shared Customer services - Södra

new customer services
Södra Timber is coordinating
its Customer Services. The
overall objective is for the 15
employees to offer improved
services with increased
accessibility. pages 4–7
full speed ahead in Värö
The construction of the new
sawmill in Värö in underway
on a large scale. Södra
Timber expects production
to commence in the summer.
pages 8–9
Timber!
a publication from södra timber
New investments
to enhance
competitiveness
royal visit at södra
At the beginning of
April, Södra was visited
by HRH The Crown
Princess Victoria and
HRH Prince Daniel.
page 19
#1
2011

Contents #1 2011
16
Large stockpiles pay off for the Local Association
in Brösarp.
22
Construction boom increases
exports to Saudi Arabia.
2 Timber!
10
12 Södra Timber to close sawmill
13 Only hardwood sawn at Traryd
Certification on track
for wet-gluing.
7 Larger warehouse premises in Astorp
11 Wooden property wins construction prize
18 Södra building energy-smart house
20 Deliveries to Egypt resumed
Timber! is a biannual magazine from Södra Timber.
ediTorial sTaff Eva Thunholm and Åsa Wernersson
graphic design Giv Akt AB, Växjö
prinTing KST Infoservice, Växjö
paper Munken Polar 120 g
address Södra Timber, Skogsudden, SE-351 89 Växjö,
Sweden
responsible publisher Eva Thunholm
södra Timber produces sawn, planed and pressuretreated
timber. The wood products – which are primarily
used in construction-related applications – are produced
at eight sawmills in southern Sweden. All sawmills are
specialised in terms of range and raw materials to optimise
efficiency. Total annual production exceeds 1.6 million
cubic metres of sawn and planed timber products.
Södra Timber’s main customers are the building materials
trade and the construction-related timber industry.
Key markets are Scandinavia, Great Britain, Germany, the
Netherlands, USA and Japan.
Trivselhus manufactures 400 timber houses annually,
primarily for the Swedish market.
Raw materials for all wood products from Södra Timber
are certified in accordance with FSC and PEFC.
södra Timber is part of the Södra Group. The Group
has four other operations in addition to its sawmills and
timber house businesses:
• Södra Skog, which supplies Södra mills with forest raw
material
• Södra Cell, which is the world’s third largest producer of
market pulp
• Södra Interiör, which is one of Scandinavia’s leading
producers of interior wood products
• Södra is also a partner in the development of wind power
on land owned by Södra members and mills
read more on www.sodra.com
Billingsfors
Åtvidaberg
Kinda
Unnefors
Landsbro
Korsberga
Näshult
Värö
Ramkvilla
Växjö
Mönsterås
Orrefors
Åstorp
Långasjö
stockholm
Torsås

We are sharpening
our competitive edge
The sawn timber business is cyclical
and we are used to seeing abrupt swings
in the prices of raw materials and finished
products. This is nothing new and we will
continue to see fluctuations of the market.
What is new is that after several years
of real price cuts in forest raw materials, we
are expecting a break in the trend and a rise
in real prices. The primary reason for this is
intensifying competition for fibre raw materials,
mainly due to the increase in energy
production.
This has consequences for sawmills and
timber products in the form of increased
raw material costs. The pace of structural
change for sawmills is high throughout
Europe. We see closings and bankruptcies,
while investments are made in fewer units
that are becoming larger and more efficient.
This is necessary for keeping up with the
competition for raw materials.
for our part, we are currently building
our new large sawmill in Värö. We are
investing in Långasjö and Unnefors, while
the sawing of pine and spruce is being
terminated in Traryd and the Åtvidaberg
sawmill is being closed.
We have a distinct production focus
in building and construction. In the
short term, we are working to improve
the management of inventories
to make them lower and more correct.
Alongside this, there is the more
long-term development of joined and
wet-glued products. The hope is that
these will become a reality on a large
scale within a few years.
at the same time, we are streamlining
the new marketing organisation
to increase our understanding of
the market, and improve the profile
of Södra as well as our speed and
services. In this regard, our shared
customer service is a vital change that
we hope will offer improvement to
you as a customer.
We are humbled by this task in the
market and aware that such words as
“offers” and “services” can sound like
clichés. It takes time and is a perpetual
journey, but I am convinced that by
listening and focusing and measuring
what we do, we can move forward
and make a real difference.
Enjoy your reading!
Peter Nilsson, President of
Södra Timber.
Timber! 3

