Stories 2025.06.02

The Red Thread: What Great Founders Have in Common

At the heart of every great brand is a founder who cares deeply. In our work, we meet many extraordinary entrepreneurs who are all creative, driven, and unafraid to make bold choices. And while their businesses span different sectors and styles, there’s a red thread that connects them all. 

They build with heart.

They don’t follow trends. They craft stories.

They don’t settle. They curate with purpose.

And above all, they love what they do.

For the brands we work with, the founder’s vision isn’t something abstract, it us usually in every fiber of the company. It’s in the product, the team, the tone of voice. That spirit is what makes a brand compelling and what must be protected as the business grows. Because while brands must scale and evolve, they should never lose their soul.

The founders that continue to inspire (and challenge) 

Karl Lindqvist 

As the fourth-generation leader of Grythyttan Stålmöbler, Karl Lindqvist is stewarding a Swedish design legacy that began in 1895. Under his guidance, the brand continues to produce timeless outdoor furniture, as an extension of the the iconic A2 armchair. Everything is crafted with the same precision, care, and commitment to local production that made it famous.

Karl isn’t just preserving history, he’s shaping the future of Scandinavian craftsmanship through sustainable decisions and a relentless focus on quality. His approach reflects a belief that purpose and longevity go hand in hand.

Peter Erlandsson & Pär Josefsson 

In 2004, Peter and Pär acquired the rights to the String shelf (originally designed in 1949) and brought it back to life. What started as a passion project has grown into a global design brand now sold in over 40 countries.They’ve done it not by reinventing the brand entirely, but by honoring its legacy while adapting it to contemporary needs. Their journey is a reminder that when you stay close to the original vision, it becomes the strongest foundation for international growth.

Anna Boustedt 

Astrid, founded by Anna Boustedt, is a textile studio defined by emotional resonance and material honesty. Anna’s uncompromising eye for texture, quality, and mood has made Astrid a go-to partner for architects and designers seeking subtlety and depth. Her belief in quiet design, where fabric speaks through feeling, not flash, is a powerful statement in today’s fast-moving landscape. It’s a brand built slowly, with intent, and it shows.

What do these brands have in common and what makes them truly enduring?

From what we’ve seen, the most impactful brands share these key ingredients:

A clear and confident point of view

Consistency in every detail, always from materials to messaging

Authenticity (always)

A deep respect for quality and craftsmanship

The courage to say no to shortcuts

Building with integrity

We see these values in action every day, in the quiet precision of a well-made product, in the restraint behind a clear design system, in the long-term thinking that shapes brand decisions.

It’s a certain kind of founder who builds that way. And when those values guide growth, a brand doesn’t just scale, it deepens in meaning, relevance, and strength.