Swedish Wood, part of the Swedish Forest Industries Federation, appoints Mathias Fridholm as new Director. 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.

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.

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.