The SmartRetur group, which is the market leader in Scandinavia in return logistics of pallets and reusable packaging, will have a new CEO from 1 August. Magnus Krook (54), CEO of SmartRetur Sweden, is tasked with leading the billion-krone group toward further growth. Founder Søren Eriksen wants to concentrate on new business areas in addition to the role of working chairman of the board for the three countries.
“Magnus is a superb culture builder and respected professional who knows the logistics industry down to his fingertips,” said Eriksen. “Under him, SmartRetur has become the market leader in Sweden and more than doubled its turnover, and he has masterfully maneuvered the company through both acquisitions and organic growth, such as last year’s major deal with ICA. The SmartRetur group has made enormous progress in recent years. Still, with new threats and opportunities in international logistics, it is smart to increase the industrial weight at the top. Magnus represents heavy expertise combined with a winning spirit,” he continued.
Magnus Krook: deep industry experience
Magnus Krook joined SmartRetur on 1 January 2022 after being area manager for Smurfit Kappa, one of the largest global players in the production of cardboard packaging. He also has many years of experience in food and telecoms. As such, he has a holistic perspective on logistics and reuse that many customers appreciate. He will continue to have primary responsibility for the Swedish market, which is also the company’s largest.
Magnus Krook himself says that the reuse sector has not only undergone a revolution in recent years but also become far more international.
“Where before we could hide behind our own standards and local traditions, transparency and sustainability have now forced their way,” Krook stated. “Combined with a troubled world market, it has never been more important to think about intelligent and circular value chains. I feel lucky to be able to help promote smart reuse for forward-looking customers at such a high level. There is still great potential in many industries.”
The future will require new solutions
Today’s CEO Søren Eriksen has no plans to step away, but has for some time wanted to point the compass in a slightly different direction. He still holds the largest personal shareholding in the company and is, together with majority owner Norvestor, keen to pursue market leadership. This means considering future scenarios and probing the terrain with possible new collaboration partners.
With the unique plastic pallet that SmartRetur has exclusive European rights to, does not only a new business area open up but also entirely new markets. And it is with visionary entrepreneurship that Eriksen likes to spend his time.
“It’s probably some kind of pattern,” Eriksen said. “I agreed to become manager and part-owner of a medium-sized pallet trader called Waba in 2012 because I saw the possibilities of managing values differently and investing in far more circular business models. As we got there, I saw, and others with me, that the world needs something far better than wooden pallets but that it cannot be introduced overnight.
“Therefore, as a company, we have to have two thoughts in our heads simultaneously, which becomes easier when we have several good minds at the top. I am proud that Magnus accepted and that our Scandinavian team has taken us to where we are today,” he concluded. “But we have to move on, and it’s what’s waiting on the horizon that excites me.”
Translated via Google Translate. Source: SmartRetur