To get some insights, we have talked to Anna Gissler, previous CEO of Invest Stockholm, a subsidiary of Stockholm Business Region. Today, she is the Head of Market & Communication at AMF Fastigheter (real estate).
Invest Stockholm is the authorized investment promotion agency for Stockholm, offering a gateway to one of the most innovative regions globally. Connecting companies with the right business ecosystem in and around Stockholm, and matching investors with suitable opportunities, is a widely appreciated and free-of-charge service.
Anna, can you tell us about your background and experience?
“I have spent almost my entire career within the City of Stockholm (the municipality), first at the City Hall in the department of Stockholm City and the Moderate Party (a political party). This role involved both political and administrative work for the city. Afterwards, I joined SBR (Stockholm Business Region) in 2008 and joined Invest Stockholm in 2016. It has been the most enjoyable job in the city for me. Now I have just joined AMF Fastigheter as the Head of Marketing & Communications. My expertise lies in management, business development, marketing strategy, change management, and strategic communications.”
Why should companies consider investing in Stockholm – what makes it an attractive destination?
“Stockholm offers numerous advantages for investment. We have seen 30 crucial investments, ranging from billion-dollar investments to start-ups, which have played a significant role in establishing successful companies here. Stockholm is known for its excellence in sustainability, attracting interest from various parts of Sweden and from abroad. Sustainability is a top priority for companies choosing Stockholm. For instance, Microsoft has set up three data centres, two of which are in Gävle/Sandviken. They are utilizing green energy and even leveraging surplus energy, which is a first for Microsoft worldwide. Additionally, Stockholm has highly advanced production facilities, making sustainability and innovation key aspects of our business environment.
Stockholm has emerged as a thriving global hub for technology and startups, thanks to the success of notable companies such as Spotify, Skype, King, iZettle, Mojang, and Klarna. In fact, Stockholm has the highest number of unicorns per capita in the world, second only to Silicon Valley. The entrepreneurial spirit here provides the perfect breeding ground for numerous new companies to flourish and make their mark on the global stage.”
What challenges or concerns may entrepreneurs face when establishing themselves in Stockholm?
“While Stockholm offers numerous advantages, there are also challenges. Finding the right competence in Sweden, particularly in the technology sector, can be difficult due to a significant skills shortage. However, we have seen many Indian tech programmers moving here for a few years, and English is increasingly becoming a common working language. To support companies, both KTH (the Royal Institute of Technology) and other organizations have assisted by purchasing properties and providing rental housing until they are settled. Despite these efforts, the skill shortage remains a concern.”
What role did you play in assisting companies with these challenges as you were the CEO of Invest Stockholm?
“My role was to inform and advise companies on competence-related matters. I believe in improving competence through relatively simple means, such as facilitating discussions between municipalities and companies and focusing on education and training. We need to be open to bringing in talent from outside and exploring more flexible solutions, such as fast-track programs, to bridge the skill gap.”
Could you give us some insights into the industries that thrive in Stockholm?
“Certainly. The majority of establishments in Stockholm are in tech and data centres, advanced manufacturing, security technology, and defence technology. These industries bring their entire production here, making Stockholm a hub for innovation and cutting-edge solutions. We also see a strong presence of life science, particularly in Uppsala and Södertälje, where advanced manufacturing plays a significant role. Additionally, there is a growing focus on cleantech, or what we now call ‘impact companies’, which is a term used to describe sustainable businesses.
The investment company Norrsken has played a pivotal role in driving these developments. With the support of around 300 entrepreneurs, all companies connected to the sustainability goal, and their function as an accelerator, they have made a significant impact.
Invest Stockholm’s partnership with Norrsken and participation in ‘Impact Week’ contribute to raising awareness of Stockholm’s potential. The growth of impact and sustainability in the tech sector shows promising signs. The effective combination of values-based communication and diversity has proven successful. Particularly, individuals who were not born in Sweden show a strong desire to establish their own businesses, fostering sustainable local growth. The continuous influx of investments indicates the region’s growth and progress. Sweden’s position as a global leader in green energy innovation further enhances its appeal. Democracy holds immense significance, and a focus on work-life balance is crucial in attracting and retaining talented individuals. The principle of allocating 8 hours for work, 8 hours for sleep, and 8 hours for personal time resonates strongly.”
About Invest Stockholm
Invest Stockholm, responsible for promoting and developing Stockholm as a business and tourist destination under the brand Stockholm – The Capital of Scandinavia is a wholly owned subsidiary of Stockholm Business Region.
Invest Stockholm is the official investment promotion agency of Stockholm. Stockholm is widely recognized as one of the most innovative regions in the world.
Read more about Invest Stockholm here