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The Swedish Chamber of Commerce for the United Kingdom was founded in 1906 and is a not for profit membership organisation aimed at promoting the exchange of ideas and experiences, networking and trade between


Sweden and the United Kingdom. Today, the Chamber is one of the largest foreign Chambers in the UK, with over 400 Member companies across 50 industries. It is also one of the most active Chambers, hosting approximately 60 events per year.







NOT A MEMBER YET? Visit or contact the Secretariat on +44 (0)20 7224 8001 /

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This issue of the LINK is focusing on Swedish food & beverages, a sector which is well-represented in the SCC network. We have interviewed Members who talk about the popularity of Swedish food and drink in the UK and the reasons behind it.

ear Members,

Summer has finally arrived and with it, a quieter time for the Chamber. But we still have several events Time is flying and my tenure with the Chamber is for you in June and we are already planning a very soon coming to an end. It is with mixed feelings that exciting autumn to look forward to. I’m leaving, but it is time for me to move on. I’m very grateful and honoured for having had the opportunity Since the last issue, we have had some fantastic to represent Sweden and you as Members in the events including the Branding Workshop on 16 Anglo-Swedish business community. My six years at April which was organised together with the Young the helm has had its challenges, still it has been the Professionals, and the Financial Forum on 27 April most enjoyable and inspirational time. It has been which was followed by the annual SCC Spring Event. an absolute pleasure to get to know so many of you We also hosted a Brexit Update together with the and together promote your fantastic businesses and Swedish Embassy and Danske Bank on 10 May. Thank extend the network. you to all the guests that attended. We are happy to announce that we are currently in the initial stages of implementing a new CRM system as well as updating our website. The planned changes will ensure that we can improve our efficiency at the Chamber as well as being able to offer better services to our Members. The work will be ongoing over the summer and hopefully the changes will be introduced before the end of the year.

I would like to take this opportunity to sincerely thank you for the support you have shown me and my colleagues. I would also like you to join me in welcoming my successor, Peter Sandberg, whom I’m convinced will take the Chamber to the next level. On page 37 you can read an interview with him and find out more about his plans.

I hope to stay in touch with you as I will continue to support the Chamber and visit some of the events. At the beginning of June, we will say farewell to Would you like to get in touch in the future, my the current Scholars that have been with us for a personal email address is: year while we welcome three new Scholars. For I wish you all a lovely summer and see you soon! the first time, we will welcome a graduate who has been granted a scholarship from the Foundation for Swedish Youth Abroad. We are also pleased to announce that we have received a new scholarship from Handelsbanken London, with the first student joining the Chamber for a year in 2019.


A word from the Chairman On behalf of the Council,

I would like to thank Ulla for her outstanding work this ship, taking into consideration all the Members’ over the past six years. She has served the interests various interests and needs. We wish Ulla all the best of the Chamber and its Members with relentless with her future engagements and endeavours. dedication. Constant improvement and development of its services have been at the core of Ulla’s JAN OLSSON, CHAIRMAN OF THE COUNCIL ambitions. She has been very successful in steering SWEDISH CHAMBER OF COMMERCE FOR THE UK

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Planning the future for you and your loved ones. Together. At Private Banking within SEB, we acknowledge that everyone has a unique set of challenges. We concentrate on developing meaningful, long-lasting financial relationships and make the effort to really understand you and your requirements. Your own private banker, client assistant and experts are dedicated to helping you achieve your goals. Together we take a holistic approach, aiming at a well-planned future for you and your loved ones. To find out what we can do for your personal wealth contact Helena Whitmore or Daniel Wikehult on +44 (0) 20 7246 4225

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SWEDISH CUISINE? In the 1980s, Spain had a cultural explosion and the Spanish cuisine skyrocketed. Tapas restaurants started to pop up everywhere in the UK and across Europe. In the same way, “Swedishness” has today become popular in the UK, and classic Swedish food such as meatballs, crispbread, lingonberries, and cinnamon buns have ventured outside of Sweden. So, what is the fuss about the Swedish cuisine? The LINK spoke with four Member companies to get a better understanding of how it has evolved into an extensive trend in the UK.

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“For the past years, Swedish culture has become a trend in the UK. Everything from literature and film to design, fashion and food have been popular among the British consumers. Writers and series like Stieg Larsson, Wallander and the Bridge, together with successful brands like IKEA and H&M have paved the way for Swedish products in the UK,” Amanda Hallberg, Project Manager at Business Sweden said. “Sweden and Swedish products are associated with values such as trustworthiness, health and high quality. These values have become increasingly important to the British consumers, which has helped Swedish companies to grow in the UK,” Hallberg continued. “The growing interest for Swedish products in general, focus from the Swedish government to expand Swedish food and beverage exports, and the success story of some Swedish brands have all been part of creating the popularity of Swedish food in the UK,” Hallberg said. Annethe Nathan, founder of TotallySwedish, opened her first shop on Crawford Street in central London in 2005. At first, the customers were primarily Nordic people living and working in London, but since then, the interest among Brits has increased rapidly. “Sweden is synonymous to many with good quality and service, Swedish food is known for being quite healthy, and it’s easy to cook and not too spicy,” Nathan said. Quality is one of the factors that have had a huge impact on the evolution of the Swedish gastronomy. Sustainability, health and the expression “lagom” create an authenticity that people associate with the Scandinavian lifestyle. The Scandinavian cuisine is characterised

with seasonal and natural ingredients and creative production. For example, Sweden has produced many large vegan brands, such as Oatly and Oumph!, which have entered the UK market in recent years. Many Swedish companies in the UK use the power of “Brand Sweden” and stay in the forefront thanks to the spirit of Swedishness that they share with their businesses. “Swedish brands are often noticed because they have a clear and functional design, along with a feel-good theme and the Swedish flag is often used which makes the products stand out,” Nathan said. “Marketing and brand building is extremely important in the UK, and successful Swedish brands have been able to tell a convincing story, communicating values that are relevant to the British consumers,” Hallberg said. IKEA is a good example of how successful it can be to use the power of Brand Sweden. “Our Swedish nationality is not only important for promoting our brand, it also influences our spirit, our values and our culture. The IKEA Concept is the visible as well as invisible result of more than 70 years of hard work,” Starr McLean, PR Officer at IKEA said. She explained how IKEA uses the Swedishness in its business: “Some parts of the IKEA Concept link more obviously to our national identity than others. The colour of our stores, the blue and yellow flags, the IKEA Restaurant & Café, the Swedish food products and the co-worker uniforms are examples. They clearly signal our Swedish origin and the IKEA Concept, helping us to stand out from the competition. “But there are other less obvious elements,” she continued. “Our Swedishness impacts the way we do things. The way we speak – being clear and simple, honest and down to earth – is