shared Customer services
2
3
1
4
14
5
15
Manager of Customer Services 1) Pernilla Gustafsson has 15 experienced employees by her side in Södra Timber’s new, shared
Customer Services department. These are: 2) Anne Petersson, 3) Camilla Nilsson, 4) Anders Duvander, 5) Peter Berg, 6) Carl-
Johan Nilsson, 7) Göran Henriks¬son, 8) Kenneth olofsson, 9) Roger Franksson, 10) Cecilia Johansson, 11) Hanna Eriksson, 12)
4 Carina Timber! Olsson, 13) Rita Jakobsson, 14) Sophie Palm, 15) Annika Arvidsson. Johan Nilsson is missing from the picture.
6
13
7
8
9
10
11
12

Södra Timber’s customer services have been unified into a single customer service unit.
“The change was implemented to increase services, strengthen partnerships with
customers and to emphasise the importance of indoor sales,” says Eva Thunholm, Sales
and Marketing Director at Södra Timber.
››
Certain areas in need of improvement
were revealed through a
customer survey carried out by Södra Timber
last year, such as reply times, accessibility
and more.
“To meet the future needs of customers,
Södra Timber launched a new marketing
organisation last autumn, dividing sales into
four sales areas. The aim is to increase the
speed in decision making, to increase accessibility
for customers and to develop existing
primary markets,” explains Eva Thumholm.
An additional consequence of the findings
in the customer survey is the establishment
of a new customer service organisation.
Customer Services is centralised and
classified under marketing instead of directly
under sawmills. The overall objective is to
On 1 april, the doors to södra Timber’s
new Customer services department
were opened. a total of 15 employees
will provide improved customer services
and increased accessibility.
“it will be an organisation with
more muscle and improved coordination
and control, which will increase
accessibility for customers,” says
pernilla gustafsson, Manager of Customer
services.
“There is a high competency within the
group. A total of 12 employees from Södra
Timber’s former services were absorbed into
the new organisation. Three persons with
extensive experience have been externally
recruited. I am delighted that we have such
a breadth of competencies and so many
years of experience within the group,” comments
Pernilla Gustafsson.
Operations are grouped according to
businesses and each employee has been
allowed to choose the duties they feel best
suited for in order to achieve as smooth a
transition as possible.
“Customer Services has been divided
into groups that work with indoor sales,
flow and planning of major transactions,
order receiving from Swedish construction
and administrative work with orders and
provide improved services
with increased
accessibility.
Two vital issues in
the process of creating
the new customer
service organisation
were its location and
whether more than
Eva Thunholm.
one customer service
centre was needed.
“We have thoroughly discussed the
pros and cons, and reached the conclusion
that a single customer service centre will
provide the best results. It will enable quicker
introduction of new working methods,
greater flexibility, improve the transfer of
competencies and create positive conditions
invoicing. We have also designed a back-up
system in which several employees share
the same knowledge, so that they can cover
for each other.”
Quick answers
The overall objective is to provide improved
service with increased accessibility.
“With a coordinated Customer Service
department, customers will have a single
channel of contact instead of several, which
was previously the case for many. It is
an advantage having a customer-service
employee in control of everything and
have at least one back-up. Consequently,
we will provide maximum accessibility
during working hours, from 7:45 a.m. to
4:30 p.m. The customer will not have to
wait for information just because one of us
is away. Our earlier operations were too
person- dependent. Furthermore, we pledge
to confirm goods orders within four hours,”
says Pernilla Gustafsson.
The customer survey revealed that Södra
Timber can afford to improve supply reliability.
“We will place significant focus on delivery
checking in order to increase supply
reliability. This will be easier to achieve with
centralisation, compared with when transactions
were being handled by the customer
for developing leadership,” comments Eva
Thunholm.
The new customer service centre is
located in Nybro. The location was chosen
with consideration to providing reasonable
commuting distances for as many existing
customer-service personnel as possible.
“It is also very positive that the group
will commence its important work together,
in a location that is new for everyone,” says
Eva Thunholm.
The reorganisation of customer services
will have an effect on sawmills. When customer
services are removed from sawmills,
only planning and shipping services will
remain.
TExT: ÅSA WERNERSSON
PHOTO: HANS RUNESSON, ANdREAS LINdHOLM
Increased accessibility for customers
service departments of several different
sawmills. It was easy for something to slip
through the cracks then. It’s about making
contact with the customer if goods are delayed,
and also when goods are ready ahead
of schedule, when we should check whether
the customer is able to receive them.”
Other goals are invoicing within 24
hours and crediting within 24 hours upon
finalisation of a claim.
“Claims should be processed in an
average of 14 days – from when a report is
received to its finalisation.”
New procedures and routines have been
introduced in the new customer service
organisation and personal contact with
customers will be emphasised.
“Customer Services personnel will accompany
sales personnel on field trips to
meet customers. Work is always much easier
when you can put a face to your contact.”
Major emphasis will be on competency
development and that will also be facilitated
through centralisation.
“Together, we will take on the challenge
of making Södra Timber’s Customer Services
into one of the best in the industry.”
TExT: ÅSA WERNERSSON
More overleaf >>>
Timber! 5

