PRESS & SPEAKING.
No logo wall, no borrowed credibility. What follows is accurate, and you can quote it.
SHORT BIO
PerOla Hammar is CEO of SA Möbler AB, a Swedish furniture manufacturer based in Tibro. The company was established in 1896, and his father acquired it in 1982 and, together with PerOla’s mother, spent the following decades developing it. PerOla spent 13 years in Shanghai working with sourcing in China and Vietnam, founded Middle Earth Consulting AB and CapsisMedia, and writes and films about manufacturing, trade and distribution.
LONG BIO
PerOla Hammar (public Chinese name 陈家悦) is CEO of SA Möbler AB, a furniture manufacturer in Tibro, Sweden, that has been making furniture in Sweden since 1896. He became CEO on 1 June 2026, taking over from his father, Kjell Hammar, who acquired the company in 1982 and, together with PerOla’s mother, spent the following decades developing the business. As CEO he carries overall responsibility for the company’s direction, execution and continued development, working with a team across production, sales, design and administration. Before becoming CEO he was leadership assistant at the company, and earlier he spent years as a buyer for SA Möbler. Between those roles he lived and worked in Shanghai for 13 years, running sourcing and import from China and Vietnam, and founded Middle Earth Consulting AB (2004) and CapsisMedia (1998) in web, e-commerce and digital distribution. He holds a BSc in Industrial Economics and Logistics from Högskolan i Skövde. He speaks Swedish natively, English professionally, and basic Chinese and German. He is a father of two and is based in Tibro.
WHAT I CAN TALK ABOUT
- Leading a 130-year-old manufacturer in 2026
- Why Europe–China sourcing dies at the first sample
- Distribution as the missing machine in Swedish manufacturing
- Attention as a supply chain
IMAGES FOR USE
Two portraits, free to use in coverage that mentions me.
BOOK OR ASK
For interviews, panels or podcasts, use the calendar or send an email.