part of the same legacy. This part of our nationality will remain as important in the future as it has been in the past”. Another company that has managed to establish a strong Scandinavian brand in the UK is ScandiKitchen, a wholesale, retailer and restaurant that opened in 2009. Bronte Aurell, HR and Marketing Manager at ScandiKitchen, pointed out the importance of having a long-term perspective in the branding work. She said: “There was, and is, always a danger that a food trend becomes just that: a trend. But with ScandiKitchen, we have really tried to ensure it has remained in the forefront as to be able to really end up on the British dinner table, not just as a special on a menu board. In order to do this, we have campaigned for 10 years for people to try out herring, lingonberry, our cheeses and crispbread. We’ll get there, but it was always a long-term project.” So, what is the future of Swedish food in the UK? Still there is a growing interest of Swedish food which derives from external trends such as an overall increased interest in food internationally. This, of course, widens the target group for the Swedish cuisine and Scandinavian trends in general. IKEA works actively with innovation and finding new ways to develop and improve their food range. “Iconic dishes like meatballs and salmon will always be there for the many people to enjoy at an affordable price, but we are always looking at innovative ways to challenge our ranges. Working with SPACE10 [external futureliving lab exploring new, sustainable ways of producing and distributing healthy food] is a great example of how we are challenging the future of our food, to always make sure we are thinking forwards to create new, sustainable and healthy options,” McLean said. WORDS: ELIN ANDERSSON

Interesting facts (Business Sweden - Partly state-owned management consultancy firm)

In 2012, Business Sweden initiated a collaboration with the online grocery retailer Ocado where Swedish products are offered to the UK consumers through a Swedish shop-in-shop. The collaboration gives Swedish food suppliers access to 70 percent of the British households. Sales from the shop has increased on a yearly basis and contributed to increased visibility of Swedish food products in the UK. Swedish grocery exports to the UK have grown on a yearly basis from £270m in 2011 to £510m in 2016, however the exports in 2017 saw a slight decline to £450m, partly due to the fall of the Sterling Pound.

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Entrepreneurship Forum 2018 Date: 12 June Time: 18:00 - 21:00 Venue: Google UK HQ, Six Pancras Square, Kings Cross, N1C 4AG

The Entrepreneurship Forum is one of our biggest and most popular forums of the year. Each year focuses on a different theme although still in the genre of innovation, entrepreneurship and technology. In 2018, the theme will be ‘Start, Scale, Fail?’ The event will be held during the London Tech Week and a tech delegation from Sweden with representatives from around 35 tech start-ups will attend.

Event sponsors:

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Irish Border, Swedish Border Imagine you’re surrounded by three moving walls, each closing in at a different speed. This is Thesesa May’s Brexit policy. She hopes they can somehow stop each other, leaving her a little space to be able to have completed Brexit, and resign with dignity. But it is becoming clear that no such solution is possible. The crunch is coming, and the mechanism is the Northern Irish border. It is a crunch entirely of the Prime Minister’s own making. Brexiteers won their referendum without devoting serious thought to what Brexit would look like. That much was necessary to keep together their coalition of globalists and nativists, rich and poor, ideologues for whom the EU was a modern tyranny (some of them would even call it the EUSSR) and people who just didn’t think Britain really belonged there. One of the problems brought up in the campaign was the Northern Irish border. To avoid being accused of recklessly reviving sectarian conflict on UK territory, and poisoning the political atmosphere with their nearest neighbour, they promised that Brexit would not mean a “hard” border (that is, a border with customs posts for terrorists to shoot at). There are some Brexits consistent with avoiding such a hard border. They are ones in which the regulatory regime of Northern Ireland is kept sufficiently aligned with that in the Republic of Ireland, so customs, VAT, sanitary and phytosanitary, inspections are not needed. This could be done either by the UK staying in the Single Market and Customs Union, or by giving Northern Ireland a special status that enabled it to be aligned even if the rest of the UK was not. All this became clear from the agreement between the UK and EU reached on 8

December last year, and was spelled out in detail by the EU’s draft protocol on Ireland/Northern Ireland published in March. But the government wants to leave the Single Market and Customs Union. The first in order to have its own immigration policy; the second in order to have its own trade policy. This leaves special status. Special status for Northern Ireland does not however eliminate the border, it just displaces it. Instead of customs checks being carried out on land crossings between Northern Ireland and the Republic, they would have to be carried out as goods crossed the Irish Sea between ports like Belfast and the rest of the United Kingdom. Northern Ireland wouldn’t have its own trade and economic regulation policy: it would have to follow the EU’s. Creating a trade border inside the UK (on the Irish sea) might be a fairly radical solution to avoiding a hard border in Ireland, while at the same time enabling the island of Great Britain to have its own trade and immigration policy, but it could be done. Northern Ireland currently has a unique constitutional status because of the Good Friday Agreement that brought the conflict with the IRA to an end, and, in the past had so much autonomy from Westminster that it even had its own Prime Minister for almost five decades of the twentieth century. The UK has never been an entirely unitary state. But in June 2017, in order to hold onto power having failed to win a majority in last year’s general election, Theresa May struck a “confidence and supply” deal with the Northern Irish Democratic Unionist Party (DUP). Though the DUP mostly supports Brexit, its main concern is ensuring Northern Ireland remains in the UK. It is accordingly opposed to a Brexit that introduces new barriers between Great Britain and Northern Ireland.

If by insisting on leaving the Customs Union and Single market, May ruled out one kind of Brexit that would avoid a hard border on the island of Ireland, by agreeing a deal with the DUP, she ruled out the other. Meanwhile, the EU has made the avoidance of a hard border in Ireland a requirement of there being any Brexit deal at all. This creates the third encroaching wall. Pro-European Tories, will not support leaving the EU without a deal (and, indeed, it is likely they won’t support one that keeps the UK outside the customs union either). May’s problem is that she doesn’t have enough support in parliament to conclude a Brexit that the EU is willing to offer. ProBrexit Tories will oppose one that keeps the UK as a whole inside the Customs Union; anti-Brexit Tories will oppose one that takes the UK out. Meanwhile, the DUP are against one that creates different economic regimes in Northern Ireland to the rest of the UK, while the EU is insisting that Northern Ireland’s economic regime stays aligned to the EU’s. At the time of writing (but things may have changed by the time the article appears in print), it seems that the House of Commons will vote on these issues in June. It is difficult indeed to see how Theresa May’s government can survive them. It’s time to prepare for another election.

Garvan Walshe Dr. Walshe is a former National and International Security Policy Adviser to the UK Conservative Party, and Executive Director of TRD Policy

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26 Curtian Rd, EC2A 3NZ Rök is a Scandinavian-inspired London restaurant group that now has two locations under their belt, one in Shoreditch and one in Islington. Much focus is put on incorporating traditional Nordic preservation techniques such as pickling, fermenting and smoking into their menu.

