Götessons - the company that sees the future

Götessons has been synonymous with hard-working entrepreneurs and innovators for over three generations. Today, Johan Götesson is CEO of Götessons. His father, Ola Götesson, started the company, and there is a long tradition of entrepreneurial spirit in the family. When Johan talks about the company, you quickly understand that they are not like other players in the market. For Götessons, it is about understanding customer needs before the customers does – then developing a solution, their own or together with designers. ‘When my father started in 1986 in a corner of a room in Dalstorp, he made wire products such as paper trays, hat racks, dish racks, etc., but with the computer boom we began developing products for a better working environment in the office,’ says Johan.

In 1993, Götessons created a new concept – the first-ever cable-holder on the market. Since then, many new products have been developed and marketed, often the first of their kind in terms of both form and function. Today, the product range has expanded into the conference and hotel industry. Götessons is about creating an ergonomic, comfortable and stylish environment, with the right products and preferably in collaboration with interior designers and architects. What distinguishes the company from others on the market? ‘Götessons is a bit of an innovator in the industry. Furthermore, we are good at seeing the big picture and communicating it,’ Johan explains.

Götessons has been operating since 1990 in the present sector and is now the market leader in its segment in Scandinavia. The company has a well-established sales network of over 2,000 dealers around the world. Götessons deliver products to market-leading companies like Kinnarps, EFG, Martela, Isku and many other major office-furniture producers. Götessons has seen a strong increase in export in recent years with many new customers. The acquisition of Acoustic Environment in September 2015 will mean that new markets will open up with new customers, which allows them to increase “after sales” for both companies. This can be achieved partly by post-assembly work at a customer a year after project-installation, making additional needs analysis and ultimately sales.

The company was started by Ola Götesson in 1984. A generation shift took place in 2007 when his son Johan Götesson acquired a majority share holding in the company. In 2013, Connecting Capital Sweden AB acquired 70% of the company and Götessons management 30%. Now the Gotesson group provides the market’s most functional and well-designed solutions for office workplaces, conference rooms, public spaces and hotels. Götessons combines the commitment and care of a small company with the efficiency and seriousness of a large company. Three important elements for the future within the areas the group focuses on are sound, light and air. Götessons expects continued growth in these three elements through continued expansion in the export market, and the acquisition and implementation of Akustikmiljö in Falkenberg AB.

Götessons sees a clear trend where, in combination with the increasing rental rates in the big cities & prime locations, the office space is getting smaller and more compact because companies see it as unnecessary to pay for more space than required. More staff in less space means open offices, smaller office desks and small storage facilities with poor acoustics, which increases the need for smart products and solutions for better storage and acoustics. In a study conducted by the office furniture company Steelcase in 2015, 85% of respondents said that they could not concentrate at work. The noise level in open offices is generally higher than in smaller offices. A higher noise level has a significantly negative impact at the work environment.

Overall, interior design has become increasingly important when it comes to attracting and retaining skilled staff within companies by utilising existing space optimally and creating a healthy work environment from an acoustic perspective. ‘It is very important for the group to continuously analyse current trends and ride the wave of current demand and to adapt to new and established customers,’ says Johan Götesson.

Trade shows are an important part of Götessons marketing, where the company has positioned itself as an innovative player that is always ahead in terms of design, new products and product development. The new HQ at Rönnåsen enables increased brand exposure, as well as entirely new opportunities to display Götessons products in real-world environments.

Products that contribute to sustainability and a fresh-air climate in the office make up a very interesting segment for Götessons. In many countries with serious air pollution, it is unhealthy to live outdoors. Driving a scooter in a big city in China is a health hazard. With the new global climate awareness, now efforts are being made to address the problems. Consumption must become more sustainable, everyone agrees on that, and this will also affect the market for office furnishings. Johan Götesson recently visited China where there is a great demand for Scandinavian design and healthy accessories for the office environment. Contributing to more sustainable solutions is not only ethical, it can also be a really good deal, he explains. ‘We believe that our screen with PAZ, Pure Air Zone, can become a real bestseller. There is a screen with a built-in particle filter that absorbs everything from pollen to diesel particles.’