Voices from new Customer Ser
Anne Petersson, order receiving for
Swedish construction:
“I was previously working at Södra Timber
Torås and regard the recent changes to be
very positive. I had believed for some time
that the department would be centralised.
Customers will have a personal contact and
with our back-up system they will always
be able to contact someone to get a reply.
“We are a highly competent group with
many years’ experience between us. Most
of us already know each other, even if we
have only spoken on the telephone. This
will enable us to quickly settle into our roles
together. We have been using our time before
the opening on April 1 to develop work processes,
routines and responsibilities.
“I work with order receiving for Swedish
construction, and we are implementing the
changes in the midst of the peak season. In
order to make the transition as smooth as
possible, we got up off our seats and moved
to Nybro, taking our assignments with us.
With time, the organization will develop
and we will find our new roles. Customers
should not notice any changes from
the switchover, except that services have
improved.”
Peter Berg, indoor sales:
“I am looking forward with excitement to
annika arvidsson
began working for Södra Timber Långasjö
in 2000, formerly Geijer & Söner; worked
with sales for three years and has since
worked with customer services.
peter berg
has worked at Södra Timber Långasjö,
formerly Geijer & Söner, since 1975; has
worked with customer services/indoor
sales to Germany since 2006.
anders duvander
has worked at Södra Timber Torsås for 20
years holding various positions; the past
three years with customer services.
hanna eriksson
has worked for eight years with customer
services and shipping at Södra Timber
Långasjö.
6 Timber!
Anne Petersson. Peter Berg.
being situated together in a single customer
service centre. We have many years’ experience
between us and it will be fun to assist
each other and to benefit from our collective
knowledge in order to provide customers
with the best possible service. Our most
vital task will be ensuring that our customers
always receive a reply.
“I was previously working as an indoor
salesman for Germany with Södra Timber
Långasjö. I will continue with that assignment
in the new organization. I also book
Fifteen skilled employees
roger franksson
has worked for 21 years with production
planning, sales and customer services at
Södra Timber Åtvidaberg, formerly known
as Baro Wood.
göran henriksson
has worked with customer services at
Södra Timber Torsås since 2004, the past
two years as production engineer.
rita Jakobsson
began working in 2007 at Södra Timber
Mönsterås’ customer services; became
a production planner and is currently a
Product Manager.
cecilia Johansson
has worked for 10 years at Södra Timber
Torsås customer services.
trailer transportagion from all sawmills to the
German market.
Roger Franksson, flow and planning for
major transactions:
“There will be a significant improvement in
accessibility. There will always be someone
here who can be reached. We are situated
like spiders in a web, between markets,
sawmills and product ranges. Our goal is to
improve supply reliability, shorten delivery
times and streamline administration for our-
camilla nilsson
has worked since 2006 with customer
services at Södra Timber Orrefors.
carl-Johan nilsson
has been in the sawmill business for 12
years and has worked with sales, production
and production planning; was most
recently holding the position of sales
manager of Jarl Timber.
Johan nilsson
has worked for one-and-a-half years
through Adecco on the IT service and
support of Södra’s finance department.
Kenneth olofsson
was most recently at Bitus and has extensive
experience of pressure treatment and
the construction trade; has worked with
production planning.

