This month in our Get to Know series, we take a closer look at how Fagerhult brings its Swedish heritage to life through its branding. We spoke with Marieke Bax, Marketing Manager, about how the company’s unique concept of ‘the Swedish light’ influences its brand story, blending innovation, sustainability, and human-centric design.
Discover how Fagerhult uses its brand to light the way toward a sustainable and forward-thinking future in
In this month’s edition, Lawrence Masle, CEO of UP THERE, EVERYWHERE and Chairperson of the Branding & Marketing Committee, discusses how a well-defined brand strategy helps companies build lasting connections and drive long-term success.
Explore the power of branding and learn from one of the industry’s top leaders.
Read the full article in Swedish Chamber Insights — !
From Passion to Service
Looking back, Ben shares that his appointment as Honorary Consul General was the result of his business involvement globally and his expansive network within the maritime sector. Yet, for him, the role was never just about prestige or logistical responsibility—it was about creating meaningful connections and building bridges between nations.
Ben’s approach to the role was fueled by a genuine passion. “I never considered working as being work. For me, it was always a hobby,” he says, balancing the demands of his role with his position as CEO of Smit International. This enthusiasm and seamless integration of his business and consular duties allowed him to build a deep and lasting relationship with Sweden. Representing a country known for its openness and progressive mindset made diplomatic engagements all the more rewarding. “Sweden was for me an easy country to represent because of the culture, the nature of the people, the democracy, and the open mindset of people living there.” he explains, underscoring how Sweden’s values facilitated his work and made it both enjoyable and impactful.
Defining Moments and Lasting Impressions
Over the years, Ben encountered numerous defining moments that significantly impacted his tenure. Among the most memorable was the honor of welcoming the Swedish Royal Family to the Port of Rotterdam on several occasions. During one of these visits, Ben was awarded the Order of the Polar Star, for his outstanding service of Sweden. He recalls “I got my Royal Order handed out by your King in the presence of our King. So we were standing in a row, the three of us together. And you know, normally you celebrate King's Day only once a year. But from that time, I celebrate two times a year because at one of them I received my Order in the presence of two Kings”.
Ben also fondly remembered the smaller, yet equally significant, occasions—such as the business trips and regular visits with the Swedish Chamber of Commerce. For him, these moments were a perfect blend of business, leisure, and relationship-building. “It was something I always enjoyed very much” he says. “I would be very much in favour of organising such a visit again, because I think it helps both countries to understand each other better.” These shared experiences, he believes, are the foundation for successful, long-term partnerships.
A Vision of Collaboration
Ben’s work as Honorary Consul General has given him a unique perspective on the mutual respect that underpins the relationship between Sweden and the Netherlands. “If you look at the business culture, then we are very similar. We are very straightforward, I believe that we have the same view on the long term matters” he observes. Both nations share common values on important global issues like environmental sustainability and equality, creating a natural synergy for collaboration.
Giving Back: Mentoring the Next Generation
A hallmark of Ben’s career is his commitment to mentoring young professionals, including those at the Swedish Chamber of Commerce, shaped by the strong mentors he had himself in the beginning on his career. “I had the benefit of working with a number of very good bosses. I believe it’s more important to have a good boss than to work for a good company,” Ben remarks. This belief continues to guide his mentoring approach. “We are now building a new experience centre in the Port of Rotterdam, where I'm responsible for the education board of young people. I think that's extremely important because you have to make people enthusiastic for a job in the future.” His focus is on helping young professionals think critically about their futures, not just providing answers. “I encourage young professionals to reflect not only on what they want to do but also on what they would never want to do,” he advises.
Networking, too, is a key focus for Ben. He firmly believes that success in today’s global business environment is driven not just by what you know, but by who you know. For young professionals, Ben’s advice is clear and simple: “Be open for networking. Don't concentrate only on the theory and what you learn from the screen or from the books.”
