The collaboration with Swedese goes back almost 20 years, to 2003 when Roger Persson designed his first item of furniture. Swedese had just acquired Söderbergs Möbler and was looking for a new designer to expand its range.
"I was given the task of designing an armchair,” recalls Roger. “I was young and new to the industry, and I’d done a real mix of pieces within industrial design, but no furniture."
The armchair that Roger started out designing was the origin of Swedese’s Happy, one of the company’s runaway successes. Happy was exhibited at international trade fairs on its launch, and was immediately given an extremely positive reception.
"I remember the CEO at the time calling me to say they’d sold a container of Happy armchairs to Japan. I had nothing to compare this with, so I didn’t know what it meant, but I could see that he was over the moon."

<h2>Breadth has its advantages</h2>
Roger studied industrial design at HDK-Valand in Gothenburg and furniture design in New York, before setting up a design agency with some of his course mates from HDK. The jobs varied in nature, but the design process tended to be more or less the same.
"Mixing projects is both fun and useful,” he says. “Which is why I’ve continued to do different things, although it is mostly furniture these days."
<h2>Concept without compromise</h2>
Getting an item of furniture from the drawing board into production requires cooperation with the product development department, and the discussions about what is achievable and what can be compromised on are sometimes lively, to say the least.

The collaboration with Swedese is open-hearted, with a family feel, says Roger. We know each other well. I like to challenge technology and push the boundaries of what is possible, which obviously leads to discussions at times. There are some things I’m willing to compromise on, but not the basic concept for the furniture, as it is rarely positive for the outcome.

The Bespoke tables are a prime example. They look simple, but for someone in the know, their construction is quite spectacular - at first sight, it might even seem impossible. The sophisticated simplicity is also what makes the tables special. And so Roger and the product development team defied the impossible and continued to test and tweak, without compromising on what was important. The new members of the Bespoke line now being launched share the same core concept, keeping the design in the same family.

<h2>Inspired by everything</h2>
Roger Persson finds his inspiration anywhere and everywhere. In art, films, exhibitions or in nature. He often zeroes in on something, an idea or a phenomenon that can be put through twists and turns over a period of time.

I find a basic idea, and then I dig into all the different facets. For example, I’ve been fascinated with stripes and a kind of optical illusion for many years. And then traces of this can appear in everything I do in some way or other. It becomes a way for me to find my own inspiration.

"It’s interesting to see what sticks,” adds Roger. Sometimes it’s difficult to see it yourself, but I think we’re affected by things early in life, and that means that some things will always keep cropping up in different forms. I find it also affects what I find appealing in other people’s designs."
To Roger, music is another important source of inspiration, and a good way of shutting everything out. The sounds in his headphones can vary wildly. Some the old favourites are always present – Bowie, The Beatles and Radiohead, for example. But the playlist might also be shared with his 17-year-old son, or feature pieces of classical music.
Breadth appears to be a recurring theme, in both his inspirations and his own output, which makes it even more exciting to see what future classics Roger Persson will come up with.

Roger Persson keeps the essence of his products in focus throughout the development process. His designs for Swedese include top sellers such as the Happy series and the Bespoke tables. We meet in Vaggeryd to talk about the latest Bespoke tables, but also what inspires, consciously or unconsciously, and how some influences seem to be embedded deep in the muscle memory.

Roger Persson, designer of Bespoke Lounge

Tuesday May 17 
16.30-20.00 Opening exhibition, by invitation only
Wednesday May 18 
Open 11.00-20.00 
11.00-11.50 Internationell press, pre-booked only
Thursday May 19 
Open 11.00-18.00 
09.00-11.00 Press breakfast, pre-booked only
Friday May 20 
Open 11.00-18.00
Saturday May 21 
Open 11.00-16.00

Stockholm Creative Edition is a festival-like design week, where showrooms, studios and pop-ups invite design minded for inspiration, meetings and experiences.
<a href="https://stockholmcreativeedition.com/">Read more about Stockholm Creative Edition on their website.</a>

Swedese is a part of Stockholm Creative Edition 2022, between May 18 and May 21. Our showroom is open, we will meet the press and show our world of creativity. Our new series Bespoke Lounge is presented in a temporary creative installation by Tina Hellberg and Grand Public, in our showroom on Malmtorsgatan 5 in Stockholm. We also show our latest collaboration with Malmö-based artist Jon Koko.

Swedese x Stockholm Creative Edition 2022

The Stella High Back armchair, designed by Broberg &amp; Ridderstråle, is the latest addition to the Stella chair family. With its soft and sweeping lines together with the narrow back, Stella gets a low-key and sophisticated expression that makes the chair fit just as well in the home office as well as in conference rooms as well as smaller meeting rooms or a lounge.

Stella High Back is a gracious and comfortable armchair, standing out in its category with a neat and elegant construction. Both the seat and back are supported by the same tube, that also functions as an armrest. The wheelbase is specially developed for Stella, with adjustable height – with or without tilt function. 
The construction of Stella High Back makes it easier to reupholster the chair, thanks to the independent parts for the seat and back. All components of Stella High Back are replaceable.