The Harcourt


Sweden in London

Take a walk through London with the LINK as we highlight our favourite Scandinavian food and fika spots!

32 Harcourt St, W1H 4HX Trying to find a common ground between the UK and Sweden? Look no further than the Harcourt, a classic British pub with a Scandinavian twist. Located just a stone’s throw away from the SCC offices in the heart of Marylebone village and Little Sweden, this classic Swedish hangout offers delicacies such as meatballs, gravad lax


61 Great Titchfield St, W1W 7PP Feeling homesick or just looking for some new Scandinavian food to try? ScandiKitchen in central London stocks over 1,200 different brands from all over Scandinavia on its website, runs a café and the founder has written six books on Scandinavian cooking and culture. The most popular products for the Scandinavians visiting ScandiKitchen are dill crisps and chocolate meanwhile the British foodies go for Kalles Kaviar and Leksands crispbread.

The Church Sweden

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Ekte Nordic Kitchen

1 Carlton St, SW1Y 4QQ

24 Rose St, WC2E 9EA

2-8 Bloomberg Arcade, EC4N 8AR

The classic New York establishment opened the doors to their London branch in late 2016 and Aquavit still seems to be on everyone’s lips. Bridging traditional “husmanskost” with fine dining, Aquavit’s offerings beautifully showcase the best of the Swedish culinary heritage. Everything from the interior to the lighting has Scandinavia in mind and boy does it make us homesick! Want to impress a friend with the Swedish culture outside of just fika? Aquavit should be your obvious choice!

Do you also find it disheartening how Brits don’t seem to value the weekly Swedish ritual of chatting with a few friends over coffee and a cinnamon bun? The LINK understands your frustration and therefore suggests you head over to Bageriet in Soho. Pro tip: order one of their beautiful Princess Cakes for your next celebration!

Following the success of his first restaurant in London, 1 Lombard street, Danish restaurateur Michael Sorensen opened his new venture, Ekte, this April. The name of the restaurant means real or genuine in Norwegian and the food has no problem living up to the name. Boasting everything from typically Nordic open sandwiches to gravad lax, you are sure to leave with a satisfied stomach and smile on your face.

Nordic Bakery

37b New Cavendish St, W1G 8JR Nordic Bakery is not only selling Swedish pastries and food in their four shops in central London but rather a mixture of food from the Nordic countries as the name suggests. If you are in the mood for some fika, they will provide you with a wide range of yummy sweets including their bestseller cinnamon roll, but also mud cake (kladdkaka), tosca cake and raspberry cream bun which is a mini version of a “semla”.

The Church Sweden


Church of Sweden


6 Harcourt St, W1H 4AG

32 Crawford St, W1H 1LS

Swedish fika can also be found at the Church of Sweden in London’s café in Marylebone where you can eat homebaked cinnamon buns, drink some Swedish Fairtrade certified coffee and browse some Swedish magazines.

At TotallySwedish in Marylebone you will find a range of products including over 1,000 different Swedish food products such as pick n’ mix sweets and frozen food but also Swedish design and gift items. Apart from the typical and very popular staples that Swedes in the UK miss from home such as cheeses, soured milk (fil), crispbread, pickled herring and O’Boy, you will also be able to find exclusive Swedish deli products such as Swedish produced Hernö Gin, hot sauces from Skånsk Chili, coffee from Sandby and award-winning chocolate from Vintage Plantation in Umeå. TotallySwedish, so to say!


5 Merchant Square, W2 1AS If you fancy a Swedish “smörgåsbord”, all-day casual dining place KuPP, with four restaurants in the south of England is the place to go to! Their smörgåsbord contains a range of Scandinavian influences like Swedish Västerbotten cheese and smoked fish as well as homemade pickles, Scandinavian potato salad and rye bread. But KuPP has loads of other food with a Scandinavian touch as well. Why not treat yourself to some smoked meatballs, the popular smørrebrøds or finish off the day with a fika with Danish pastries? KuPP has it all!


212 Portabello Road, W11 1LA Stockholm-founded stone oven bakery Fabrique entered UK in 2012 and currently runs four bakeries in central and east London where they offer a wide range of classic Swedish pastries as well as traditional sourdough bread. Among the most popular pastries are the cardamom buns which according to Fabrique’s Operation Manager in London, Victor Bäckström, has a unique flavour and represents the Swedish “fika” culture. And the Swedish fika is sure appreciated by more than us Swedes. Nine out of 10 customers at Fabrique’s bakery are actually British.


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Skål! (Cheers in Swedish)


Swedish Food and Beverage is officially a success in the UK. Many Brits have long been aware of Swedish food such as cinnamon buns, meatballs and gravad lax, but not everyone might be aware of the Swedish drinks that have rapidly grown in popularity over the last few years. Swedish cider brands Rekorderlig and Kopparberg, whiskey brand Mackmyra and of course the classic spirit Absolut Vodka, can now been found in most bars around the country. But did you know that Sweden is also in the top 10 of coffee consuming nations? So how come Swedes are so good at making beverages that become favourites around the world? The LINK spoke to two Member companies producing Swedish beverages in the UK to get their view on the hyped phenomenon of Swedish drinks (and what you should pair them with). Stephanie Lawrence, Marketing Manager at coffee company and SCC Member Löfbergs, said that part of their success in the UK market can be traced to the famous Swedish “fika”. She said: “Sweden has a good reputation in the UK, and when it comes to coffee, the fika-tradition is well known here as it is all over the world.” Besides fika, other world-famous traditions such as smörgasbord and snaps could also be contributing factors to the Nordic hype, according to Susanna.

Many people say that the Swedish beverage trend has something to do with the lifestyle associated with Scandinavia. When Brits think of the Nordics, they predominantly think of nature, health and design which are all very positive associations. Wine estate co-founder Susanna Busi Jacobsohn, of SCC Member company Busi Jacobsohn Wine Estate believed it might have something to do with the Nordic heritage. She said: “We think it’s got something to do with peoples’ beliefs in myths about the Vikings’ drinking habits.” It might also be the fact that Swedish food and beverage has been featured in many films and TV series which has sparked the interest among British gourmets. Examples of such successes are the TV series The Bridge and the film The Girl with the Dragon Tattoo that have played a big part in the Nordic noir trend. Media has always had a significant impact on the food and beverage industry and determining what’s hot and what’s not agreed with this. She told the LINK: “The hugely successful Scandinavian crime dramas on TV adds to a romanticised picture of the Nordic region.” When asked to compare the British and Swedish consumer, Stephanie and Susanna agreed with each other and said

that they have a lot in common. The only difference they both have identified is the level of consumption. Whereas Brits on average drink more wine, according to Susanna, Swedes make up for it in drinking three times as much coffee as the average Brit according to Stephanie. “But, the UK is actually one of the few markets where the coffee consumption is increasing,” Stephanie said and added: “so there’s hope”. Beverages are naturally closely linked to eating and can be enhanced in experience when paired with the right food. When having some wine from the Busi Jacobsohn Wine Estate, Susanna recommended savouring a piece of chocolate to bring out the best in the wine. Whereas the best pairing with Löfbergs coffee is a traditional fika, especially a delicious cinnamon bun. Stephanie said: “Coffee and cinnamon buns are the cornerstones of a tasty, traditional Swedish fika. But our coffee also works with well with other sweets such as cookies, cakes, biscuits etc. Or simply by itself.” It is not easy to pinpoint what exactly made Swedish beverages so immensely popular in the UK market whether it is mass media, heritage or positive associations in general. But it is safe to say that they’re here to stay!

