Trendgruppen is a trend and PR agency specialized in design and lifestyle. Our vision is to work with design clients who understand and respect the power of design.
Trendgruppen is a trend and PR agency specialized in lifestyle and design. We work in close collaboration with our clients to help them build and strengthen their brands and boost sales through strategic PR, inspiring design and inventive communication strategies, using innovative ways to reach the target groups efficiently for each client. We believe that honest and innovative communication is a key success factor.
Trendgruppen is a full service PR agency that offers a variety of services within the area of public relations designed to maximize results. Trendgruppen has a unique competence in design. Our consultants have vast experience from retail and marketing in the design industry, and understand both the buyer and consultancy side. We combine strategic thinking with marketing skills.
Trendgruppen works with clear goals and is known for delivering broad media coverage. Trendgruppen’s PR consultants have extensive experience from the industry, including positions as marketing and PR directors for established, well-known Swedish design brands. Trendgruppen was founded in 2006 by Stefan Nilsson and Karin Sköldberg.
Today our clients include: Alessi, Royal Copenhagen, Orrefors Kosta Boda, Gense, Mema/Gab, NK Inredning, Abstracta, Dornbracht, Cervera and Savoir Beds etc.
Trendgruppen is also owner of Designgalleriet located in Vasastan, Stockholm has since the opening in 2008 has showcased exhibitions featuring young independent designers and established design companies. Visitors see and experience fashion, interior design, industrial design, graphic design and craftsmanship. During the years, Designgalleriet has shown exhibitions by Japanese designer Teruhiro Yanagihara, Italian designer Luca Nichetto with works for Venini and Swedish leading designers such as Claesson Koivisto Rune, Monica Förster, Bea Szenfeld, WIS Design etc.
Stefan Nilsson is Sweden’s most active Trend Expert and he regularly appears TV4 (television show), Allt om Mat, Plaza Interiör, Vårt Nya Hem, QX and B*Inspired. Constantly on foot he scouts phenomena and trends within interior design, product design, fashion, food and all the other things we dream of. During 2013, Stefan holds trend seminars on five main trends – Syndig och Salig, Formbart, Blue Lagoon, Kul i Kök and Urban Farming.
Karin Sköldberg, partner, CEO and Senior PR Consultant at Trendgruppen, with plenty of previous engagements in the design industry. Karin has for instance previously been the Marketing and PR Director at Orrefors Kosta Boda. She has a vast experience from international marketing, PR and design, both from a buyer’s perspective as well as being a consultant. Today Karin lives with her husband and three children in Stockholm where their suburban house from the 40s has become a necessary spare time activity.
Hans Hjelmqvist is a Senior PR Consultant at Trendgruppen with extensive experience in the design industry, specialized in global marketing & PR. Prior to joining Trendgruppen, Hans was Marketing & PR Director at Design House Stockholm for five years, significantly building up and expanding the company’s international markets and global reach. Hans is widely travelled and has lived in New York, Tokyo, Madrid etc. Today, he lives in Stockholm City and remains a big city aficionado – travelling all over the world to gather inspiration.
Tove Regnander is Trendgruppens Junior PR consultant. She has a Bachelor Degree in Media and Communication and is also a certified Makeup Artist. Before her education in media and communication she worked as a Store Manager for Make Up Store where she arranged numerous PR driven events and was responsible for the marketing in the area near the store. Tove is also a singer and loves everything that has to do with art, design and fashion.
Åsa Lagerwall has a degree in Music and Event Management where focus lies on project management, communications and practical experiences. She has also worked extensively within apparel and interior retail. At Trendgruppen Åsa started as an intern and is now project coordinator focusing daily on Designgalleriet. Her interests involve fashion, interior design and lots of music.
Jenny Farmare is a certified PR assistant through Medborgarskolan, Stockholm. She started at Trendgruppen as an intern and are now responsible for product loans and showroom at Trendgruppen. Besides work she is enjoying her time by playing sports, music and to develope her creativity within art.
Katriina Wilkki is the finance controller and administrator at Trendgruppen. She is responsible for planning and execution of all company’s accounting procedures as well as financial reporting, analysis and providing expert financial perspective and opinions to the board of directors. Katriina has a bachelor degree from Uppsala University and 15+ years of experience from senior financial and accounting positions in many different business sectors. Katriina enjoys her spare time together with her large family and her two entrancing grandchildren.