The Stella High Back armchair is the latest addition to the Stella chair family.

Stella High Back - the latest addition to the Stella family

The platter is designed by Sara Gibrand and produced in close collaboration with competing chef Jimmi Eriksson and Swedese. The inspiration comes from Jimmis favorite era, art deco, which became the main theme in the design process. The challenge was to create something that stands out, with no resemblance with previous platter used in the Bocuse d’Dor competition.
The first prototype was made out of foam, where the outer corian rim was attached. Then the hand blown glass was added, together with the hand forged brass and laser cut brass details, mirrors and small crystals.

”From the beginning, we found a theme to work with, and we stuck to it throughout the entire project in this great collaboration, Sara Gibrand, designer, says.

Jimmi Eriksson was qualified for the finale in Lyon in January 2023. His commis, assistant, Thilda Mårtensson was awarded Best Commis during the competition in Budapest. Team Sweden also got the Best Platter prize.

”We really completed each other in this project, and the success with the final product is the result of this”, says Mats Grennfalk, Product Development Manager at Swedese.

The collaboration between Bocuse d´Dor Team Sweden started in 2021, when Swedese produced a take out-box used for a new part of the competition that year. Team Sweden was awarded for best Take out-box, and chef Sebastian Gibrand ended up on 5th place in the competition.

In collaboration with Bocuse d’Or Team Sweden and designer Sara Gibrand, Swedese produced the platter used by chef Jimmi Eriksson and his team in the competition in Budapest on 23-24 March 2022.

Bocuse d’Or Team Sweden in collaboration with Swedese

"Sincerely Vaggeryd" is a modular furniture system reminiscent of cursive handwriting. Easily varied in size and function; elongated to eternity, or abruptly cut off.

Inspired by the rich heritage of Swedese’s work with bentwood veneer, Simon and Tora had a desire to translate our classic design language into a new context. “Sincerely Vaggeryd” is the result of experimentation with repetition, rotation and combination of already existing press moulds, creating shapes completely detached from the purpose for which they were originally created.
<h2>The design collaboration All Thoughts Welcome</h2>
All Thoughts Welcome is a collaboration between 13 BA Design students and six Swedish furniture producers. The students have worked in teams of two or three, creating a piece of furniture within a given brief, seeing their partner company’s current collection through their own eyes.

Simon Mattisson and Tora Kirchmeier, BA Design students at Beckmans College of Design, have designed "Sincerely Vaggeryd" as a part of the design collaboration project All Thoughts Welcome. "Sincerely Vaggeryd" is a series with a bench and two tables.

Sincerely Vaggeryd - a design collaboration

Jens Fager is the Creative Director of the Swedish entry and has been responsible for developing the box, in close collaboration with Swedese and Sebastian Gibrand and his team. This is the seventh time Jens has taken on the challenge of being design manager for Team Sweden, both in the European competition and in the final in Lyon. The take-away box, like the food, will be judged by the jury according to set criteria. These include how well the chefs have succeeded in conveying their national identity, and the level of craftsmanship. 
-The challenge has been to design a box that serves its function, showcases each individual dish and gives that wow factor. While the box should add to the experience, the focus must always be on the food – everything else is just there to enhance it, explained Jens Fager. 
Jens Fager contacted Swedese at the start of the summer with a vision and his design. Swedese was chosen because it was a demanding job with a tight deadline.

“I associate Swedese with quality and an intuitive approach. After all the product is going to be examined closely and assessed, which puts a lot of pressure on the maker. And I didn’t want to come with a completed idea; there had to be scope to develop it with the team. It’s great when you can allow for contributions from other professions,”

The Swedish box is an advanced piece of handiwork made entirely from ash, with a lid made using a steam bending technique. Each part features selected wood and every detail is hand made.
-Ash is a wood that is both strong and delicate, with a distinct character. The blond wood feels typically Scandinavian and together with the design it conveys a clear Swedish touch,” said Jens Fager.

Mats Grennfalk is Product Development Manager at Swedese. Together with his product development team, he has worked closely with Jens Fager to deliver the product in the short time available. 
-It’s been a fantastic project to work on. There’s been lots of discussion and the final product has emerged from a thorough process. We’re incredibly proud of the result and have been working flat out for the gold,” said Mats Grennfalk.

"We’re incredibly proud of the result and have been working flat out for the gold,”

On 26–27 September, the final of the world’s most prestigious competition for chefs, Bocuse d’Or, will be held in Lyon, with Sebastian Gibrand leading Team Sweden. New to the competition this year is a take-away theme that ties in with the challenges faced by the restaurant industry worldwide during the pandemic. A three-course meal will be presented in a take-away box designed and made by each team.