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Annual Crayfish Party 2018 Date: 7 September Time: 18.00 - 23.00 Venue: Central London location TBA

SAVE THE DATE! The crayfish season is one of the most popular cultural celebrations in Sweden and promises comical paper hats, great food and traditional drinking songs more commonly known as “snapsvisor”. Our Annual Crayfish Party is the perfect opportunity to bring clients, colleagues, friends and family along to a typical and traditional Swedish event. Guest will enjoy welcome drinks, wine and traditional Swedish snaps, singing, dancing and much more. No need to worry if crayfish don’t tickle your fancy, other food will also be served.

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Member offer:

Villandry St James’s


25% off the bill in the summer evenings Dine al fresco and enjoy a delicious dinner for up to six guests and receive 25% off your food bill. Starting from Friday 1 June until Friday 31 August, from 6pm, you can book a table and take advantage of the summer nights with an incredible dinner with friends in the heart of London. To redeem this offer please email to make a reservation and quote ‘Swedish Chamber of Commerce’. *Ts&Cs apply, not in conjunction with any other offer and subject to availably.

Find this and many other offers in the Member Section of the SCC website. The service is available to everyone within your company or organisation. For Member login details, see your membership card or contact

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The new scholars of 2018/2019 join the Chamber in June and here’s a short introduction for the network.

Linnéa Lindgren Communications Department

LUND UNIVERSITY LONDON SCHOLAR I am so happy to be given the opportunity to spend one year at the Swedish Chamber of Commerce in the UK, and of course to introduce myself to the LINK readers. I am currently pursuing my Master’s degree in international marketing and brand management at Lund University where I also pursued my Bachelor’s degree in Business and Economics. Marketing and communication are fields that are close to my heart and I specialise in international consumer trends, brands and innovation, topics that I am very interested in. I have always loved travelling and experiencing different cultures, which is why the international environment at the SCC is truly appealing to me. Two years ago, I spent my exchange semester in Montréal, Canada and I have also worked

professionally in Malta, France and South Africa. Experiences that I will carry with me for the rest of my life. I have also had the pleasure to engage in a lot of diverse activities during my time in Lund, such as working extra as a Business Associate, being active in Lundakarnevalen, studying French and most recently working as Head of Communications for Lunicore, Lund University Student Consulting. All of these activities and commitments have been very rewarding for me since I have been able to use my social, creative and curious personality. I am convinced that this coming year will provide me with invaluable lessons and experiences that I will never forget. With that being said, I am ready and thrilled to embark on a journey together with SCC!

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Nathalie Thiel Membership Department

FOUNDATION FOR SWEDISH YOUTH ABROAD SCHOLAR My strong curiosity and love for travelling and exploring new cultures has lead me to take on interesting opportunities abroad whenever I get the chance. I have lived, worked and led projects extensively across Europe for educational purposes as well as non-profit work. Therefore, it was an obvious choice for me to further broaden my horizons and seek work opportunities outside of Sweden. I have dedicated five years to Stockholm School of Economics, first a Bachelor’s degree in Retail Management and now finishing my Master’s degree in Business & Management. But I have been wanting to live in the UK ever since I was a child, also encouraged by my grandfather who was born in London. I am certain that the year will bring invaluable experiences and

networking opportunities, provide great knowledge in international business and a fantastic start to my international career. In my free time, you will either find me enjoying live music in concert, attending seminars on politics and international affairs, sweating in the yoga studio or enjoying afternoon tea (fika!) at cafés. I am expecting a challenging and incredibly interesting year ahead with the Swedish parliamentary election and to continue following the Brexit discussions. I look forward to meeting the members of the SCC to hear about their journey, gain inspiration and learn an incredible amount from them. To sum up, I am beyond excited to contribute to the future work of the SCC.

André Viktorsson Events Department STENA SCHOLAR As an entrepreneurial and businessminded person who loves social contexts, I believe this year at the SCC in London will be very inspiring and rewarding. Ever since I was a teenager, I have had a great interest in entrepreneurship which has resulted in different projects. I have been managing group trips for students, created my own brand for aromatic hand sanitisers, and last year I was involved in launching an online outlet for vintage clothes. My interests are broad and what motivates me is when someone says “It’s impossible, come on, do something else!”

get the chance to read the newspaper in the morning. When I read about the opportunity to become a scholar at the SCC in London, I saw the chance to be able to develop professionally in an international environment where both business-related matters and societal matters are of high importance. I am looking forward to being a part of the organisation and to work to strengthen the relationship between our two countries, especially now when Brexit is approaching.

This year at the SCC will be a real adventure for me and I am looking Alongside my great passion for forward to be able to add value to the entrepreneurship, I spend my days organisation and to their Members. studying a Bachelor’s in economics at Gothenburg University. International Off the record: If someone is looking for a economics and politics have always squash duellist during the year in London, interested me, and I suffer if I do not just let me know!

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Influencer marketing has become mainstream and is a tool used by companies of all sizes today. It is however still a fairly new trend but the industry has increased extremely fast over the last few years and the global value was estimated to be $1.07bn last year. The LINK spoke to Fredrik Segerby, CEO and co-founder of SCC Member Tailify, which was one of the first companies to see the potential in using influential people in marketing. What does Tailify do? Tailify is “Influencer Marketing Done Right”. We are a full-service data driven partner for influencer marketing, with an award winning proprietary end-to-end platform. We have offices in 4 countries and 5+ years’ experience of launching successful influencer campaigns at scale. How was the idea of Tailify born? Back in 2013, we were still at university, and we noticed brands such as Daniel Wellington popping up from nowhere, challenging the biggest brands in the world in their respective areas – and they were hugely successful. They had found something that the big brands hadn’t, and they were growing exceptionally fast – the answer was influencer marketing. We started looking into the space, and this was very early days. We found that no one provided influencer marketing services professionally for the big brands and agencies, so we had the idea to create a company solely focusing on that and that’s how we ended up creating Tailify. Tell us a bit about the journey of Tailify from being founded to where it is today. We decided to start the company in Sweden because the country has always been in the forefront of innovation, and the blogging market was big there. It was easier to introduce this new idea there than anywhere else. We managed to sign Disney and Unilever as our first two clients, so we knew we were on to something. But it took two years before the market as a whole started taking off. After a quick stop in Copenhagen, where we had an office for

