Gabriella Sahlman is the chairman of the board of Glasshouse Helsinki. Through her work as the investment director at Swedish investment company Proventus Capital Partners she has experience in both sustainable investing and Finnish design brands (Proventus previously owned Artek). In Glasshouse Helsinki’s Q&A she talks about her love of Nordic design.
“Nordic companies can lead the way in sustainability”
You are the chairman of the board at Glasshouse Helsinki. What attracted you in Glasshouse Helsinki and its mission?
GS: “I think Glasshouse Helsinki is at the crossroads of Nordic design and sustainable consumerism. Above all I think the concept has really captured a moment in time. I was also impressed by the entrepreneurial drive of the team. This is personified by the founder Mirkku Kullberg. I personally know Mirkku already from her time at Artek. She is an inspiring leader, a great communicator and a problemsolver. Working with her I have learned that she is always able to deliver and can make the impossible possible.”
What are the strengths of Glasshouse Helsinki as a store and a commercial platform?
GS: “The retail market is set for big changes. Glasshouse Helsinki has a modern approach to retail that can help build both global and local audiences and markets. As we all know the situation is not easy but the companies that are able to adapt can succeed. One of the keys is communication. We know that e-commerce keeps growing but I feel that the physical store is still important. Glasshouse Helsinki has the possibility to surround brands with other brands of similar DNA. When this is combined with great communication, I see a lot of possibilities.”
Sustainable investing is a global mega trend. How do you see this trend developing?
GS: “First of all, I would not just say that sustainable companies are interesting. The companies that are not sustainable are uninteresting. In that sense I would not talk about a trend. More likely it is the only way to think about investing in the future.
The Nordics can lead this development in sustainability. Some of the typical values of the Nordics design companies such as minimalism, simplicity and being close to nature can lead to success. For Nordic design companies this is inherent, they have sustainability in their DNA: a company like Artek creates products that in my view start to be at their best after 40 years (when the birch wood turns darker). Having said that, I think that more commercial and bigger Swedish companies like H&M or Ikea have an important role, too. They have set very challenging sustainability targets for the future. With H&M Group’s other brands like Arket, that are more advanced in sustainability, and communicate it well, we see greater growth.”
Let’s end with a personal note: what type of brands are you drawn to as consumer?
GS: “I must say that I do not always see myself as a role model. I mean, I try to consume as little as possible but I love beautiful things! I have a very hard time throwing away things and this affects the purchase decision, too. Style wise I prefer Nordic design in clothing and furniture. Secondhand shopping platforms are very popular in Sweden and nowadays I try to shop second hand.”
“Glasshouse Helsinki can create meaning through art and design. I firmly believe that design can help the change for better happen faster. These are the most important things to me.”
Interview: Gabriella Sahlman
Interview: Gabriella Sahlman
By Jani Niipola on March 30, 2021
Gabriella Sahlman is the chairman of the board of Glasshouse Helsinki. Through her work as the investment director at Swedish investment company Proventus Capital Partners she has experience in both sustainable investing and Finnish design brands (Proventus previously owned Artek). In Glasshouse Helsinki’s Q&A she talks about her love of Nordic design.
“Nordic companies can lead the way in sustainability”
You are the chairman of the board at Glasshouse Helsinki. What attracted you in Glasshouse Helsinki and its mission?
GS: “I think Glasshouse Helsinki is at the crossroads of Nordic design and sustainable consumerism. Above all I think the concept has really captured a moment in time. I was also impressed by the entrepreneurial drive of the team. This is personified by the founder Mirkku Kullberg. I personally know Mirkku already from her time at Artek. She is an inspiring leader, a great communicator and a problemsolver. Working with her I have learned that she is always able to deliver and can make the impossible possible.”
What are the strengths of Glasshouse Helsinki as a store and a commercial platform?
GS: “The retail market is set for big changes. Glasshouse Helsinki has a modern approach to retail that can help build both global and local audiences and markets. As we all know the situation is not easy but the companies that are able to adapt can succeed. One of the keys is communication. We know that e-commerce keeps growing but I feel that the physical store is still important. Glasshouse Helsinki has the possibility to surround brands with other brands of similar DNA. When this is combined with great communication, I see a lot of possibilities.”
Sustainable investing is a global mega trend. How do you see this trend developing?
GS: “First of all, I would not just say that sustainable companies are interesting. The companies that are not sustainable are uninteresting. In that sense I would not talk about a trend. More likely it is the only way to think about investing in the future.
The Nordics can lead this development in sustainability. Some of the typical values of the Nordics design companies such as minimalism, simplicity and being close to nature can lead to success. For Nordic design companies this is inherent, they have sustainability in their DNA: a company like Artek creates products that in my view start to be at their best after 40 years (when the birch wood turns darker). Having said that, I think that more commercial and bigger Swedish companies like H&M or Ikea have an important role, too. They have set very challenging sustainability targets for the future. With H&M Group’s other brands like Arket, that are more advanced in sustainability, and communicate it well, we see greater growth.”
Let’s end with a personal note: what type of brands are you drawn to as consumer?
GS: “I must say that I do not always see myself as a role model. I mean, I try to consume as little as possible but I love beautiful things! I have a very hard time throwing away things and this affects the purchase decision, too. Style wise I prefer Nordic design in clothing and furniture. Secondhand shopping platforms are very popular in Sweden and nowadays I try to shop second hand.”
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