vices
Roger Franksson.
selves and our customers. We will prioritise
the customer and provide the best possible
service.
“I am the personal contact for UNI4,
Velux, Spain and Italy and the coordinator for
redwood products.
“I regard this as an opportunity for
personal growth, to be able to work in such
a competent group with so much specialist
knowledge. Allowing everyone to begin by
taking on assignments they are comfortable
with will ease the transition.”
carina olsson
has worked with customer services
since 1985 at Södra Timber Långasjö,
formerly Geijer & Söner.
sophie palm
has worked for a total of 10 years with
customer services at Södra Timber’s
now closed-down sawmill in Lenhovda
and later at Södra Timber Ramkvilla;
was Product Manager at Ramkvilla
prior to reorganisation.
anne petersson
began working in 2000 with manufacture
at Södra Timber Mönsterås, and six
years later moved to administration/
shipping; in 2008 she began working at
the customer services of Södra Timber
Torsås.
Tomas Nygren, production manager, and Dan Nilsson, shipping, in front of the construction site.
New warehouse in Åstorp
spring is here and the construction
season will kick off in earnest. in
order to keep up with dispatches of
pressure-treated goods in the spring
season, södra Timber is investing in
new warehouses in Åstorp. The new
facilities will create approximately
4,500 cubic metres of storage space.
“We see an advantage in getting
the goods under a roof so that they
do not get discoloured by the sun,”
says Fredrik petersson, Local Manager
in Åstorp.
Every spring, there is a peak in deliveries
of pressure-treated goods at the end
of March. That’s when the warehouse
need to be well-stocked. To successfully
keep up with demand, Södra Timber has
chosen to invest in the enlargement of
the storage areas in Åstorp. Two other
contributing factors to the investment are
the increase in the proportion of pressuretreated
goods and that Åstorp keeps
stocks for the Dutch market.
“During the first year as distribution
centre, we needed to broaden our product
range to increase deliveries, primarily to
Denmark. This requires larger storage
areas.”
The handling of pressure-treated construction
timber at a pressure-treatment
plant is prescribed by law. It means that
pressure-treated timber must be placed
under a roof or on an approved surface
where rain water is collected in a sealed
embankment.
“At Åstorp we currently use both
solutions, but we see an advantage in getting
the goods under a roof so that they
do not get discoloured by the sun.”
The new construction will enable the
storage of an additional 4,500 cubic metres
and means that Åstorp will have a maximum
capacity for approximately 30,000
cubic metres of pressure-treated goods.
The construction of the new facilities will
commence in the middle of March and
will be complete before the summer.
Åstorp produces 100,000 cubic meters
of pressure-treated goods annually.
Approximately two thirds of the production
goes to Denmark and a third to
Sweden and other markets.
Pressure-treated goods have a
short season from March to September.
Approximately 80 per cent of the total
annual production has to be delivered
during a third of the year. Therefore,
supply reliability and delivery times are
of extra importance to customers.
In order to shorten lead times from
sawmills, Åstorp also stores raw materials
for the pressure treatment of major
products. In such a manner, pressure
treatments can quickly be undertaken as
the orders roll in.
Even if the goods are pressure-treated
only in green at Åstorp, brown presuretreated
is also delivered.
Åstorp’s strength is its geographical
location which enables quick deliveries to
the Danish market, the Netherlands and
the Swedish market.
TExT: ÅSA WERNERSSON
PHOTO: FREdRIK PETERSSON
Timber! 7