Swedese delivers take-away to Team Sweden in Bocuse d’Or

The first Bespoke table was designed by Roger Persson and went into production in 2010. The challenge back then was to produce a table with a simple, pared-down design, but that actually pushes the boundaries of what is possible in a sophisticated way. 
-As part of the design process, we have placed considerable emphasis on the possibility of combining the tables in sizes and heights. It’s similar to a nest of tables, to encourage creativity. The streamlined design allows scope for this, said designer Roger Persson
Bespoke tables are characterised by their simplicity, but in the join between leg and top there is a small design element that distinguishes them from other tables. This detail has remained as a feature of Bespoke Lounge.

“We often describe our design philosophy as Sophisticated Simplicity. Bespoke is an excellent example of this.”

-We often describe our design philosophy as Sophisticated Simplicity. Bespoke is an excellent example of this. To create a table this small and streamlined yet still stable requires both the designer and the builder to have a sound knowledge of furniture construction,” explained Mats Grennfalk, Product Development Manager at Swedese.

-There is a clear family feel to the range, and the new, low tables share the same fundamental concept as the previous ones. However, to achieve the same pared-down look they have been given other dimensions, Roger Persson explains.
Roger Persson was born in 1967 in Karlskrona, trained as an industrial designer at the University of Gothenburg’s Academy of Art and Design and has studied furniture design at the School of Visual Arts in New York. Since 2009 he has been managing his own studio, Roger Persson Design, which designs furniture and other interior design products. Besides Bespoke he has designed a wide range of products for Swedese.

This autumn’s new product from Swedese is an addition to one of our existing product families. With their clean and minimalist look, Bespoke tables blend in with numerous different settings and are easy to combine with other furniture. The new lounge table is no exception. The table comes in several different sizes and designs that can be combined or used separately.

Bespoke Lounge complements a strong family

<h2>Red like lingonberries in the forest</h2>
That was our initial idea when we brought red into the Swedese palette this autumn. A strong color and a distinct feature in the collection presented in our showroom for Stockholm Creative Edition. In her book Shades of light, Margrethe Odgaard calls red "the mother of all colors", and Diana Vreeland, legendary fashion editor of Harper's Bazaar, Vogue and consultant at the Metropolitan Museum of Art in New York, has claimed it to be "the great clarifier – bright, cleansing, revealing. It makes all colors beautiful.” Closer to home, at Lilla Hyttnäs in Dalarna in the early 20th century, another authority in the field, Karin Larsson, put together the color red with the green. She repainted old furniture and dressed them in expressive fabrics, woven and embroidered by herself.
<h2>New colors link to previous collections</h2>
For this autumn's selection, we have chosen a wool fabric inspired by the rich patterns of Karin Larsson for the Lamino armchair. To match this, selected details have been painted oxide red and a few of our accessories, such as mirror and tray Comma by Mia Lagerman, have been given an English red color. In our work with colors for 2022, as always, we are keen to form a strong connection to previous collections. This is a way to ensure a flow of possibilities in combining colors and fabrics. 
The warm red colors are a natural continuation of the yellow theme from previous seasons, simply because they are beautiful together. Sometimes it is that simple, and our ambition is always to evoke a sense of comfort. At Swedese we call it obliging elegance.
<h2>Bespoke news</h2>
This autumn we are delighted to introduce a new member of the table family Bespoke. Designed by Roger Persson and in production since 2010, the Bespoke tables are, as the name suggests, available in customized sizes. The newest addition is Bespoke coffee table, which can be ordered in a variety of designs, seven of which can be seen in our showroom.
We hope to see you in our showroom at Malmtorgsgatan 5 during the Stockholm Creative Edition.
<h3>Events in our showroom</h3>
Thursday September 23 
16:00-18.30 
After work get-together
Friday September 24 
08.30-10.00 
Breakfast, only pre-booked, RSVP to <a href="mailto:&#105;&#x6e;&#103;&#101;&#x6c;&#x61;&#x2e;&#119;&#x65;&#x72;&#110;&#101;&#x72;&#64;&#x73;&#x77;&#x65;&#100;&#x65;&#x73;&#x65;&#x2e;&#x73;&#101;">ingela.werner@swedese.se</a>
12:00-18:30 
Product launch &amp; meet the designer – Bespoke Lounge tables
16:00-18.30 
After work get-together
Monday September 27 
Force of nature – Swedese and Team Sweden colab for the Bocuse d’Or Grand Final 2021. 
Visit us in our showroom to experience this unique collaboration. 
Monday 27th – Wednesday 29th.
16:00-18.30 
After work get-together
Tuesday September 28 
08.30-10:00 
Breakfast, only pre-booked, RSVP to <a href="mailto:&#x69;&#110;&#x67;&#x65;&#108;&#97;&#x2e;&#119;&#101;&#114;&#x6e;&#101;&#114;&#x40;&#115;&#x77;&#101;&#100;&#x65;&#x73;&#x65;&#x2e;&#x73;&#x65;">ingela.werner@swedese.se</a>
12:00-14:00 
Lunch and presentation. By invitation only. For more info please contact <a href="mailto:&#109;&#x61;&#114;&#105;&#97;&#x2e;&#104;&#x61;&#x72;&#116;&#x6f;&#x67;&#x2d;&#x68;&#111;&#108;&#109;&#64;&#116;&#114;&#x65;&#110;&#100;&#x67;&#114;&#x75;&#112;&#x70;&#101;&#x6e;&#x2e;&#115;&#x65;">maria.hartog-holm@trendgruppen.se</a>
Wednesday September 29 
08:30-10:00 
Press breakfast, for more info please contact <a href="mailto:&#x6d;&#97;&#114;&#x69;&#97;&#x2e;&#104;&#97;&#114;&#x74;&#x6f;&#103;&#x2d;&#104;&#x6f;&#x6c;&#x6d;&#64;&#116;&#x72;&#x65;&#110;&#100;&#103;&#114;&#117;&#x70;&#x70;&#x65;&#110;&#x2e;&#115;&#x65;">maria.hartog-holm@trendgruppen.se</a>
<a href="https://stockholmcreativeedition.com/">More info at the Stockholm Creative Edition website</a>

