In each issue of Swedish Chamber Insights, readers will have the opportunity to get to know one of our members better. This month, we spoke with Marieke Bax, Marketing Manager at Fagerhult and keynote speaker at the Discover the Power of Brand Sweden event held on October 17, 2024, to learn more about how their marketing principles are shaped by Swedish heritage, reflecting the core values of sustainability, innovation, and design that are central to Brand Sweden.
For those unfamiliar with Fagerhult, could you provide a brief introduction to the company and its services?
Fagerhult is a renowned company that has been locally producing lighting solutions since 1945, driven by a vision to provide lighting for better living. The company focuses on smart lighting solutions that contribute to a sustainable society by ensuring efficient use of light, energy, and space. Our dedication to sustainability and connectivity enables us to create premium lighting solutions that promote human well-being in professional and public environments, including offices, educational facilities, healthcare institutions, retail spaces, and outdoor applications. We collaborate closely with customers and partners in the European market while offering tailor-made lighting solutions globally.
“Our dedication to sustainability and connectivity enables us to create premium ligtning solutions that promote human well-being in professional and public enviroments, including offices, educational facilites, healthcare institutions, retail spaces…”
Fagerhult has been at the forefront of lighting innovation for decades. How do you leverage Sweden’s reputation for sustainability and design to differentiate your brand in highly competitive international markets, such as the Dutch market?
We leverage Sweden’s esteemed reputation for sustainability and design by emphasising our locally produced products and commitment to sustainability. Fagerhult has launched a comprehensive sustainability agenda with clear objectives, focusing on smart lighting solutions that optimise energy usage and spatial efficiency within buildings. This approach aids in differentiating their brand in competitive international markets, including the Dutch market.
We continuously strive to embody our principles in practice. The materials utilised in our products significantly impact our overall carbon footprint. As the emphasis on energy-efficient products increases and greener electricity becomes more prevalent, the importance of these materials will continue to grow. We aim to replace virgin and fossil-based materials with renewable and recycled alternatives, ensuring that new suppliers comply with our sustainability criteria and Code of Conduct.
Your concept of ‘Swedish Light’ is unique. How has Fagerhult incorporated this into its brand storytelling?
Originating from the dark Swedish forests, the significance of light has always been paramount for us. We cherish our knowledge of light and aspire to share it with others. What began as a small-scale business providing solutions for homes has evolved into a company addressing the needs of public environments. Our founder, Bertil Svensson, envisioned bringing “the right light to the right place” to simplify people’s everyday activities. His idea for a brilliant Christmas present for his mother marked the inception of numerous innovations and luminaries in the years to follow.
Fagerhult’s concept of ‘the Swedish light’ is reflected in our brand storytelling through our commitment to light for better living and our vision of delivering the perfect light at all times. We emphasise the distinctive qualities of Scandinavian light during various seasons, such as midsummer and Christmas.
“The right ligth
to the right place
to simplify people’s
everyday activities”
As a global company with Swedish roots, how does Fagerhult ensure its employer branding aligns with its marketing goals across diverse cultural contexts? What challenges have you faced in this process?
A shared focus on innovation, collaboration, and sustainability underpins how we work and interact with colleagues, partners, and customers. Our core values have been developed in close cooperation with employees across our organisation, from the forests of Småland to Paris and London, extending further into Europe. We believe in the lifelong pursuit of learning and development. At Fagerhult, employees are encouraged to think creatively, test new ideas, and seek continuous improvement. Together, we design the lighting solutions of the future, making a positive impact on people’s daily lives. So, as an employer, we highlight the best Swedish qualities we possess, including our unique sustainability promise, which appeals to the market. However, we face challenges such as intense competition in the Dutch market.
What upcoming events in the Swedish Chamber calendar are you most excited to attend or perhaps organise, and who do you hope to meet there?
In alignment with our strategy, two upcoming events are particularly suited and interesting for us. The first event, the Executive Sustainability Breakfast on April 15, 2025, promises to be an insightful gathering where we anticipate engaging in meaningful discussions about sustainability practices and the future of environmental initiatives. Equally exciting is the Presentation of the Business Climate Survey on May 28, 2025, which will offer valuable insights into the current business environment in the Netherlands. Both events present excellent opportunities to connect with like-minded professionals and explore innovative ideas to drive sustainable growth.
Connect with Fagerhult by connecting with them on LinkedIn or visiting their website!
Do you want to get to know more Swedish Chamber members? Read about IPscreener, team5pm, and Validata.
