutions as well as an exploration of new and emerging technologies. The fundamental ambition is to make the lives of the customers easier, by offering more choice and convenience throughout the shopping experience. “Our customers continue to demand more choice, whether that is faster services, more convenience or greater accessibility. That is why we are developing and exploring digital solutions to give customers the experience they are looking for. Our ambition is that our customers will be able to search, find and buy with us online within five minutes.” To illustrate, IKEA has recently developed a few smartphone applications, that aims to facilitate the retail experience. For instance, an augmented reality app helps customers to visualise furniture and other products from IKEA in their homes. Moreover, the IKEA store app aids customers in being time-efficient, by constructing shopping lists prior to arrival, as well as determining the stock availability and location of certain products in advance. “We remain committed to offering an affordable and inspirational product range – but increasingly we know it is not just about the products, it is also about our service offering. We want our range of services to be even more compelling to customers as we know that convenience is key,” Peter explains.

For the sake of the many people All operations of IKEA are derived from its core purpose, which is to create a better everyday life for the many people. In practice, this results in a genuine belief that everyone deserves well-designed home furnishings at an affordable price, regardless of what affordability means to them. “Our overarching vision is to create a better everyday life for the many people; not just for our customers but also our co-workers and the people that we work with across our entire value chain,” Peter explains. This vision stretches wider than the product assortment of IKEAs many racks and shelves. “We want our business to have a positive impact on the world – from the communities in which we operate, to how and where we source the materials that we use, to the way our products can support customers to live a better and more sustainable life at home.” Looking forward, Peter accentuates the necessity of remaining true to the core purpose of the brand. “As already stated, our vision is to create a better everyday life for the many people. Here in the UK we will achieve this by focusing on creating a new IKEA that is more affordable, reaches more people, delivers excellent customer experiences and is truly people and planet positive,” Peter concludes. Meet Peter at the Link Up Drinks at IKEA’s Planning studio on Tottenham Court Road, on 6 November.