Meet Swedese at Stockholm Creative Edition 23-29 September 2021, at our showroom in Stockholm.

Meet Swedese at Stockholm Creative Edition 2021

During 2019-20, an extensive renovation and redecoration of Kulturhuset has been carried out. The architectural firm Ahrbom &amp; Partner has worked with the house itself, but also designed new interiors. One of their assignments has been to decorate the entrance level, which holds a visitor center and a café.

Kulturhuset, the Stockholm House of Culture at Sergels Torg was opened to the publicin the 1970s and has since been one of Sweden’s most famous and well-visited buildings. The large glass house was designed by world-famous architect Peter Celsing to be a cultural oasis in the middle of the city. As of now, a number of bespoke Swedese chairs, designed by Maria Angantyr and Clara Lindencrona, can be found in the café on the street level.

Custom made for cultural oasis

This is precision work that demands both knowledge of materials and a feeling for detail. For Fredrik, who aside from his work at Swedese, builds kitchens, furniture and prototypes in his own workshop, the job fits like a glove.
Fredrik lives on a farm close to Swedese’s factory in Vaggeryd together with his family. When he moved here, he could finally realise a dream of having his own carpentry workshop. Since then, Fredrik has divided his time between Swedese and his own business.
-The most common projects I undertake are individually designed kitchens, inbuilt furniture units for halls and wardrobes for older houses and apartments. I’m very interested in interior design and think it’s great to work with wood to create custom made solutions.

His fascination for detail also serves Fredrik well in his work at Swedese’s prototype studio. The product development group, which Fredrik is a part of, comprises five people with different areas of expertise. Together they transform the designer’s drawings into products that can be created in Swedese’s factories.

“By investing time we achieve a result with high levels of handicraft.”

-The designers we collaborate with have different ways of working. Some come to us with digital drawings or sketches whereas some might even have developed their own prototypes. Our job is to find a rational way to develop each product so it can be produced in large volumes. At the same time, we want to use elements of handicraft and manual work in our production in order to retain the hand-crafted feel in our furniture.

Early in the product’s development, Fredrik and his colleagues have a close dialogue with the designer as the first prototype takes shape.
-Our goal is to understand the idea behind the piece of furniture and we always try to remain as close to the original design as possible. It takes time to find the right way so you could describe our role as that of an experimental workshop.
Fredrik is the fifth generation of his family to work with wood and furniture and he knew already in his school woodwork classes that he was interested in continuing the family tradition. 
-There’s always something new to learn about wood, which makes it endlessly exciting to work with. There are so many defining parameters to consider and at Swedese, every piece of furniture demands unique solutions. As a material, wood just keeps on throwing up surprises and that’s fun. Every project starts as a kind of guessing game which eventually leads to a great result.

“Our goal is to understand the idea behind the piece of furniture and we always try to remain as close to the original design as possible.”

Fredrik thinks that the most enjoyable projects are those that seem almost impossible at the start. Swedese’s newest addition, the Savoa table by designer Sakari Hartikainen, is a great example of this. With this, high demands were placed on those charged with carrying out the final manual processes. 
<ul>
<li>I really appreciate that we can allow certain products to be this demanding. By investing time we achieve a result with high levels of handicraft. This has allowed us to produce Savoa exactly the way Sakari envisaged from the start.</li>
</ul>

Fredrik Ireklint is a carpenter and part of Swedese’s production team. Every time a new product is under development, Fredrik and his colleagues build bridges between the designer’s idea and production in Swedese’s factory.

Inspired by craftsmanship

We meet Tina in her studio in Söder, Stockholm to talk about one of her most important tools for creating settings and context - colour.
Immediately, we get into the subject of interior design projects and colour. How to approach a project, and at what stage to start to consider colour? Tina reveals that when starting a new project, she often works ‘analog’.
-For me, it’s about ensuring there’s a handcrafted element in my working processes. I don’t sketch my own products - I create context by uniting other people’s work.”
Creating a physical mood board comprising colour, fabric and wallpaper samples as well as inspiration images, she makes colour part of the process at an early stage. 
-This is how I work with projects for exhibitions and public spaces, but the process works just as well when you’re giving your home a makeover.”