Looking Ahead: The Future for Swedish-Dutch Collaboration
Looking to the future, Ben remarks "I'm a little bit negative about the geopolitical situation at the moment and I therefore believe that we need each other much more than in the past." With that being said, he sees a great potential for continued collaboration between Sweden and the Netherlands, particularly in areas such as sustainability, innovation, and defence. Despite the challenges posed by the current geopolitical climate, he remains optimistic about the future. The way Sweden and the Netherlands share a similar mindset will keep the collaboration between the countries strong.
As an end note, Ben reflects on the importance of enjoying the journey. “If it’s not fun, you won’t want to put in the effort,” he says, drawing a parallel to his own professional experiences. For Ben, this approach has always led to the best outcomes—not just in business, but in all aspects of life.
A Lasting Impact
As we conclude this reflection on Ben Vree’s distinguished career, we express our heartfelt gratitude for sharing your insights, advice and reflections of your two decades as Honorary Consul General of Sweden in Rotterdam and your dedication to strengthening Swedish-Dutch relations, particularly in the maritime and business sector.
As you continue your work in the Port of Rotterdam and as a member of the Swedish Chamber of Commerce, your expertise and commitment to fostering international collaboration remain invaluable and your expertise and passion will undoubtedly continue to make a difference.
Photo credits Polar Star ceremony: Hans Ippel Fotografie
Honorary Luncheon Swedish Embassy: Swedish Embassy the Hague
This month, we explore the power of branding—how strategic positioning and Swedish heritage contribute to building strong global brands.
In an exclusive interview, Christian Biller, Brand Strategist at the Swedish Institute, discusses the evolution of Sweden’s nation branding and how it strengthens businesses on the global stage. He shares key insights into what makes Brand Sweden stand out in an increasingly competitive and dynamic marketplace.
Read the full interview here https://swedishchamber.nl/exclusive-interview-brand-sweden-by-christian-biller-swedish-institute/
I am currently developing the identity and positioning of the IKEA Brand worldwide, with a background in fashion design and retail and extensive experience in brand building, conceptualization, range building and communication. Before joining IKEA in the Netherlands, I worked in Stockholm for the Swedish brand Filippa K for many years and later at H&M. I have a passion for Scandinavian design and bringing value for money to consumers. I am excited to join the Branding & Marketing committee and hope to engage in many fruitful discussions on brand building in a world where brands have an increasingly important role in the business outcome.
Lawrence Masle,
CEO of UP THERE, EVERYWHERE & Chairperson of the Committee, welcomes Nina:
I would personally like to extend a very warm welcome to Nina Bogstedt from IKEA as our most recent addition to the Branding and Marketing Committee at the Swedish Chamber of Commerce. IKEA is an iconic Swedish brand, and greatly contributes to the positive associations of Brand Sweden both here in the Netherlands as well as around the globe. Together with Herrik van der Gaag at Volvo, we look forward to further supporting the Swedish Chamber of Commerce with future branding and marketing initiatives.
March 26, 2025, was a morning filled with thought-provoking conversations on neuro-inclusion in the workplace. A special thanks to Yves for moderating with such expertise, to Ellis-Jan van den Hout for hosting, and to Liesbeth van Overhagen for flawless organisation.
A heartfelt thank you to Tristan Lavender for providing invaluable insights that empowered the audience with tools to unlock individual potential and inspired us all to lead with vulnerability. Finally, we appreciate everyone who attended, shared their stories, and contributed to the warm, open atmosphere that defines our network.
Key takeaways on neuro-inclusive leadership from our keynote speaker:
1. Look beyond the label
Neurodivergence, like autism and ADHD, is diverse. Instead of adopting a one-size-fits-all approach, it’s about understanding each individual’s unique needs, strengths, and challenges.
2. Ask, don’t assume
Understanding starts with asking questions, not making assumptions. No two brains are the same, so we must listen and adapt to individual preferences and needs.
3. Offer options
Not everyone is comfortable speaking up during meetings. Consider offering options to contribute in writing before or after discussions, rather than expecting everyone to speak on the spot.
4. Lead with vulnerability
When leaders show vulnerability, it creates space for others to do the same. Vulnerability doesn’t require a formal role; it’s about taking that first step to encourage openness.
Photo credits: Aline Bergmans, SKF