Full speed ahead
on construction of
new Värö sawmill
The construction of the new sawmill in Värö in underway on a large scale. At
the moment, it involves moving technical installations, new constructions on
properties, personnel training, product range and market preparations and the
procurement of raw materials.
“We are still on track with our original production schedule for up until the
summer,” says Peter Nilsson, President of Södra Timber.
››
Södra Timber is investing in a new
sawmill in Värö, through the acquisition
of machinery and equipment from the
Adelebsen mill in Germany belonging to the
German sawmill company, Klausner Group.
The investment will enable Södra Timber to
nearly triple production in Värö to 750,000
cubic metres while expanding planing
capacity to meet it at the same level.
Work on the new sawmill began in
September, while work commenced at the
same time on the dismantling of the Adelebsen
mill. By November, all the equipment
had been moved to Värö where it has been
stored in interim warehouses and halls.
Construction began in October.
More extensive
“Ground work turned out to be somewhat
more extensive than what we had counted
on. We are building atop an old seabed and
that required considerable piling work. A
total of 2,300 piles totalling 17 kilometres in
length have been driven into the ground.
Alongside this, we had a wet autumn to
start with and then an exceptionally cold
and long winter. All put together, this meant
a delay of a month. Our subcontractors
invested extra resources in the construction
and installations have been proceeding at a
better than expected pace. This means that
we are still on track with our original schedule.
A production launch for the saw-line is
planned for the beginning of June,” explains
Peter Nilsson.
The personnel at Södra Timber Värö
have an extensive all-round experience in
8 Timber!
The construction of the new sawmill in Värö in on schedule. Production is expected to commence in the
summer.
sawmills and timber products.
“We will now learn new techniques
and work at higher speeds. According to
our agreement with the Klausner Group,
they are responsible for the training of
our personnel. This will largely take place
at the sawmill in Kodersdorf, Germany,
close to the Polish border. The sawmill is a
sister facility to the one that is now under
construction in Värö. Our personnel will be
onsite to learn about operations, techniques
and maintenance. Klausner has a project
group that will attend to Värö employees
for the duration of the course, and will also
take part in the start up at Värö,” says Peter
Nilsson.
Training will then continue on home soil.
higher speeds
“Our maintenance staff will be present
during the installation of machinery to
learn about how they are assembled and
how they work. Our other personnel will
be present as much as possible when the
machinery is put into operation.”
The final phase will be planning on the
initial product range. This will be based on
Värö’s earlier range and will have as simple
a focus as possible.
“We will have as few products as possible
for the start-up to get the sawmill into
shape,” says Peter Nilsson.
Transportation by rail
Parallel to this, orders are being placed
for raw materials and logistics are being
aligned.
“A larger portion of goods than
previously will be transported by rail. To
streamline and simplify the process, we
will abandon individual measurement and
implement stack measurement for lorries or
railway wagons.”
Production will be based on pine and
spruce and primarily for construction
materials.
TExT: ÅSA WERNERSSON
PHOTO: TOMAS CARLéN

Timber! 9

Certification on track for
A method for wet-gluing side boards has been developed over several years of research in a
project that was initially financed by Södra Timber and later financed by the CBBT foundation
(Centre for Timber Construction and Housing). Södra Timber is a member of CBBT. The
project has now taken a solid step forward and graduated from the laboratory to field tests.
“We are so confident about the properties of the product that we have initiated work on
designing a certification process for wet-glue products on a national and European level,”
comments Erik Serrano, Professor of Timber Engineering and responsible for the project at
Linnaeus University.
››
By wet-gluing side boards, new
valuable products can be created
using parts of logs previously regarded as
being of lesser value.
“It’s about finding an alternative field of
application for side boards and increasing
the value of timber products. By wet-gluing
side boards together immediately after sawing
we benefit from properties required for
load-bearing timber constructions. We can
take advantage of the fine properties of side
boards such as strength and rigidity. The
end product will be the same as other products
from the main yield, but with improved
properties.
10 Timber!
By last autumn, the project had sufficiently
progressed that there was certainty
about the beneficial properties of the
product. But there remained an administrative
process for getting the new products
approved before the project could proceed
on a larger scale. No regulatory framework
currently exists for the use of this type of
glulam in load-bearing constructions.
product manufacture
In mid January, the first step was taken in
the administrative process. The goal is to
demonstrate that we have control of the
manufacturing process and that we can
guarantee the product’s properties.
“Previously, we had undertaken smallscale
practical trials. This time, we are
leasing a factory and implementing trial
runs of 20 to 40 cubic metres per week. We
are manufacturing a number of different
products such as glued side boards for cross
beams. The products from our initial trials
are now dried and planed. So far, the results
look quite promising,” says Erik Serrano.
One vital aspect is achieving a sufficiently
expedient manufacturing process. This
is a completely new production method
that must be optimised and evaluated. The
process can now be better studied through