<h2>Take your time choosing</h2>
-I often experience a certain impatience in people who are planning a home interior project. Everything has to happen quickly, which I think is a shame. Important decisions have to be made and there are lots of advantages to be had by choosing carefully. 
-When choosing colour, I believe you should trust your feelings. Think about what you’re attracted to and what triggers this attraction. Colours that awake feelings are good. They give you something to build on, which can be adjusted and complimented. A home needs to work in all of life’s varied situations and at every hour of the day - this puts extra demands on colour choice.
To find the right colours for a room, Tina recommends using paint samples, preferably on large pieces of material that can be moved around the room to see how they behave in different light and at various angles. Taking photos can also be helpful, and as Tina points out, sometimes it’s actually easier to see what we like and compare alternatives from an image.

“A home needs to work in all of life’s varied situations and at every hour of the day - this puts extra demands on colour choice.”

<h2>Trends as inspiration</h2>
We discuss trends within colour. How much should trends affect colour choice?
-I see trends as a tool for inspiration and change. Above all, I believe they can start a process that leads us to choices we might otherwise not have made. Perhaps a trend article can give courage to someone who wants to follow a certain path but doesn’t quite dare?
Trends don’t need to be all about short-term choices and temporary adjustments. 
-A more sustainable way to use trends is to get inspired by them, then make rational and long-term choices.”

<h2>Swedese and colours</h2>
-For me, Swedese’s personality is clear. This obviously affects how I choose their colours. I believe there’s a friendly and accessible elegance to both the brand and the furniture, along with an exciting and inspiring heritage. In my interpretation this has resulted in soft colours that reflect the heritage, while at the same time conveying quality, trends and the brand’s position at design’s leading edge.

“I see trends as a tool for inspiration and change.”

You’ll find traces of Swedese everywhere in Tina’s studio. On one worktable lie pieces of a moodboard that were the foundation of colour choices for the showroom at the company’s head office in Vaggeryd. Sitting in a corner, we see an upholstered Avavick stool. Tina explains -
-I got it as a gift. It’s a prototype that hasn’t gone into production in this form yet.
On the underside of the stool, there’s a dedication written in marker pen - “to the Queen of Colour.”

Tina Hellberg is one of Sweden’s most well-known interior stylists. For Swedese, she has carried out several major projects - designing and styling fair and exhibition stands, for example. For these jobs she has received much acclaim, not least for her creative use of colour schemes.

Interior stylist Tina Hellberg on choosing colours and responding to trends.

The new table in three sizes, has a light feel in the visual expression while maintaining the strength of the solid construction. The table is created with great craftsmanship and ecological thinking, in line with Sakari Hartikainen's design philosophy. Savoa is the first collaboration between the Swedish furniture company Swedese and finish designer Sakari Hartikainen. The process has been an exciting challenge for both parties.

“It looks simple, but there are many parameters that must be matched for a perfect result. Savoa stands out from everything else we have launched, but at the same time, with its organic design language we instinctively felt this was right for Swedese"

Sakari Hartikainen works internationally in product, furniture and concept design, and work in the field of both home and public environments. He sees beauty in the simplest of things and creates honest, smart and clean products that speak for themselves. The strong presence of the furniture leaves room for the user to move freely and discover new possibilities.

"Savoa is a sculptural expression of the delicate balance we all seek in life. Strong but flexible, traditional but innovative, solid but light"

With extensive knowledge of the wood's properties and potential, the Finnish designer creates furniture with high quality and function. Sakari Hartikainen strives to design products that establish emotional ties with the user, which also results in the products lasting over time and ageing with dignity. Just in line with the design philosophy at Swedese.
For further information, please contact:
Elias Stenberg, marketing manager Swedese Möbler AB 
elias.stenberg@swedese.se 
+46 393 797 02
Maria Hartog-Holm, senior PR-consultant, Trendgruppen PR 
maria.hartog-holm@trendgruppen.se 
+46 72 924 22 19
High resolution images available at: www.trendgruppen.se/imagebank 
(username: trendpr, password: trendpr)

Swedese is launching a series of tables called Savoa in collaboration with Finnish industrial designer Sakari Hartikainen. The table is made of solid oak with sculptural shapes, that shows the characteristics of the wood. The design is characterized by playfulness and flexibility.

