Meet Jonathan – The Furniture Salesman with Drive and Vision

Jonathan Cederholm is a passionate sales manager who has found his niche in the furniture industry. His journey began at the tech company Expert. At 25, he joined Bafab, now Rekomo, and started his career in furniture sales. After two years in Gothenburg and four years in Stockholm, where he helped establish the company, he returned in 2019 as the sales manager for Western Sweden. His career is a constant forward movement, driven by a love for furniture and sales.

Why Horreds Möbel?

“Horreds is an iconic brand with a solid foundation of quality and sustainability. Their furniture has a long lifespan and is manufactured in Sweden, which I truly appreciate. When the opportunity to become the sales manager arose, I didn’t hesitate. It felt like a natural step in my career to continue in the furniture industry with a brand that has always been close to my heart.”

What challenges do you see in your new role as sales manager?

“The furniture industry involves fierce competition, and companies have high demands for sustainability and design. Products must not only fit the company’s environmental profile but also be durable enough to be refreshed after ten years and still last another ten years. Horreds excels in this with its quality and design. We also need to meet high demands for both functionality and aesthetics.”

What do you wish to achieve?

“Horreds is already a premium company with furniture that customers know they can rely on. My goal is to strengthen this position and make Horreds the obvious choice for offices and public spaces. There is great potential in larger companies as well as governmental and municipal workplaces. I want Horreds to be the first choice when it comes to workspaces, meeting areas, seating, and storage solutions.”

Who are you outside of work?

“Privately, I am a social person who values time with family and friends. Sports have always been a big part of my life – golf, padel, and handball keep me active. I love competitions and challenges. I live in Kungälv with my French Bulldog, Boston. I am a positive and engaged person who enjoys social settings and is always ready for new adventures.”

What trends do you see in office interiors?

“The homey feeling is today more important in offices. Many types of wood are making a comeback, creating a more inviting work environment. Regarding work behaviors, we see an increased demand for flexibility – employers must offer the possibility to work remotely to be attractive. Human interactions and new knowledge remain central, but flexibility allows reaching a broader geographic workforce.”

What are you especially passionate about?

“Sales is my great passion. I see enormous value in the team combined with my network among architects, companies, and interior designers. It is invaluable, and I see great potential in the Horreds brand. It’s about increasing sales and making Horreds even stronger. I look forward to taking the next step and contributing to the company’s success. It will be an exciting journey!”

We at Horreds warmly welcome Jonathan in August!

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With an inspiring look at some sensory-triggering oases in Europe, we wish you a wonderful summer. Our office and production will be closed from week


Meet Jonathan – The Furniture Salesman with Drive and Vision Jonathan Cederholm is a passionate sales manager who has found his niche in the furniture

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