Construction timber with cross-sections measuring
45x300 and 45x145 are seen here together with
the team that is managing the certification process.
From left: Erik Serrano, Anders Olsson, Marie
Johansson, Jan Oscarsson, Hans Petersson, Min Hu,
Myttieu Luca, Bertil Engquist.
wet-gluing
the ongoing industrial trials, compared to earlier laboratory
tests.
It will take at least a year to design a certification
process for Swedish approval, and an additional year for
a corresponding process on a European level.
“European certification takes longer because there
are more referral bodies to which circulations must be
submitted.”
Qualified team
The project is being managed by a solid team.
Erik Serrano is the project leader and among others,
he is assisted by Professor Hans Petersson and Bertil
Enquist at Linnaeus University, as well as Jan Oscarsson
and Magdalena Sterley from the Technical Research
Institute of Sweden. Magdalena has previously worked
with wet gluing for a total of 12 years, but only with
finger joints at that time. Magdalena has a Licentiate in
Engineering in the field of green gluing finger joints.
Södra has lent research resources from its Innovation
department to the CBBT project, comprising Malin
Andersson, Catharina Fechter and Mikael Bergström
who was previously an industry doctoral student at
Södra Timber and tied to Linnaeus University. Mikael is
responsible for trial runs in the pilot facility.
“This is an exciting project with far-reaching results
than may revolutionise the industry,” says Erik Serrano.
TExT: ÅSA WERNERSSON
PHOTO: MATS SAMUELSSON
Venture in modern
timber engineering
Trästad 2012 (“wood city”) is a
national venture focusing on
the climate and expedient construction.
The project will serve
as a source of inspiration to
local builders, architects, planners
and politicians. a total of
16 municipalities are participating
in Trästad 2012. among
them is Växjö, where södra
Timber is one of the players.
The aim is to develop Swedish
competency and technology, and to
create in the long term, a European
and global market for modern
and industrial timber engineering.
The municipalities participating
in the project each have a local
process manager responsible for
the progress of the project. The municipalities
will later work through
regional networks to create conditions
conducive to the development
of timber construction.
The collaboration in Växjö
includes the Swedish Forest Industries
Association, the Technical
Research Institute of Sweden, the
Kronoberg County Administration
Board, Linnaeus University, Södra
Timber and the Municipality of
Växjö. A task force has been established
and a draft of the project plan
made. Ambitions are high: the first
dwelling for a
small household
is to be
completed in
conjunction
with the autumn
event of
Trästad 2012.
There
is a prevailing lack of residential
housing for small households in the
Nordic region. The website, “I want
housing now,” has more than 10,000
members.
Many issues
Youth housing is diligently discussed
in the media. However, a
number of issues concerning housing
and construction must still be
resolved. Examples are: What does
a good dwelling adapted to small
households really look like? What
areas, functions and qualities do
we value? What rents or deposits
can small households afford? Are
there any obstacles to construction
standards? Where in the city should
residential housing be built? What
will a non-profit construction cost
when stripped of all non-valuecreating
elements? How will the
lack of competition affect this? Do
developers have a leading role?
Prize for wooden residential property
The Limnologen block in Växjö
won the Great Community Builder
award. The project comprises four
eight-storey residential properties
built with timber. A large number of
research projects have been linked
to the construction project with
studies on process issues, quality
and environmental work, and financial
and technical solutions.
The reasoning of the jury was:
“The architecture demonstrates
and expresses a construction of
timber by exposing the wood in the
facades. Mechanical tests show that
the high demands placed regarding
sound insulation and freedom
from vibrations has been met.
Production was implemented in dry
conditions thanks to the innovative
weather-protection methods that
accompanied the construction from
the ground up. The project is an
excellent example of modern timber
construction, utilised previous experiences
well and contributed with
additional development.”
The Great Community Builder
prize is awarded to “a constructional
work or facility of high quality,
emerging from exemplary cooperation
between various players in a
community-building process.”
Timber! 11