Swedese launches Savoa, a sculptural table with a delicate balance

Swedese's characteristic woods together with earthy tones from creme to pink and English red give the collection a harmonious and well-cohesive expression. Craftsmanship, quality and sustainability are synonymous with Swedese. Now some of the timeless design objects are updated with new material choices and colors.
Tina Hellberg explains, - There are a variety of choices and the interior designer or architect can always choose the design of a Swedese piece of furniture. My task is to inspire both customers and sellers with new designs that surprise, feel right in time and are aesthetically pleasing. 
<h2>The new 2021 collection</h2>
Avavick 
The stool, Avavick, designed by Katja Pettersson, with inspiration from northern Sweden with snow-covered landscape and classic Swedish sweeping craftsmanship, is available in untreated beech and in lacquered beech in new colors: beige pink, amber glow, persimmon, afternoon sun and lemon &amp; cream. Avavick is part of the collection "A New Collection" which was specially designed for the Swedish National Museum's restaurant.
Amstelle 
The Amstelle armchair, designed by Khodi Feiz, fits equally well in public and private environments. Available in the 2021 collection: legs in white pigmented oak and legs in cream-colored steel in addition to the original legs in oak or ash, as well as two different designs on upholstery in different colors.
Comma 
In the Comma series, consisting of mirrors and trays, designer Mia Lagerman has investigated the possibilities of the circular shape, where the frame resembles a comma, which gives it a significant expression. All mirrors and trays are made of bentwood, which is also significant for Swedese. Round Comma mirror and tray are now available in addition to black-stained ash or ash nature also in the new versions of lacquered ash in English red and beige/pink.
Figur 
The small curved table Figure in bentwood was designed by Björn Sundelin and was originally designed for a student café. In addition to natural-colored or black ash veneer, it isavailable in beige pink and lemon &amp; crème in lacquered ash.
Laminett 
Laminett is the younger brother to the famous, classic Lamino chair, designed by Yngve Ekström in the 1950´s. The chair is somewhat smaller, with a shorter back. Available in oiled walnut, in a sheepskin called Espresso.

”Swedese befinner sig just nu i en tillväxtperiod där vi ser en fantastisk efterfrågan på våra kollektioner. Vi har skapat en helt ny kommunikativ plattform. Den gör det möjligt att både inspirera och informera, med en förfinad sortimentsstruktur, framförallt i våra digitala kanaler.” - Sonnie Byrling, vd

“Over the last year, we have carried out extensive work with the Swedese brand, covering everything from how we express ourselves in words and images to how we categorize our range, all the time with a focus on the future and a clear connection to our roots." - Elias Stenberg, Marketing Manager

Swedese, the Swedish design and craft company with local production in Småland and the world as a market, presents in the spring of 2021 a finely cohesive collection in an earthy color scale. Classics and new interior details are displayed in new upholstery and colors, composed into a whole by interior designer Tina Hellberg.

Swedese presents the 2021 collection – a harmonious color scale in earthy tones

<figure><img alt="" src="https://cms.swedese.se/media/pages/stories/vad-hander-pa-swedese-under-2021/1b1d227907-1623416372/dymb4j5hutzn2bvwlv1i.jpg"></figure>
<h3>Sonnie Byrling, CEO</h3>
Swedese har en fantastisk efterfrågan på sina produkter och vi befinner oss i en period av tillväxt. Vår största utmaning nu är att klara av att ge alla våra kunder den bästa leveransservicen som vi bara kan, trots rådande omständigheter. Just nu är vi till exempel mitt i ett stort projekt med leveranser till FN i Geneve, som innebär att vi ska leverera möbler och inredning till avdelningen för mänskliga rättigheter. Ett spännande projekt som verkligen svarar på frågan varför Swedese finns – ”för att skapa ett bättre liv för människor, i en hållbar värld”.
Parallellt med detta är det spännande att följa utvecklingen i vårt nystartade Swedese-bolag i Norge. Där har vi två nya medarbetare, som månad efter månad ökar vår försäljning och etablerar en stabil plattform för vår framtid i Norge.
Vidare har vi tack vare våra professionella medarbetare på marknadsfunktionen äntligen möjlighet att nå våra kunder genom en helt ny kommunikativ plattform. Den gör det möjligt att både inspirera och informera, med hjälp av bilder och en förfinad sortimentsstruktur, framförallt i våra digitala kanaler.
Jag önskar att det framöver skall vara lätt att umgås med oss på Swedese. Min förhoppning är att alla våra kunder och samarbetspartners skall få uppleva ett ännu bättre Swedese, som levererar hållbara nyheter så att vi tillsammans kan skapa en hoppfull framtid och ett skönare liv.
<h3>Elias Stenberg, marknadschef:</h3>
Under 2020 har vi genomfört ett omfattande arbete med varumärket Swedese, i allt från hur vi uttrycker oss i ord och bild till hur vi kategoriserar vårt sortiment, hela tiden med fokus framåt och en tydlig koppling till våra rötter. Detta arbete ligger till grund för, och möjliggör 2021 års viktigaste satsningar.
Vi kommer under 2021 ha ett ökat fokus på kommunikation och digital utveckling, vilket bland annat innebär att vi kan distribuera produktinformation och bilder på helt nya sätt. Med en ökad online-närvaro satsar vi på att kunna vara närmre våra kunder, partners och återförsäljare. Tydligare segmentering mellan våra två affärsområden, Professional och Living, nytt och relevant bildmaterial, samt en mer överskådlig presentation av vårt sortiment är något av det vårt arbete kommer mynna ut i, det tror och hoppas vi kommer vara till nytta för många.

CEO Sonnie Byrling and marketing manager Elias Stenbergs talk about 2021 at Swedese.

What will happen at Swedese in 2021?

