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 in Tibro that has been making furniture in Sweden since 1896. He became CEO on 1 June 2026, after his father, Kjell Hammar, who bought the company in 1982 and developed it together with PerOla's mother. He 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, from 2004 to 2018. Between those roles he lived and worked in Shanghai for 13 years, running sourcing and import from China and Vietnam for Nordic companies, and founded Middle Earth Consulting AB (2004) and CapsisMedia (1998) in web, e-commerce and digital distribution, both of which he closed in September 2026. 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.
FACTS FOR COVERAGE
- Based in
- Tibro, Sweden
- Role
- CEO, SA Möbler AB, since 1 June 2026
- Company
- Founded 1896, acquired by Kjell Hammar in 1982
- China
- 13 years living and working in Shanghai
- Own companies
- CapsisMedia (1998–2026), Middle Earth Consulting AB (2004–2026)
- Education
- BSc Industrial Economics and Logistics, Högskolan i Skövde
- Languages
- Swedish, English, basic Chinese and German
- Chinese name
- 陈家悦
WHAT I CAN TALK ABOUT
- Leading a 130-year-old manufacturer in 2026
- Why sourcing between Europe and China dies at the first sample
- Finding and judging suppliers in China without flying blind
- Quality control before shipment: what to check and when
- Why distribution, not the product, is what stops most Swedish manufacturers growing
- Attention as a supply chain, and what it does for a factory
- Modernising a family company without throwing away what works
WHAT I AM OPEN TO
- Advisory roles and board assignments
- Speaking, panels, podcasts and company sessions
- Projects in sourcing, manufacturing and international business
- Digital and e-commerce work with a commercial point to it
- Partnerships between Swedish and Chinese companies
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.