Exploring Scandinavia

Celine Sandberg was studying business development when she had the idea to replace petroleum-based cushioning foam, which fills our furniture, with a new variant made from Norwegian kelp. This is a Norwegian green alternative to cushioning foam sofas and more.

Celine Sandberg’s start-up company Agoprene is introducing sustainable seaweed foam that sets a new standard in planet-friendly materials. Developed and crafted to make choosing planetary health a no-brainer.

“For us, sustainability isn’t a trend or a selling point; it’s the benchmark. It’s about embedding eco-consciousness into every choice, ensuring that what’s ‘green’ today is ‘normal’ tomorrow,” states the company’s website.

Today, her company, Agropene, is doing well, as its flexible foam provides a green alternative for sofas and more. The primary component of Agoprene biofoam is Norwegian kelp, but minerals from crab shells and waste from the Norwegian paper industry are also used. The material is 100% biodegradable and contains no harmful or petroleum-based chemicals.

Born out of a vision to harness science for a meaningful impact, Agoprene stands at the intersection of innovation and responsibility. The starting point for Celine Sandberg’s journey was a challenge: how to reduce the carbon footprint of the furniture industry without compromising on quality.

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By trading petrochemicals for biomass, she and her team embarked on a mission to create foam that was not only eco-friendly but an upgrade in every sense. Today, as they expand their vision, they are driven by the same commitment to innovation, quality, and the planet.

Agoprene’s ambition is to enhance sustainability in everyday products, beginning with the furniture industry. Its solutions not only reduce environmental impact but also provide cost-effective alternatives for businesses across various sectors.

By sourcing natural materials from local waters, the company is crafting a foam that’s not just kinder to the planet but also a practical choice for various applications.

“Flexible foam made from seaweed hadn’t been produced before, so I went knocking on professors’ doors to pitch my idea, but they didn’t think it was doable,” says Sandberg. “I created the prototypes in my student kitchen with a lot of seaweed, some pots, and an oven. The first thing we made was bioplastic, which was quite easy, and then a rigid foam. After two years, we managed to make it flexible.”

“With rubber consumption increasing and set to continue to grow in the future, it goes without saying that we need more sources of rubber than we already have. Otherwise, we will have to burn down more hectares of rainforest and drill for even more oil”, says Celine.

She recently submitted her master’s thesis at NTNU’s School of Entrepreneurship and is now working full-time as the general manager of Agoprene. The goal is to develop an entirely new type of foam rubber that is biodegradable and more environmentally friendly than existing alternatives.

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Initially, the plan was to use natural rubber to make a new type of wetsuit for extreme sports athletes. However, when she discovered that rubber production was environmentally unfriendly, she began searching for alternative materials. And with a pandemic that shut down the country, Celine was forced to look in her backyard.

Celine’s surprise stems from companies’ willingness to test out a new material. She was speaking to some of the most prominent players in the world who have been reaching out to her company.

Agoprene is leading the way in sustainable innovation. Its seaweed foam is not just an alternative – it’s a revolution. Altogether avoiding petrochemicals, it’s pushing boundaries to offer a product that’s pure, eco-friendly, and in harmony with nature.

The company’s first automated line in Norway is slated to open later this year. According to Celine, it doesn’t make sense to build a few large production lines. “We want 100 smaller ones all around the world that are closer to customers and use local seaweed. Next, we want to target the transport and footwear industries.”

Norwegian Green Alternative to Cushioning Foam for Sofas and More, reported by Tor Kjolberg

Textile expert, former model, and reality TV contestant Ørnulf Høyer is often referred to in the media as the Norwegian king of clothing. He started his fashion stores in 2004 and has had an adventurous growth, but now he is planning to slow down.

Last year was 20 years since the Norwegian clothing king’s adventure began. A textile cowboy who decided to focus on retail after many years as an agent for brands such as Marlboro Classic and Sand. Most people thought it was total madness to focus on high-end fashion in Norway, but then there is also some madness in the man who dared to embark on this journey – namely, Ørnulf Høyer.

At the age of 21, he was discovered on the dance floor of a local restaurant in Oslo and was recruited by the Elite modeling agency. There, he got jobs that showcased his masculinity and charm, and was later sent to Florida with fellow model Claudia Scott to model in a photo novel.

Until Høyer was 27 years old and had completed his degree in economics from BI in Oslo, he lived in a dormitory in an adapted house on the west side of Oslo to be present for his mother, who was severely injured after a fall on her bicycle as a youngster.