six months, we decided to move to London in 2016 and go after the international market. Since then we have grown 15 percent month over month and from three employees to 23. In January, we launched our US office and in March we opened an office in Sofia, Bulgaria, where three of our developers sit. Do you still see yourself as a Swedish company? We are a global company by trade, but our heritage is Swedish. We founded the company in Sweden and all founders are Swedish and we still have a big Swedish client base. I think we will always see ourselves as a Swedish company in one way. It’s definitely a big part of our company culture and I think it has reflected very well in the way we approach business in other countries. We value the worklife balance and we often get praised for acting professionally, which are two traits I think we have because of our Swedish heritage. So, it does play an important role in our company and the values we promise to our clients.

later became Tictail. It was definitely one of the best learning experiences I’ve had, and I got to work very closely with their team. Along the way, what have the challenges been? A lot. It’s almost impossible to make a list of all of them. I think, that when you start a company, you have a picture in your head of what it will be like and how it will turn out. The only thing you can know for sure, is that it will definitely change along the way (which is a positive thing by the way). Probably the biggest challenge for us was that we started long before people even knew what influencer marketing was, so we have always had to educate the market. Have any mistakes been made? Again, a lot. If you don’t make any mistakes you don’t try hard enough. We’ve done plenty of things wrong but we implemented a culture early on which was to fail fast, learn faster. Failing has been the way forward for us, by that I don’t mean that we fail on purpose, but that we try things and constantly evolve and grow as a company. What is the future goal of the company? Our bigger goal is the be the fullservice data driven partner for influencer marketing, for the biggest brands and agencies in the world. The way we break that down is by building trusted partnerships with brands that want to scale up their influencer marketing, we work as an extension of their team. In the next nine months we will also expand our office in New York, where we already have clients that we work with.

What is your background before Tailify? I was a student at Cass Business School in London before we started Tailify. I did a degree in Business Studies and also started the Scandinavian Business Society. Prior to moving to London to pursue my studies, I worked in sales and had different internships. One of the most exciting internships I had was for a company that

What is the best part of your job? That every new day is different from the last day. I’m very lucky that I can go to work every day and sit among people that do a really great job and inspire me to do even better. We also have a lot of fun working together at Tailify and there are always exciting project and clients, so we never go bored to be honest. We have been through a lot over the years since we started Tailify but it has been, and still is, the best learning experience of my life.

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Absolut, Together with DrinkUp. London, will bring the age-old Swedish tradition of Midsommar to London to celebrate the longest day of the year.


This year, SCC Member Pernod Ricard UK and their Swedish brand Absolut Vodka will be partnering with media platform and events company DrinkUp. London to create a Midsommar celebration to be remembered! Between Thursday 21 June and Saturday 30 June, more than 75 bars will be participating and serving £6 Absolut cocktails as part of the Absolut Midsommar festival. Being one of Sweden’s most famous and celebrated brands, Absolut Vodka has a track record for delivering fun and unique events to keep its customers interested. From raffling music festival tickets to arranging huge Swedish traditional events, Absolut always seem to be able to create a modern and instagrammable atmosphere.

DrinkUp.London is most known for creating and hosting London Cocktail Week and arrange 15 week-long festivals every year. For the first time, festival passes to this cherry-picked selection of the city’s greatest bars, will be free of charge. You only need to download a free festival pass from the DrinkUp.London app to be able to take part of the offers. Or sign up through their website here: Adam Boita, Head of Marketing for Pernod Ricard UK, said on the topic: “In Sweden, Midsommar is a core tradition but its principles are easily shared here in the UK with warmer weather naturally bringing people together to dance, share food and, of course, enjoy great drinks. Absolut Midsommar is about celebrating the start of summer and the beginning of a more convivial period of the year, so we’re delighted

to have DrinkUp.London’s support in our quest to introduce even more people to this fantastic occasion.” As Boita mentioned, Midsommar is a huge tradition and is celebrated by all Swedes. The celebration is centered around solstice and is in honour of the longest day in the Northern Hemisphere. On this day, the Nordic states’ short, dark days of winter are forgotten and replaced with the warm light-filled days and the fruits and harvests of summer. Midsommar is always celebrated on a Friday afternoon and people come together to dance around the Maypole, sing quirky songs as well as eat herring and drink spirits. Absolut Midsommar could be the perfect fit for all you Anglo-Swedish Londoners out there and we can’t wait to put on our flower crowns and sip some Absolut drinks!

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Ekte Nordic Kitchen was launched in the Bloomberg Arcade in the City of London on 30 April 2018 by the Danishborn restaurateur Soren Jessen, who has owned successful City stalwart 1 Lombard Street since 1998. Scandinavian-influenced restaurant, café and sandwich bar Ekte will join the impressive line-up of new food outlets in London’s new dining destination: The Bloomberg Arcade. The Bloomberg Arcade is a new culinar y and cultural destination in the heart of the Square Mile. The covered pedestrian arcade runs through the site of Bloomberg’s European headquarters and brings together independent restaurants from some of the biggest names in food. The arcade and the Bloomberg’s new European HQ was built and developed in sustainable and forward-

looking ways by SCC Member Sweco. The modern approach to the building has played a key role in becoming a place for new and ambitious restaurant development.

Curated by Bloomberg’s Chief Food Critic Richard Vines, the line-up includes – in addition to Ekte – new locations of food favourites Koya, Caravan, Vinoteca, Homeslice, Bleecker Burger and Ahi Poké. New concepts Brigadiers, and a new restaurant by Andrew Wong will open in late-spring/ summer 2018.

available outside. Design features include oak and marble table tops, Werner chairs, Danish lighting, and a leather banquette curving along one long wall. The modern interior utilises raw materials of weathered oak, tanned leather, polished concrete, charred timber and pale stone. On 6 June, the SCC together with the DKUK Association and the Finnish and Norwegian Chambers of Commerce are organising an evening celebrating the Nordic Culinary at Ekte. The culinary adventure will commence with canapés and gin tasting hosted by Finnish Kyrö Distillery Company followed by a threecourse dinner in Nordic style with a Swedish starter, Danish main course and Nor wegian dessert.

