THE LONGER VERSION.

I grew up around a furniture factory in Tibro. Small town, sawdust, real orders. I started buying for SA Möbler in 2004 and stayed on that desk until 2018.

In parallel I built my own things. CapsisMedia from 1998: websites, e-commerce, UX, digital marketing. Middle Earth Consulting AB from 2004: web, e-commerce, sourcing, supply chain, 3D and BIM, from Stockholm and Shanghai.

Then Shanghai. I moved there and stayed 13 years. I learned the language badly and the business properly: factories, samples, containers, customs, and the thousand small decisions that decide whether an order lands or dies.

In February 2026 I came back into SA Möbler as leadership assistant, and on 1 June 2026 I took over as CEO from my father, Kjell Hammar. He acquired the company in 1982 and, together with my mother, spent decades developing it into what it is today. I have enormous respect for what they built.

I did not found this company, and my job is not to replace what came before. SA Möbler has been making furniture since 1896, and my responsibility is to continue that work while making sure the company fits the market we are in now.

That is not something one person does. It depends on people throughout the company, in production, sales, design and administration, who understand their own areas better than I do. As CEO I am ultimately responsible for direction, decisions and execution, and for making sure good ideas turn into actual improvements instead of staying on paper.

Father of two, based in Tibro, still making things.