Chamber News

Every business leader has heard the pitch by now. Generative AI will save time, cut costs, and transform workflows. And it probably will. But behind the promise of efficiency lies a great set of legal questions that many companies are not yet equipped to answer – and the consequences of getting them wrong are real. Regulation is tightening across Europe, creative and commercial production increasingly relies on AI-generated content, and intellectual property now sits at the heart of how organisations manage risks and sustain trust.

Some companies arrive in the UK; others put down roots. In this Q&A series, we sit down with the people building the Swedish–British business community to hear how they show up today – who they serve, what sets them apart – and where they see themselves five years from now. Each conversation is a close-up on how Swedish businesses are growing here, and who they're growing with. First up, Scandinavian Design Co. and Louice Jonsson.

In defence, purpose cannot be abstract. It has to translate into technology that works, partnerships that deliver, and decisions that help keep people safer in uncertain times. For Saab UK, that purpose is driving a period of accelerating growth, as the company expands its footprint, strengthens its role as a strategic partner to the UK, and brings together the best of Swedish innovation and British engineering.

Today’s consumer landscape is being reshaped by a new generation – and by brands willing to rethink the rules in otherwise established markets. In this Q&A, Houman Ashrafzadehlinkedin, Founder at Padium, share who their customers are today and how Gen Z – alongside a distinct Swedish identity or brand heritage – fits into that picture.

Motorsport isn’t just about speed anymore. Around the world, racing has become a live laboratory for sustainable technologies, smart manufacturing, and high performance people. For Swedish and UK businesses, it’s also a powerful storytelling platform: a place where engineering excellence, brand ambition, and talent development play out in real-time, under a global spotlight.

LINK 378 is here – our autumn issue, celebrating the people, ideas, and industries connecting Sweden and the UK. From defence and dealmaking to autonomous systems, intellectual property, and the future of expert work, this edition looks at how Swedish-British businesses are building what's next in an age defined by AI and trust – and the leaders making it happen.

Today’s consumer landscape is being reshaped by a new generation – and by brands willing to rethink the rules in otherwise established markets. In this Q&A, Moa Gürbüzer, Founder at Oddbird, share who their customers are today and how Gen Z – alongside a distinct Swedish brand heritage – fits into that picture.

As we've reached the halfway point of 2026, we invited Erik Fjellborg, CEO & Founder at Quinyx, to pause and take stock. In this Q&A, he share the one shift in tech and AI he believe companies can’t afford to ignore – and the single practical step he recommend taking before the end of the year. It’s a quick, candid pulse–check on what’s changing now, and how to get ready for what’s coming next.

Today’s consumer landscape is being reshaped by a new generation – and by brands willing to rethink the rules in otherwise established markets. In this Q&A, we speak to businesses that operate in traditional sectors but with a clear innovative edge, exploring who their customers are today and how Gen Z – alongside a distinct Swedish identity or brand heritage – fits into that picture.

When people talk about Sweden's global reach, they tend to reach for the obvious cultural touchstones. But there is another faster-moving story that has been unfolding for three decades – one that has less to do with the brands of the past and more to do with the digital worlds we now spend hours inside every day. Sweden has become one of the most formidable forces in the global games industry, and the implications stretch well beyond entertainment.

For more than a century, The Swedish School in London has equipped pupils with the confidence and cultural knowledge to navigate two worlds fluently – combining the Swedish curriculum with being based in one of the greatest cities on Earth. Its academic track record opens doors to top universities in the UK, Sweden, and beyond. We sat down with new Head Anette Elving Ferm to discuss what makes the school so special, and the exciting future ahead.

Leaders are surrounded by information. News sites, local media, LinkedIn posts, corporate announcements – it is all out there. Yet when boards ask straightforward questions – who is entering our market, where is the next growth opportunity – the answers are often stitched together from guesswork and partial views. This is the gap Gustav Fridell, Founder and CEO of Distill, wants to close. Built from his experience as a management consultant and venture capital investor, Distill is designed to turn external signals into real decisions.

As we’ve reached the halfway point of 2026, we invited David Samuelson, Partner at Nordic Capital, to pause and take stock. In this Q&A, he shares the one shift in tech, AI, or customer behaviour they believe companies can’t afford to ignore – and the single practical step they recommend taking before the end of the year. It’s a quick, candid pulse–check on what’s changing now, and how to get ready for what’s coming next.

King is one of Sweden's great digital success stories – a place where creativity and technical skill come together. As the company behind Candy Crush Saga, it has turned that combination into a global business, building games that are as much technology as entertainment, and as carefully engineered as they are playful. When most people hear the word 'gamer', a particular image still tends to come to mind; teenagers, darkened rooms, headsets. It is an image that has proved stubbornly persistent – and, according to Todd Green, President of King, almost entirely wrong.

As we’ve reached the halfway point of 2026, we invited Mitesh Chotai, Head of West Europe Region at Nefab, to pause and take stock. In this Q&A, he shares the one shift in tech, AI, or customer behaviour they believe companies can’t afford to ignore – and the single practical step they recommend taking before the end of the year. It’s a quick, candid pulse–check on what’s changing now, and how to get ready for what’s coming next.