Photo: TT and press photo
business concept behind 24Storage based on a higher degree of automation and to move large parts of the sales process to the network. It makes it possible to get closer to the customer’s home and establish themselves in more places.
– We are trying to build our thinking about the technology available today. Renting such storage via a video link, and can check-in by mobile. Her interest in technology has probably always been there as a kid I used to disassemble and together all kinds of things. So to have the opportunity to combine both technology and storage activities are great fun, says Michael Fogelberg, co-founder and CEO of 24Storage.
He has been active in the industry for over 20 years and has been called Sweden’s uncrowned king storeroom. An epithet that may not be entirely unwarranted. Interest in the storage industry began when Michael Fogelberg moved to Seattle in Washington and started studying at the university, 1988.
– in 1992 thought the family that I would come back to Europe so I rented out my house, needed to store my things and found Shurgard. I thought it was a great business idea, says Michael Fogelberg.
He persuaded his father, owner Åke Fogelberg, starting Shurgard Europe with him. Said and done. In January 1994, launched the company as a joint venture with the US storage giant.
Ten years later they chose to sell Shurgard Europe to the parent company. But neither father nor son was tired of the storage industry, so in 2006 they started SelStor together with others including Patrick Metdepenninghen. The company was later sold to Pelican Self Storage.
This will thus be third time lucky for Michael Fogelberg.
– I have worked on this about a year, I started in the late autumn last year and we launched last summer. Right now we have more than 2,000 customers and the goal is to build the business in Sweden. We are searching high and low for real estate in the Stockholm area and expects to build 3-4 facilities annually.
24Storage also bought up four different storage companies in Tyreso, Sundbyberg, Boras and Gothenburg.
Michael Fogelberg and his co-founder Stefan Nilsson, Mats Steijner and Patric Metdepenninghen have external capital in two rounds. In May bet they themselves SEK 12 million and brought in SEK 20 million from the financier Staffan Persson and families Wattin and Tilander.
In September, shareholders in with another 25 million in the company. The largest investor is the father and son Jorgen and Fredrik Tilander through venture capital company Realm AB. They are owners of liquor brand Xanté.
In addition to these 57 million , the company has also brought in SEK 50 million in loans.
– We take in money to grow the company and expand during the year. We expect annual revenue of SEK 30 million, says Michael Fogelberg.
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