The motivation from SvD Affärsbragds jury states:
With a strategy that has made sales skyrocket, they have not only challenged American giants – with innovative thinking and a deep understanding of modern needs, they have also gotten close to their customers. This is a true business feat.
Alexander Husebye, our CEO, has been part of SvD's Affärsbragd jury since the award was established in 2016. He has some personal reflections on the winning company:
– It is truly an innovation-poor market, and here comes a company focusing on quality… We all get annoyed with razors that break or go out after a few shaves. Estrids is something different. I got to try one of my daughter's in Berlin, actually, and was very satisfied with it.
