Swedish Wood appoints new Director

April 1 marked the start of Mathias Fridholm’s tenure as Director of Swedish Wood, part of the Swedish Forest Industries Federation. Having previously worked at SCA, Mathias is taking over the leadership of Swedish Wood with the ambition of achieving an even greater breakthrough for architecture and interior design in renewable materials.

“It will be very exciting to lead Swedish Wood at a time when more and more people are seeing wood as the answer to questions about the climate, housing and employment. I am in no doubt that wood from Sweden is the best material choice,” says Mathias Fridholm, newly-appointed Director of Swedish Wood.

“I’m extremely pleased to have recruited Mathias to head up a key part of our organisation. His experience, not least on the international stage, will be invaluable. Wood construction is the engine for growth in the global bio-economy. The greater the use of renewable raw materials in apartment blocks, bridges and furniture, the greater their use in packaging and clothing, too,” says Carina Håkansson, CEO of the Swedish Forest Industries Federation.

Mathias spent 19 years at SCA, 12 of them in Asia, where he developed sales of Swedish wood products in China and South-East Asia. His work in China focused on building up a brand around Swedish wood and explaining why it stands out from other materials, other timbers and other countries’ raw material.

“I look forward to supporting the member companies in their work, in Sweden and abroad. 70 per cent of Swedish sawn wood products are exported, and there are many interesting growth markets” says Mathias.

Over the coming years, Swedish Wood will continue to invest a lot of time on research, standardisation, digitalisation and sustainability issues, under the leadership of Mathias Fridholm.