Ekte, meaning genuine or real in Norwegian, offers a varied Nordic menu, overseen by Swedish-born Head Chef Robin Björn Freeman. The Scandinavianinfluenced restaurant and café/deli is open daily for both eat-in or takeaway, with changing menus from breakfast through lunch and dinner. With its Scandinavian touch, Ekte strives to be sensitive to the environment and to create minimal waste by acting responsibly with its carefully sourced recyclable, bio-degradable and reusable packaging for its takeaway food and drink service. Ekte was designed by London-based Danish design studio, JLKDS. The glass-fronted 60-seat space features a central food bar and open kitchen, with 20 additional seats

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LINK UP DRINKS AT KINNARPS 20 MARCH The SCC, together with Member Kinnarps UK, Europe’s leading supplier of workspace solutions were happy to welcome Members to the season’s second Link Up Drinks. New Members Steve Edge Design and Global Reach Partners presented their companies to the network.

Damian Dowling (Kinnarps UK), Steve Edge (Steve Edge Design), Johanna Bjarsch Follin (Goodwille) & Danielle Rahme (Home House)

Ketan Patel (Change Management Institute) & Chris Dorman (Western Union International Bank)

Filli Fält (1 Lombard Street), Christoffer Kurpatow (Skultuna) & Sofia Henningsson (1 Lombard Street)

Damian Dowling (Kinnarps UK)

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BREAKFAST AT CHRISTIES 11 APRIL British Auction House, Christie’s, invited SCC Members to an exclusive breakfast event during the auction’s First Open exhibition week. Christie’s First Open is the perfect platform for seasoned and firsttime collectors looking to discover affordable, cuttingedge works by emerging and established artists.

Steve Sharpe (Katapult Partners)

Anna Touzin (Christie’s)

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BRANDING WORKSHOP 16 APRIL On 16 April, the SCC together with the YP, was proud to host a Branding Workshop at Member Home House in Marylebone. This exclusive evening on the topic of branding was an interactive workshop that covered various aspects of marketing and branding. All participants were divided into groups of six people with a mix of both SCC and YP Members. The event was set up to be playful and act as a bridge between the SCC and YP network where they could meet and be creative together. The given assignment was to create a brand strategy for a fictitious Nordic beverage company about to launch on the UK market. Groups were instructed by three industry experts from the SCC network. They were: • Steve Edge, Founder and Creative at Steve Edge Design • Sebastian Vizor & Johan Jeansson, Creative Lead at B-Reel • Tobias Andersson, Client Services Director at virtualROI The teams circulated from one expert to another and got advice on how to construct their campaigns and message. Steve Edge, from brand agency Steve Edge Design, talked about the importance of storytelling and exemplified with several fascinating stories from his extensive career. The London-founded company has worked with clients such as Dior, Cartier and Fortnum & Mason.

Louisa Adde (Goodwille), Emilia Swiecicka (Vaimo) & Simon Whitaker (The Grenadines Collection)

Sebastian and Johan from creative agency, B-Reel, talked about how to reach your core audience and present a modern brand that people want to interact with instead of having them be subjected to it. They also spoke about the importance in talking to people in a human way and to be relevant to them specifically. That way you can get a strong reaction with your target group and later make a splash in the mainstream. Stockholm-founded B-Reel has an impressive track record creating campaigns for famous brands such as Nike, Google and Gorillaz. Tobias Andersson from B2B digital marketing agency, virtualROI, talked about symbolism and how to piggyback on the right symbols to get the desired connotations with your brand. He also spoke of how to create a coherent message through all your marketing channels to make people immediately recognise your brand, just from the style of writing or colours used.

Chrissy Florman (Chrissy’s Kitchen) & Annethe Nathan (TotallySwedish)

After the instruction session from the experts, each team got some time to brainstorm and construct their campaign. Thereafter, the teams had just two minutes to pitch their ideas to the panel of experts. All groups presented interesting campaigns with different approaches. One group acted out a sketch of their imagined marketing campaign and one presented how they would use VR technology on the London underground to promote the drink. The winning team presented a campaign that would promote the beverage in an orienteering event using a mobile app. This would position it as a healthy product with its Scandinavian roots and resonating with their core audience of athletes. The winning team got a one-day membership to Home House. A business card raffle was also organised by Home House and one lucky winner went home with a bottle of Champagne. The evening culminated in networking over drinks and canapés. Thank you to Member Home House who kindly hosted this truly unique experience and a big thank you to the inspirational Member experts Steve Edge Design, B-Reel and virtualROI.

Gary Smith (Rival Colour) & Anna Tranchell (WMP Creative)

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Sebastian Vizor & Johan Jeansson (B-Reel)

Steve Edge (Steve Edge Design) & Ulla Nilsson (SCC)

Alex Haddon (IC Design), Erika Nilsson-Humphrey (Dappad), Mohamed Lasfar (Hästens Beds) & Peter Edenholm (E Investment Analysis)

Julia Ward (COS), Simon Whitaker (The Grenadines Collection),Chrissy Florman (Chrissy’s Kitchen), Ida Stjernström (Business Sweden)

Alexandra Masierowska (Yext), Emilia Swiecicka (Vaimo), Fredrik Edenholm (Rothschild & Co) & Tobias Andersson (virtualROI)

Johan Jeansson (B-Reel), Steve Edge (Steve Edge Design), Tobias Andersson (virtualROI) & Sebastian Vizor (B-Reel)

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FINANCIAL FORUM: COMPETITIVE COLLABORATION 27 APRIL On 27 April, the SCC organised a Financial Forum at Wayra London. The Financial Forum put emphasis on how fintech companies and traditional banks and financial services companies could collaborate for mutually beneficial partnerships, as well as talking about best practices of onboarding fintech firms. The Forum was moderated by fintech expert Michal Gromek, International Fintech Facilitator and researcher at Stockholm School of Economics. The speakers were: • Nick Blake, Head of Transaction Services, SEB • Martin Eriksson, Executive-in-Residence, EQT • Elly Hardwick, Head of Innovation, Deutsche Bank • Christer Holloman, CEO & co-Founder, Divido • Johan Nord, CCO, Trustly • Laurel Wolfe, Marketing Director, Klarna

Aarti Anhal (beforenine) & Patric Jacobsson (Mackrell Turner Garrett)

The speakers were divided into two panels. During the first panel discussion Elly Hardwick, Johan Nord and Christer Holloman discussed best practices of onboarding fintech into the more traditional parts of the finance industry. Michal Gromek, who moderated the panel discussions, brought up the question “In what direction is the finance industry moving,” including both traditional banks and financial services companies as well as fintech companies of all sizes. Holloman explained that the increasing partnerships and collaborations in the finance industry has led to a need of having specialists, in this case fintech companies. The panel also discussed how companies best can manage each other’s’ expectations. Hardwick forecasted that within the next 12 months the word “platform”,a software that enables companies to connect and collaborate, will be key in the finance industry. She believes banks are looking forward to seeing that they can use platforms to partner with fintech companies. The second panel had a focus on potential and ongoing partnerships. The panellists Nick Blake, Laurel Wolfe and Martin Eriksson introduced the guests to what collaborations they are currently working on or have recently partnered up with. Eriksson described that an important part of his work is to help companies find other companies that they can collaborate with, and in that way offer portfolio companies, i.e. companies in which other companies can invest. The importance of this stems from the knowledge sharing that is necessary in today’s finance industry, as in many other sectors.