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As a salesman, he gained extensive knowledge of the Norwegian fashion industry, lessons he later applied when building the Høyer empire. In 1991, he was appointed to manage the agency for the Danish clothing brand Sand in Norway. During the financial crisis in 2008, he opened a large high-end store in the middle of Oslo’s main street Karl Johan. Despite gloomy predictions, the store proved to be a huge success.

Ørnulf Høyer established five Sand stores in Norway, but terminated the agreement with Sand in 2003. It was with the final settlement from Sand that he took the opportunity to realize his dream of starting a chain of his stores with several well-known brands. The first Høyer store opened in 2004, and with the help of his ability to become a media presence, the Høyer name became a household name. By now, he had bought a 750 square meter villa with a swimming pool on the best western side of Oslo.

The prominent villa has been used as a filming location in a number of Norwegian films and TV productions, including the series “Hvite gutter” and “Mammon”, as well as the films “Tina & Bettina The Movie” and “Exit”.

What made him dare to take the plunge, and not least, what made him succeed? Why clothes – was it business or fascination that took him in that direction?

“Believe it or not, but it was emotions! I love electric emotions – and then the choice was between the clothing and entertainment industry. In my opinion, those are the industries that best promote those emotions. If it weren’t for the passion I have in my body, I would most likely have ended up in real estate. A little madness, a lot of passion, and fearlessness are probably the reasons for my success.”

In addition, he developed new sensible economic models, based on innovation and alliances with business partners, landlords, and suppliers. “But none of this would have been possible without all the talented people I’ve had the chance to work with who share the same passion as I – I’ve been lucky,” he adds.

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To succeed in business, how much does personality really depend on, and to what extent can one acquire the necessary qualities?

“60% personality and 40% acquired knowledge!” he answers immediately, and adds,  “You must have an inner flame, believe in yourself and in the opportunities that are given to you. If you manage to anchor this with knowledge, you are well on your way. You are never fully educated, and you must remain curious and seek new perspectives at every opportunity. There is a wealth of knowledge in everyday conversations. Let your brain play with your thoughts and don’t go straight for definitive answers”.

Building a business is a lifestyle, says Høyer. You must be prepared to make it your lifestyle and feel that you have the willpower to stick with it for the long haul. Think outside the box. You must have the ability to change course while looking ahead. Look for opportunities and ideas that may challenge or contradict your previous beliefs. It is also important to remember that you have two ears and one mouth. Listen to good advice and translate it into your “language”.

Stand up and sit on the “other side of the table”. Understanding the other party and putting yourself in the other’s perspective is extremely useful. This applies in many situations, whether you are selling something, finding solutions with your wife, or agreeing on a deal – dare to think again! Give yourself time when making important decisions. “Sleeping on it” is a perfect expression and excellent advice. Don’t let yourself be pressured into making hasty decisions. Sleeping on a decision for both one and two nights before forming an opinion is very wise. It’s better to have one night of little sleep and a spinning head than many sleepless nights because of one bad decision.

As a fashion king for over 30 years, you have had a significant influence on how Norwegian businessmen dress. What are your best tips for “power dressing” for guys?

“I swear by black myself – it can never go wrong, black shirt, blazer, trousers, shoes with a scarf around the neck that gives character to the outfit. Then you are dressed for most things and most people, classic and “sharp”. We guys don’t have as many accessories as girls, but we make the most of what we have! Wear glasses, a belt, a watch, scarves, and shoes – here you can play around. Let the boots do the talking – they can make the whole outfit! I have always liked using glasses as a styling element – they frame the face and add character. Use a few details from the outfit as a starting point. For example, the same leather in the shoes and belt, or a scarf around the neck, picks up the color in the blazer.

Good clothing costs a little more, but over the years, it isn’t that expensive – that’s what I like about Høyer and our products too. It costs a little extra when products aren’t mass-produced and the fabric quality is good, and when you pay a little more, you also take better care of it”.

The villa that Ørnulf Høyer bought unseen in the 1990s from one of Norway’s biggest money-making criminals is being sold as the clothing entrepreneur plans to downsize and hopes to reduce his workload from 150 to 75 percent.

The Norwegian King of Clothing, written by Tor Kjolberg, mainly based on information from the company’s website.
All images © Høyer except where otherwise marked.