Hi, I’m PerOla. In Shanghai they know me as 陈家悦.
I AM AN ENTREPRENEUR,CEO OF SA MÖBLER,A CHINA OPERATOR,AND I BUILD DISTRIBUTIONFOR BUSINESSES THAT ACTUALLY MAKE THINGS.
Three things take up most of my time. Running SA Möbler in Tibro, a factory that has been making furniture in Sweden since 1896. Buying and building in China and Vietnam, which I did from Shanghai for 13 years. And the websites, content and channels that put what we make in front of people who buy it.
Everything on this site comes out of that work rather than out of a brochure. If you are dealing with manufacturing, sourcing, a company that needs to modernise, or a digital project that has to earn money, I have probably stood in that problem already.
China is not a vendor list. It is a language.
PEROLA HAMMAR
WHAT I ACTUALLY DO
I make things, buy things, sell things and build the channels that move them. That sounds broad, and it is, but there is a thread through it: running businesses that have to pay for themselves.
RUN AND MODERNISE A MANUFACTURER
SA Möbler makes desks, storage, meeting tables and interiors for public spaces, in its own factory in Tibro. My job as CEO is direction and decisions: sales, international business development, ways of working, digital tools, e-commerce, reporting, and how we present what we make.
Read about SA Möbler02SOURCE FROM CHINA AND VIETNAM
Supplier shortlists, samples, quality control before shipment, freight, customs and the CE, REACH and RoHS documentation. I bought for SA Möbler from 2004 to 2018 and ran sourcing and import from Shanghai for Nordic companies. I still fly over and stand in the factory.
See how I work China03BUILD THE DIGITAL SIDE
Websites, e-commerce, SEO and content that bring orders instead of compliments. I have been building them since 1998, which means I have watched what survives ten years of search and what quietly stops working.
See how I work04SELL IT AND GET IT SEEN
A product nobody sees is a secret. I work on positioning, offer, content and social, and on the follow-up that turns attention into an order. Attention is part of the supply chain, not a decoration on top of it.
See the channels05ADVISE, SPEAK AND SIT ON BOARDS
I am open to advisory roles, board assignments, speaking and project work, especially where manufacturing, China or digital distribution is the subject. Second opinions are welcome too, including the uncomfortable ones.
Start a conversationIf you want to know how I think before you contact me, the blog is the honest answer. It is where I write down what the day job teaches me. Read the notes
WHAT’S NEW
CEO of SA Möbler since June 2026
On 1 June 2026 I became CEO of SA Möbler, the furniture manufacturer in Tibro that has been making furniture in Sweden since 1896. My father bought the company in 1982 and spent the following decades developing it together with my mother. I did not found it and I am not here to replace what they built. My job is to keep developing it for the market we are in now, with the people who work here.
CHINA13 years in Shanghai
I did not read about Chinese supply chains, I lived inside one. Supplier lists look tidy from a desk in Europe and completely different from a factory floor in Guangdong. I still work the same way: fly there, stand in the room, ask with my hands.
SOCIALWhy I publish while I work
Attention is distribution. If nobody sees what you make, it does not travel, however good it is. I publish the factory, the sourcing trips and the boring middle parts, because that is what people actually ask me about.
FROM THE DESKWhy sourcing between Europe and China dies at the first sample
Almost every failed import project I have seen was already dead before the first container left the port. The sample was approved without a written standard, the tooling was paid for before the drawing was agreed, and nobody had visited the line that would run the order.
DIGITALWebsites that have to pay for themselves
I have been building sites and shops since 1998, for myself and for clients. Most of them had to produce work or orders within a year. That changes what you put on a page, and it is why I still care more about response rates than about design awards.
THE SHORT VERSION
I grew up around a furniture factory in Tibro. Small town, sawdust, real orders. I started buying for SA Möbler in 2004 and stayed on that desk for years, while also building things of my own: agencies, websites, an import business. Then Shanghai, and I stayed 13 years. I learned the language badly and the business properly: factories, samples, containers, customs, and the thousand small decisions that decide whether an order lands or dies. In February 2026 I came back into SA Möbler as leadership assistant, and on 1 June 2026 I took over as CEO from my father, Kjell. He acquired this company in 1982, and together with my mother he spent decades developing it into what it is today. I did not found SA Möbler, and I am not here to replace what they built. My job is to keep developing it.
IF YOU ARE BUILDING SOMETHING AND MY EXPERIENCE FITS, TALK.
Tell me what you are working on. If I can help, I will say so. If I cannot, I will say that too.
Tibro, Sweden · +46 70 557 17 69 · perola.hammar@outlook.com