Panel I

Blake explained that a lot of the work at his department is about creating an understanding of what products and services a bank needs to provide to its customers. Banks need to think a lot about what customers need from them in the future and to look for potential partners. “It’s a lot about what products and services we build and who we build them with,” Blake said. The panel was wrapped up with a “magic box” of questions for the panellists to answer and discuss. The panel discussions were succeeded by coffee, snacks and networking. Special thanks to Michal, Nick, Martin, Elly, Christer, Johan and Laurel for participating and thank you to Hexagon and Catella for sponsoring the event.

Niko Ek (Scandinavian Airlines)

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Michal Gromek (Stockholm School of Economics)

Carl Bonnevier (J. Safra Sarasin)

Panel II

Elly Hardwick (Deutsche Bank)

Ulrika Andersson (Barclays)

Christer Holloman (Divido)

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THE SCC SPRING EVENT 27 APRIL The Financial Forum on 27 April, was succeeded by the annual SCC Spring Event, an evening filled with dinner and dance at luxurious Claridge’s. During the evening, performances were given by Lunds Studentsüngare and the band The Talent. Photographer: Matthew Pearl.

Cristina Bartra (Dragon Shepard), Jan Olsson (Deutsche Bank), Ida Magnusson & Jens Edlund

Helena Whitmore (SEB), Ulla Nilsson (SCC) & Johanna Buremo (SEB)

Carly Barrett, Rebecca Martin, Tania Tandon, Richard Hildebrand & Kayleigh Leonie (TandonHildebrand)

Anders Olsson & Carolina Carlsson (Cassandra Oil)

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Annie Adde, Theo Adde, Louisa Adde & Svante Adde (Goodwille)

Christer Holloman & James Badenhorst (Divido)

Lunds Studentsångare

Håkan Winberg (CFO Metrics)

The band the Talent

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TRUNK CLOTHIERES 9 MAY On 9 May, the SCC organised the last Link Up Drinks before summer, together with contemporary menswear boutique Trunk Clothiers in their two stores on Chiltern Street in Marylebone. New Members Midas Investment Group, TicketCo UK, Buildsafe and Bontouch presented themselves to the network during the evening.

Dag Wirdenius (Buildsafe) & Jonas Zachrisson (Datscha)

Mats Klingberg (Trunk Clothiers)

Richard Hildebrand (TandonHildebrand) & Carolina Carlsson (Cassandra Oil)

Jessica Barwell (Home House), Anna Tranchell (WNP Creative), Danielle Rahme (Home House) & Jacques De Villiers (Global Reach Partners)

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For more event photos check our Events Gallery at

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SCC Upcoming Events Autumn 2018


JUNE Entrepreneurship Forum: Start, Scale, Fail?


SEPTEMBER (SAVE THE DATE) Annual Crayfish Party

19 07

The Entrepreneurship Forum is one of our biggest forums of the year and takes place during London Tech Week. This year we will be at Google’s UK HQ and the theme is “Start, Scale, Fail?” where we want to highlight the risks start-ups face.

The crayfish season is one of the most popular cultural celebrations in Sweden and this event promises comical paper hats, great food and traditional drinking songs (snapsvisor). More details to follow.

SEPTEMBER (SAVE THE DATE) Nordic Business Forum - Business Agility The Nordic Business Forum is an annual event organised by Nordic Chambers of Commerce in the UK. This year the focus of the event will be Nordic Business Agility and Statoil (now known as Equinor) will be the venue host.

DECEMBER The SCC Christmas Luncheon The highly popular annual Christmas Luncheon returns! This is for many the highlight of the Anglo-Swedish social and business calendar. Save the date and more information will follow.

We are currently planning several more events for the autumn. Keep an eye on our website for more information. If you are interested in hosting or sponsoring one of our events, get in touch with to find out more.

Sign up now at

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Dear YP, We are on the brink of full-fledged summer in London and we are ready - sunhats and all! Looking back on the last few months, the YP has embarked on several business-focused adventures. The YP’s new strategy grants our Members access to prominent business people at various Company Visits. But rest assured, we will of course continue the social events as well. Since the last issue, we have provided access to a unique discussion with MP Mark Prisk through a YP Parliament Visit. The visit brought up interesting discussions about being a young person in business in the UK and predictions about the future were shared. Another highlight of the spring was the Branding Workshop hosted together with the SCC at Home House, which gave Members interesting insights from three experts agencies; Steve Edge Design, virtualROI and B-Reel. The YP was also proud to collaborate with a YP Member working at Facebook to introduce a new concept – “Visit the YP Member”. In light of today’s fast-paced, tech-focused environment, we were surprised and inspired by Facebook’s UK HQ! Please Save the Date for our upcoming highlight – The Midsummer Celebration! Follow us on social media to not miss out on this fantastic party! In addition, this is the final LINK for this batch of Scholars and we are delighted to hand over the reins to Nathalie, André and Linnéa. Thank you all for this year and welcome to the new Scholars! Cheers! Amanda, Veronica & Julia

Coffee DreamShake Workshop 26 MAR

The YP, together with Löfbergs, SugarSin and Wayne’s Coffee, spent an evening creating over-the-top, mega and indulgent Coffee DreamShakes! The most instagrammable and tastiest shake went home with a Nespresso Capsule Machine and three months worth of coffee!

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Parliament Visit with MP Mark Prisk 18 APR

Member of Parliament and Prime Minister’s Investment Envoy to the Nordic & Baltic Nations Mr Mark Prisk kindly invited the YP for a tour of Westminster Hall followed by a round table discussion about living, working and running business in the UK. This was a truly unique opportunity to sit down with a decision-maker with real impact.

Company Insights: Facebook 17 MAY

The YP was invited by a fellow YP Member for an exciting evening at Facebook’s new HQ in London! This company visit provided insight into what it’s like to work at the major tech company that has changed social media for good. After the presentation, there was a tour of the office as well as a casual networking session.

