Hi, I’m PerOla. In Shanghai they know me as 陈家悦.
YOU MAKE SOMETHING GOOD.NOT ENOUGH PEOPLE KNOW ABOUT IT.I FIX THAT.FROM INSIDE A FACTORY THAT’S BEENMAKING THINGS SINCE 1896.
CEO, SA Möbler AB · 13 years in Shanghai · Buyer 2004–2018 · Two companies of my own, 1998–2026
Most companies I meet do not have a product problem.
They have a distribution problem.
What they make is good. The problem is that too few of the right people ever find out about it.
That is where I work.
I run SA Möbler, a furniture manufacturer in Tibro that has been making furniture in Sweden since 1896. At the same time, I work with sourcing, buying, websites, content and distribution. In simple terms, I work on both sides: making the product and getting it in front of the right buyer.
Most of my work falls into three areas.
Sourcing and manufacturing in China and Vietnam, where I spent 13 years.
Running and modernising a manufacturer, which is what I do every day as CEO of SA Möbler.
And building the websites, content and channels that turn attention into enquiries and sales.
Different disciplines. Same requirement.
They have to work in the real world, and they have to pay for themselves.
China is not a vendor list. It is a language.
PEROLA HAMMAR
WHAT YOU CAN HIRE ME FOR
Six things, and they come down to one question: what would have to change for this to make money? I spent 1998 to 2026 answering that question in my own companies, which means I live with the answer.
RUN AND MODERNISE A MANUFACTURER
A good company can still get stuck in old habits while the market moves around it.
That is part of what I deal with every day as CEO of SA Möbler: direction, sales, international business development, investment, reporting and better ways of working.
I am not advising from the outside. I have to make these decisions in my own factory, live with the consequences and make sure they work.
SOURCE FROM CHINA AND VIETNAM
I bought for SA Möbler from 2004 to 2018 and spent 13 years in Shanghai working with sourcing, manufacturing and imports from China and Vietnam.
That taught me where a cheap quotation becomes expensive, what needs to be agreed before tooling starts, and what has to be checked before anything leaves the factory.
I help compare suppliers properly, define the product clearly, control quality before shipment and make sure the required documentation is in place.
BUILD THE DIGITAL SIDE
I have been building websites, e-commerce, SEO and content since 1998.
Through CapsisMedia and Middle Earth Consulting, I worked with the practical side of getting companies found, understood and contacted online.
The goal is not a website people compliment.
The goal is a website that explains what you sell, gives people a reason to care and makes it easy for the right customer to take the next step.
SELL IT AND GET IT SEEN
A good product that nobody knows about is still a distribution problem.
I work with positioning, offers, websites, content and the channels that put a company in front of the people who might actually buy from it.
At SA Möbler, that also means showing the factory, the products, the sourcing work and the decisions behind the business while they are happening.
The point is not attention for its own sake.
The point is turning attention into enquiries, conversations and orders.
ADVISE, SPEAK AND SIT ON BOARDS
I am useful where manufacturing, sourcing, international business and digital distribution meet.
That can mean advisory work, board assignments, speaking, or simply a second opinion before an important decision is made.
What I bring is an operator’s perspective: what is realistic, what it is likely to cost, where the risk sits and what needs to happen next.
KNOW WHAT IT COSTS
Fourteen years on the buying side taught me that the cheapest quotation is not always the cheapest product.
The real cost appears in materials, specifications, tooling, quality problems, freight, delays, rework and the margin left when everything is finally delivered.
I work with costing, pricing and margins from drawing to finished product.
The aim is simple: know what the product really costs before the second order teaches you.
If you want to know how I think before you contact me, the blog is the honest answer. It is where I write down what the day job teaches me. Read the notes
WHAT’S NEW
CEO of SA Möbler since June 2026
On 1 June 2026 I became CEO of SA Möbler, the furniture manufacturer in Tibro that has been making furniture in Sweden since 1896. My father bought the company in 1982 and spent the following decades developing it together with my mother. I did not found it and I am not here to replace what they built. My job is to keep developing it for the market we are in now, with the people who work here.
CHINA13 years in Shanghai
I did not read about Chinese supply chains, I lived inside one. Supplier lists look tidy from a desk in Europe and completely different from a factory floor in Guangdong. I still work the same way: fly there, stand in the room, ask with my hands.
SOCIALWhy I publish while I work
Attention is distribution. If nobody sees what you make, it does not travel, however good it is. I publish the factory, the sourcing trips and the boring middle parts, because that is what people actually ask me about.
FROM THE DESKWhy sourcing between Europe and China dies at the first sample
Almost every failed import project I have seen was already dead before the first container left the port. The sample was approved without a written standard, the tooling was paid for before the drawing was agreed, and nobody had visited the line that would run the order.
DIGITALWebsites that have to pay for themselves
I have been building sites and shops since 1998, for myself and for clients. Most of them had to produce work or orders within a year. That changes what you put on a page, and it is why I still care more about response rates than about design awards.
THE TRACK RECORD
I ran two companies of my own between 1998 and 2026: CapsisMedia and Middle Earth Consulting AB.
Before that chapter closed, I had already spent 14 years buying for SA Möbler, from 2004 to 2018. That is where I learned what products really cost, not just on paper, but once materials, production, freight, margins and mistakes are included.
I also spent 13 years living and working in Shanghai, managing sourcing, manufacturing and imports from China and Vietnam for Nordic companies.
My background is in industrial economics and logistics. Swedish is my native language, I work professionally in English, and I have basic Chinese and German.
Since 1 June 2026, I have been CEO of SA Möbler.
The company has been making furniture in Sweden since 1896. My father bought it in 1982 and, together with my mother, built much of the company I know today.
I did not found SA Möbler, and I am not here to rewrite its history or replace what my parents built.
I am here to take responsibility for what comes next and keep it moving.
A SUPPLIER PROBLEM, A COST PROBLEM OR A DISTRIBUTION PROBLEM. TELL ME WHICH.
Tell me what you are working on and what is stuck. If I can help, I will say so and tell you how. If I cannot, I will say that too.
Tibro, Sweden · +46 70 557 17 69 · perolahammar@fastmail.com