Homewares that last forever? How is that good business?

The CEO of one of Europe’s oldest companies says sustainability and recycling are the key to its vintage brands’ survival.

Nathalie Ahlström is CEO of Fiskars, the Finnish company which owns a number of global homewares and design brands, including Georg Jensen in Sydney. Dominic Lorrimer

Glynis Traill-Nash

Nov 1, 2024 – 5.00am

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When we think of heritage brands we often just think of the past. But when you’re the chief executive of one – especially if it’s 375 years old – you do the opposite. Survival is about looking forward.

“If you don’t renew yourself quite fast, you are a dead brand,” Fiskars president and CEO Nathalie Ahlström tells Life & Leisure on a visit to Sydney. “The unique, really good brands push the boundaries constantly. And they’ve done so throughout their history.”