Playfulness is also something that sells. Computer Monitor protection in different colours with a zip around became a real bestseller, for example. ‘It was a product that came right in time when more people are working in the so-called modern, open and flexible office. With a screen protector or a pouf with built-in storage, you can express your personality with the little details,’ says Johan, adding: ‘Imaginative products with function continue to be our hallmark.’

Last summer, Götessons moved in to their new premises in Ulricehamn. There is no need for extra imagination when you step into Götessons HQ. They have invested in an interior that both highlights the company’s products and innovations, and captures its identity and philosophy. The interior design firm Joy of Plenty was responsible for the new deco. The first thing that catches your eye in the three-storey high atrium is one of Götessons bestsellers – the sound absorber called Sound Off. A jungle theme runs throughout the building, with its lively colours and various materials, matching the company’s range of products perfectly. One of the meeting rooms has a safari feeling with different wild animals on the walls, symbolising the different personalities of Götessons employees. Each department has been decorated to showcase some of Götessons own designed products. The staff at Götessons are very happy with their new workplace which is both creative and very personal. ‘We have received a very positive response and a lot of spontaneous visits from our customers since we moved here. We really got a design that sticks out from the traditional. It is important to create a sense of pride among the crew. We have great fun at work and in this environment we will enjoy our job even more,’ says Johan.

The company has designed the building so that they can grow. For example, they have a third floor that initially will be used as a showroom. ‘Before we moved to the new building, we had two different properties in Dalstorp, about 25 kilometres south of Ulricehamn,’ Johan explains. ‘When we didn’t have any more room to grow, we took the decision to build something new with a better location for both customers and staff. And when the new highway opens between Stockholm and Gothenburg in October, we will be right there in the centre.’

But how does Johan Götesson see the company’s future development?

‘Identifying customer needs and solving problems has always been Götessons strength,’ he says. ‘Today, screens that create privacy between work spaces in open offices and sound absorbers are bestsellers. We know that building owners, landlords and businesses are demanding ergonomic, functional and well-designed environments. We bought the company Akustikmiljö in Falkenberg in September 2015. Acoustics is a segment that is growing and our solutions are for both business and public spaces. More and more companies realise that a good sound environment can be a means of competition in the market. Restaurant guests, for example, want to be able to talk to each other during their visit and pupils achieve better results and the teachers get better work if the sound environment in classrooms and corridors is good.’

It is the company’s vision to become Europe’s leading provider of accessories for the office workplace and one of the leading suppliers in the group’s niche for public environments, conference and hotel environment. While recounting how the company has grown, Götesson recalls how he was having lunch at restaurant Haga in the small village where Götessons and the story started; there are 900 inhabitants in Dalstorp and everybody knows each other, so when a girl came in who nobody knew, Johan and sales rep Patrik nearly fell off their chairs. Johan immediately concluded that she must be a model and called the other big company in the village, Svedbergs, which his grandfather started up once upon a time. He checked if there had been any photo shoots that day. And indeed, Konrad’s Tiles, who had worked together with Svedbergs, had indeed borrowed their premises for a photo session.

Johan contacted CEO Frederick Zimmerman and swiftly got the model’s name and number. It turned out she was a former Miss Sweden model and now a sports teacher. She soon became Götessons’ model and fronted their catalogues for the next eight years. Due to Johan’s fashion passion and an eye for detail, he has always been in charge of all photo shoots, so he got to know Annette well. When Johan mentioned his interest in kickstarting export and that Götessons needed an export manager, she immediately suggested a Dutch guy who was married to her best friend, living in Spain and planning to move up north…

John de Boer had a strong international hotel-management background and had been working in property development. A week later, at the job interview, 12 hours after moving to snowy Sweden on a cold December day, John arrived late trying to find this tiny village in a wintry landscape. After a doubtful interview, Johan went with his gut feeling and looks back with a smile remembering how John wanted to invest in Götessons shares from day one but he made him wait three years to become part owner. ‘John influenced Götessons development a lot over the years and has brought much success and joy to the company, and our relationship is as strong in business as in friendship,’ says Johan. ‘It’s funny how things work out and a good job there was only one restaurant in the village!’

Götessons will attend Orgatec in Cologne, 25 to 29 October, together with their affiliate company AM Acoustics, at a stand that reflects the head-office decor. Visit them in Hall 6.1, Stand A069.

Photographer: Anders Eskilsson.