A decade. Three brands. 800M SEK.

I studied computer science at Lund and started my career at IBM. I lasted eighteen months. The work was fine. The pace wasn’t mine. I wanted to build, not join.

My parents are immigrants. In our house, the plan was the safe one - study hard, get the job, stay there. I did the first two. The third I couldn’t.

In 2015 I started my first company out of my parents’ garage. No prior experience, no industry network, no one in my circle who’d done it. Just a market that was wide open and a store to build. We were part of one of Sweden’s first Black Friday campaigns - before most people here knew what Black Friday was.

That company became JTI Ventures AB. We grew fast. Then we hit hard. The market shifted, margins tightened, and I had to learn a different job: keeping alive what I’d built. Growing a company and surviving one are two different skills. Most founders only live through one. I lived through both.

I’m an introvert who’s learned to operate like an extrovert. Not by pretending. By repetition.

I run the business the way I play games: find the system, find the edge, optimize the loop. Today that looks like three brands under JTI Ventures: eStore, the high-volume online store; Northio on the consumer side; and eNerds, our agency arm.

Still building. Still optimizing.