Pinot är en loungegrupp helt utan stoppning, där själva konstruktionen blir det estetiska uttrycket. En redovisande design som helt utan kallskum skapar komfort med hjälp av naturliga material och deras genuina egenskaper. Materialen som används är skiktlimmat trä, läder och linneväv.
<h3>Upprätt och bekvämt</h3>
Idén att göra en sittmöbel kom tidigt. I analysen av marknaden gjorde Mika flertalet slutsatser kring rådande trender och efter en grundlig genomgång av sortiment för att hitta möjliga luckor hittade hon vägen.
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<li>Jag har fascinerad av alla parametrar och aspekter med möbler, både de tekniska och rent estetiska. Vi yngre formgivare blir tidigt skolade i att designa för en hållbar och cirkulär marknad. Jag slogs av hur få hållbara alternativ det finns till kallskum som stoppning i sittmöbler. Så jag ställde mig frågan; kan jag designa en bekväm soffa utan stoppning?</li>
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Sitsen är spänd i träramens ställning och ger en sittvinkel som är anpassad till den mänskliga kroppen. Konstruktionen sparar också på materialåtgången.
Och materialvalen i Pinot speglar också en annan viktig aspekt - hållbarhet:
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Jag sökte mig till Swedese, för att jag kände till att de jobbar med schyssta material och ville jobba med de naturliga egenskap de har, till exempel böjträ. Trä, läder och linneväv är klassiska material och de kan enkelt separeras för att göra restaurering eller återvinning enklare.
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Tror inte jag träffat en så målmedveten och hängiven student tidigare, i några av alla mina skolsamarbeten, säger Mats Grennfalk, produktuvecklingschef på Swedese.
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<h3>Samarbete med Swedese</h3>
Utvecklingen av Pinot har skett på plats i produktionen i Vaggeryd, tillsammans med produktutvecklingsteamet på Swedese.
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<li>Vi engagerar oss gärna i skolsamarbeten för att vi vill bidra till att den nya generationens designers får en bra start och lär känna ”verkligheten” ute på ett företag. Vi själva lär oss också mycket i dessa samarbeten, då studenterna oftast står för nytt och oförstört tänkande, avslutar Mats Grennfalk.</li>
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Beckmans examensutställning 2020 sker via en livesändning, med start 18.00, tisdagen den 26 maj. I augusti öppnar utställning för publik, under Stockholm Design Week 19-23 augusti.

Under våren 2020 designade Mika Lindblad Pinot, en soffa och fåtölj, som sitt examensprojekt på den 3-åriga utbildningen Form på Beckmans Designhögskola. Utvecklingen av Pinot har skett tillsammans med produktutvecklingsteamet på Swedese. 

Pinot – en soffa och fåtölj som sätter konstruktionen ytterst

The UN headquarters, Palais des Nations, in central Geneva is currently undergoing substantial renovations. After a process that started several years ago, Swedish furniture company Swedese has been selected as partner and supplier of a large part of the furniture and interior decoration for the new buildings. As of March 2020, a framework agreement regarding lounge furniture for offices and meeting spaces is in place, making Swedese a proud supplier for the UN.
Since 1945, Swedese designs and manufactures furniture for private homes and public spaces, at their sites in the villages of Vaggeryd and Äng in the region of Småland in the southern part of Sweden. Swedese's focus on modern work environments and meeting places, along with their ability to offer customized solutions, form the basis for the decision made by the UN organization. The fact that the UN and Swedese share values on the significant issues of sustainability and gender equality has also contributed strongly to the UN selecting Swedese as a partner.

"It has been an interesting and demanding process, and we are of course very proud to be selected as suppliers of interior decoration for the UN. The team effort has been fantastic"

Our staff has shown perseverance and great competence, and getting the opportunity to deliver our products to this prestigious project is an incredible reward, Sonnie Byrling concludes.
For more information, contact 
Sonnie Byrling 
CEO, Swedese Möbler AB 
sonnie.byrling@swedese.se 
+46 70-868 00 90

The UN headquarters, Palais des Nations, in central Geneva is currently undergoing substantial renovations. After a process that started several years ago, Swedish furniture company Swedese has been selected as partner and supplier of a large part of the furniture and interior decoration for the new buildings.