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

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Young Professionals of the SCC

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Ung i London, Öppet hus/Stay & play, Syjunta, soppluncher, lunchkonserter, mötesplatser Ung i Londonföredrag, onsdagar utställningar. 19.30-21 Seniorträffar, 28+ en söndag/månad 14-15.30 Alla-kan-sjunga-kör, barnkör, Öppet hus/Stay & play tisdagar 13-15 kyrkokör, seniorkör. Syjunta varannan tisdag 13-17 Mellokvällar, sportevent

Anslagstavlor med tips på boende, jobb Kyrkokören övar torsdagar 19-21 och vad som händer Alla kan sjunga kör onsdagar 18-19 Barnkör lördagar sociala medier12-12.45 När du är i London, TorsdagsTräff en torsdag/månad komNär in och ta ien fika! du är London, Seniorlunch en torsdag/månad

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öppettider kyrka & café

Måndag - tisdag 10-17 öppettider kyrka & café Måndag Onsdag 10-19 - tisdag 10-17 Onsdag 10-19 Torsdag - lördag 10-17 Torsdag Söndag 12-15 - lördag 10-17 Söndag 12-17 Gudstjänst varje söndag kl 11 Gudstjänst varje söndag kl 11 Söndagsskola & kyrkkaffe

Twitter @SvKyrkanLondon sociala medier kontakta oss/bli medlem Twitter @SvKyrkanLondon

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nyhet! alla-kan-sjunga-kör start 18/1 kl 18-19 brexit & ny i london?! info träff 29/1 kl 13-14 melodifestivalen - varje lördag 4/2 - 11/3 kl 19 6 harcourt street, london 4AG 6 harcourt street, london W1HW1H 4AG

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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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Linus Pettersson receives the 2018 Sten-Olof Palm Scholarship

In the picture: Henrik Ekelund, Swedish Trade Federation, Linus Pettersson, Scholar, Ulla Nilsson, Gothenburg Trader’s Association

Linus Pettersson has been awarded the Gothenburg Trader’s Association’s Sten-Olof Palm scholarship for 2018, in collaboration with the Swedish Trade Federation, Hvitfeldtska Gymnasiet and the SCC. It is the 10th year that the scholarship is awarded to an outstanding Hvitfeldtska business student. The scholarship provides the opportunity to spend six months with the Swedish Chamber of Commerce for the United Kingdom in London. Linus will join the Secretariat in June.

Sten-Olof Palm, after whom the scholarship is named, is a nestor of Gothenburg trade. For 28 years, from 1965 to 1993, he was president of the Gothenburg Trader’s Association and a driving force in the establishment of the Swedish Trade Research Foundation in 1988. Mr Palm has long been highly involved in the development of contacts between academia and commerce in Sweden.



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New Members Maria Tibblin & Co ExWorks TandonHildebrand TipTapp Adwaiz Ekte Nordic Kitchen

Banque Carnegie Luxembourg Banque Carnegie Luxembourg is an exclusive private bank with a low risk profile focused on international asset management. The bank is a member of the Carnegie Group, whose head-office is situated in Stockholm. The Carnegie Group also has offices in Denmark, Norway, Finland, the UK and the US. Our management philosophy is simple: we deliver advice through professionalism, transparency and integrity. Our clients are for the most part private individuals of Nordic origin with high net worth, residing all over the world, who demand excellent service and quality.

Andreas Ebbe

+352 40 40 30 275

Head of Business Development

Banking & Financial Services

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Peter Sandberg NEW MANAGING DIRECTOR FOR THE SWEDISH CHAMBER OF COMMERCE FOR THE UK In July, the Chamber will begin a new chapter when Peter Sandberg takes over the role as Managing Director of the SCC. Peter might be a familiar face to many in the network as he worked at the Chamber from 2008 to 2011. Since then, he has worked and lived in New York before returning to London to head up membership and commercial development at the British Private Equity & Venture Capital Association. He spoke to the LINK about what the future might have in store for the Chamber.

experience and ideas, shaped on different approaches to services and the creation of membership value. Experience is great, but I really want us to focus on what the future should look like.

Tell us a bit about your background before joining the Chamber. I am born and raised in the Scanian countryside (think yellow rapeseed fields) in the southernmost part of Sweden. I first moved to London as part of my university degree (MSc in political science and economics from Lund University) in 2004. I was interested in joining the Swedish Foreign Service and London was my obvious choice. At the Embassy, I worked in the political department, supporting the diplomatic staff with briefings and research. A while after the completion of my formal internship I returned to the Embassy, and the department for press and information, where I stayed for a couple of years. I then joined the Chamber, as its Communications Manager in 2008. In 2011 I was offered a role as Director of Program and Events at the Swedish Chamber in New York and took the leap across the pond. The last few years I have spent at the British Private Equity & Venture Capital Association, as Director of Membership and Commercial Development.

Why is an organisation like the SCC important? The Chamber is a steady force in the creation of cross-border networks and business. Formed over 100 years ago, it is still led by its Member firms, and offers something unique, intimate and exclusive in a time of fast moving connections and social media.

You have experience from membership, events and communications, how will you incorporate this at the Chamber? I have had the privilege of working across all three areas as you mentioned, and I will hopefully bring with me lots of

What does the SCC represent to you? It represents a strong and exciting network and community of Anglo-Swedish businesses. Few networks can boast bringing together such a high calibre of firms across old and new industries, large and small corporations, and influencers from both sides of the North Sea.

Why should Swedish companies establish themselves in the UK? The UK is one of Europe’s largest domestic markets and is a great springboard for global growth. Being a Swedish brand and having Swedish heritage is typically an advantage here as it is often associated with quality. A brand we need to cherish and maintain. Swedes are relatively good at English, which of course comes in handy. You have also got a large group of successful Swedish businesses and entrepreneurs who have already made it here, and who are happy to help. Just ask the Chamber. What do you believe are the biggest challenges facing Swedish companies in the UK today? Brexit, and global competition.

What are you most excited about? I am excited about a lot of things. I look forward to working with the new team at the Chamber, to meet all the Members, and to jointly create new opportunities to promote business links and “Brand Sweden”.

Is there a sector that you would like to see more represented in the network? I would like to see all sectors and industries represented within the Chamber. Saying that, technology has moved from being a ‘sector’ of its own to becoming a subsector within all sectors and industries and I think everyone would benefit from learning more about advances made in this area. There are a lot of common touch points here between Sweden and the UK.

What do you believe will be the biggest challenge? The biggest challenge will inevitably be to remain relevant to the wide range of Members and the individuals within the respective firms. We are fighting for people’s time, attention and services, in a time where – just that – time, is scarce.

What do you love most about living in the UK? I genuinely appreciate the diversity, history and pace of life offered in London as a city and have always been warmed by the welcome I received when moving to the UK many years ago. London has always felt open.

What will be your biggest priority when you join? Getting to know the team and the Members and to learn about what they would like from their membership in the future.

Any other message to the network? I look forward to meeting everyone, and hearing about their ideas for the future. Please do get in touch, by email, phone or perhaps meet me at one of our events. Until then.

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“Experience is great, but I really want us to focus on what the future should look like.”

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June 2018  
June 2018