Swedese official supplier of furniture to the UN

Swedese samarbetar sen ett antal år tillbaka med återanvändningsscentret ReMida, som får spillmaterial från möbeltillverkningen i fabriken i Vaggeryd. Materialet används i pedagogisk verksamhet och får ett nytt liv på förskolor, fritidshem och skolor i Vaggeryds kommun.
ReMida är ett kreativt återanvändningscenter, som drivs av Barn- och utbildningsförvaltningen i Vaggeryd. ReMida tar tillvara på spill- och restmaterial från företag i regionen, material som används i pedagogisk verksamhet i kommunen.
Rester från produktionen hos Swedese blir något annat i barnens och pedagogernas händer. Ibland blir det till och med nya möbler, det är bara fantasin som sätter gränser. Delarna som används i barnens skapelser sätts sällan ihop permanent med lim eller liknande, för att kunna återanvändas fler gånger.
Totalt medverkar ett 80-tal företag i trakterna kring Vaggeryd i projektet, varav Swedese är ett. Förutom att främja kreativiteten kan materialet även uppmuntra till ett mer miljömedvetet förhållningssätt och fungerar även som ett stöd i det entreprenöriella lärandet.
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Vi samlar spill, bland annat från produktionen av våra Flowerbord. Spillet skulle annars gå till förbränning, säger Mats Grennfalk, produktutvecklingschef på Swedese. Jag ser det som en bra grej för barn att tänka kreativt och skapa med trä. Och får Swedese vara en del av det, finns det bara positiva effekter!
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Materialet från Swedese är verkligen uppskattat, då de böjda träformerna ofta bjuder in till kreativitet och annorlunda lösningar vid olika byggen och skapelser. Dessutom har Swedese riktigt bra koll på sitt material och kan redovisa fakta kring alla delar, till exempel vilket lim som använts och liknande, säger Monica Chism på ReMida
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Dessutom är det extra kul med kopplingen till den lokala industrin och näringslivet, där föräldrar, släktingar, grannar eller vänner till barnen ibland jobbar på Swedese. Kontakten med Swedese förstärktes via en förälder till ett barn i en förskola, där föräldern jobbar på företaget, avslutar Monica Chism.
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ReMida startade som ett EU-projekt för åtta år sen och drivs sen 2014 av Barn- och utbildningsförvaltningen i Vaggeryds kommun. Konceptet startade i Reggio Emilia i norra Italien 1996 och för att få kunna bli en ReMida krävs en utbildning på i Reggio Emilia. I Sverige finns två ReMida, där den ena är i Vaggeryd och den andra i Södertälje.
<a href="https://www.vaggeryd.se/utbildning-och-barnomsorg/remida.html">L&auml;s mer om ReMida och arbetet med projektet i Vaggeryd</a> och <a href="https://www.facebook.com/remida.vaggerydskommun/">f&ouml;lj dem p&aring; deras egen Facebooksida</a> för att ta del verksamheten.

Swedese samarbetar sen ett antal år tillbaka med återanvändningsscentret ReMida, som får spillmaterial från möbeltillverkningen i fabriken i Vaggeryd. Materialet används i pedagogisk verksamhet och får ett nytt liv på förskolor, fritidshem och skolor i Vaggeryds kommun.

Överblivet material från Swedese blir kreativ tillgång för barn

Under våren 2019 fick möbelföretaget Swedese några tusen nya medarbetare, när fem bikupor placerades i anslutning till huvudkontoret och fabriken i småländska Vaggeryd. Satsningen på bikupor är en del av företagets hållbarhetsarbete.
Totalt är 5 kupor med upp till 50 000 bin i varje på plats hos Swedese, en flitig arbetsstyrka som är aktiv vår, sommar och höst. Yrkesbiodlaren Therese Hammargren är ansvarig för bikuporna och har varit aktiv biodlare sen 2012. Hon producerar och säljer honung under varumärket Zon5honung, som säljs i Jönköpingsområdet och som finns på bland annat NK och Paradiset i Stockholm. Totalt har de 12 aktiva bigårdar med cirka 80 samhällen i närområdet runt Vaggeryd.
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Jag bor i närheten av Swedese och presenterade idén för Christina, som är kvalitets- och miljöchef, då jag kände att det borde ligga helt i linje med företaget. Sen dröjde det inte länge innan kuporna stod på plats, säger Therese Hammargren.
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Hållbarhetsarbetet står i fokus hos Swedese. Inte bara när det rör produktion och transporter, utan i allt vi gör. Arbetet med hållbarhetsfrågor pågår kontinuerligt och när vi fick möjligheten till egna bikupor var det enkelt, säger Christina Bergström, kvalitets- och miljöchef på Swedese.
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Biodling är på uppgång i Sverige och är viktigt för att öka pollineringen i naturen. Pollinerande insekter är förutsättning för att vår planet ska leva vidare. Ungefär en tredjedel av den mat vi äter i världen är helt beroende av pollinerande insekter - och honungsbin står för cirka 85% av pollineringen, enligt Jordbruksverket.
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<li>Omgivningarna runt Swedese är perfekta för bin, med villaträdgårdar och skogsmark. Vi har Carnicabin, ett bi från Alperna som klarar av och trivs i vår klimatzon, berättar Therese Hammargren.</li>
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Resultatet av biodlingen blir också honung, som Swedese kan etikettera som sin egen. Totalt förväntas kuporna ge ungefär 20-40 kilo honung vardera under en säsong. <a href="http://www.habi.se/">L&auml;s mer om Zon5honung p&aring; deras webbplats</a>.

Under våren 2019 fick möbelföretaget Swedese några tusen nya medarbetare, när fem bikupor placerades i anslutning till huvudkontoret och fabriken i småländska Vaggeryd. Satsningen på bikupor är en del av företagets hållbarhetsarbete.

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