sawmill shuts down
– but pressure treatment facility remains open
Södra Timber is shutting down most of the operations at the Södra Timber Åtvidaberg
sawmill. However, the pressure treatment facility will remain. The shutdown will take
place during the first half of the year, and the termination of sawing is planned for the
month of May.
“Åtvidaberg has performed well, but times have changed. The competition for raw
materials is increasing, while at the same time we are seeing a major need for investment
ahead,” says Peter Nilsson, President of Södra Timber.
››
Structural changes are constantly
being implemented. There were considerably
more sawmills 15 to 20 years ago.
In pace with technological developments,
production speeds have been increased
while flexibility has been maintained on
product variety. Combined, this means production
units have increased their volumes.
Moreover, investment costs have increased
significantly in the past 10 years as a consequence
of increased speeds and demands
for flexibility.
“The situation is such that it has become
untenable to continue investing in all
existing sawmills. It is neither profitable
nor justifiable,” comments Peter Nilsson.
“When we then look at the supply of raw
materials, we can conclude that there is an
over-establishment of sawmills in southern
Sweden. Against this backdrop, we must
continually look over production at our
sawmills to maximise results and optimise
our investment resources and market offers.
Ultimately, the goal is to maximise solvency
in raw materials.”
Major investment requirements
It was established during the review that
the investment requirements for Åtvidaberg
were comparatively too high to be competitive.
“The decision comes now, at a time
coinciding with the economic climate for
sawmills and the expansion of Värö.”
12 Timber!
The pressure treatment facility will remain open following the shutdown of other operations at the
Åtvidaberg sawmill.
“We regret that we had to make a decision
to implement changes that will affect
39 of our employees. Södra is offering jobs
at other sawmills within the Group, early
retirement pensions and adjustment pack-
ages for those who wish to find their way to
a new line of work. We hope that everyone
will find good solutions,” says Peter Nilsson.
TExT AND PHOTO: ÅSA WERNERSSON

Håkan Svensson, President of Södra Interiör and Fredrik Petersson, Site Manager at Traryd and Åstorp, see
increased demand for hardwood.
Traryd becomes
hardwood sawmill
The Södra Timber Traryd sawmill is switching from sawing
pine to sawing all types of hardwood. At the same time,
Södra Interiör has taken over the sawmill from Södra Timber
on 1 april. Redwood has been phased out and a stock of
primarily oak and birch logs has been built up.
››
“Gratifyingly, our strategy of
offering hardwood products from
all the species of broad-leaved trees growing
in southern Sweden is beginning to gain
ground with consumers. Thanks to increased
customer demand, we have a major
need for oak at Södra Interiör. Moreover,
we see an interesting and growing market
for birch products both in Sweden and in
continental Europe,” says Håkan Svensson,
President of Södra Interiör.
The goal is to saw 35,000 cubic metres
fub (solid under bark) this year. The volume
is expected to grow during the coming years
to reach nearly 50,000 cubic metres. The
sawmill will also begin sawing aspen, ash,
alder and beech during the year.
“Demand for aspen and alder is already
at such high levels that in principle, we can
sell as large a volume as we can obtain raw
materials for,” continues Håkan Svensson.
“We have even begun to receive larger
provisions for ash and beech, for example,
through our sales of glued-joint boards.”
The sawmill in Traryd will complement
Södra Interiör’s hardwood sawmill
in Djursdala, outside Vimmerby, where the
operation is not affected by the takeover.
The aim is to have the Traryd sawmill procure
its raw materials from the western and
southern Götaland region and for Djursdala
to obtain its supply of raw materials from
eastern Götaland.
TExT: ÅSA WERNERSSON
PHOTO: SVEN-ERIC PETERSSON
Order our
yearly catalogue
Order Södra Timber’s products catalogue
for 2011 for the Swedish and Danish
market! You can find out about our
broad product range and the services
we offer.
The news for 2011 is we have extended
our range with:
Prime coated (undercoated)
• Manor house panelling 22x145
• Single chamfer panelling 22x120
• Single chamfer panelling 22x145
Waterproof coating
• 22x95, 22x120, 22x145
Investments
at Unnefors
Södra Timber has announced a decision
to invest in automatic sorting at sawmill
in Unnefors.
Unnefors has noted favourable
growth for Redwood. The
investment will improve the
mill’s competitiveness through
improved utilisation of raw
materials. It will also provide
improved quality sorting, which Olle Söderlind,
is a plus for customers.
Mill Manager at
Unnefors.
“We will have an important
role in Södra’s investment in
the new Värö saw. To capitalise
on the high-grade pinewood, the better
grades will be sorted in the forest. The
best quality grades will be transported
to Unnefors where we can take care of
the logs using the proper techniques,
equipment and experience. The camera
equipment that measures accurately and
ensures that the right lengths and quality
grades are produced with the highest
possible value will be a great asset,” says
Olle Söderlind, Mill Manager.
The new sorting equipment will be
installed during the summer holiday
period and trimming-in operations will
follow.
Timber! 13

Incentive is to find
good total solutions
The incentive in Jonny Månsander’s work is to find good total solutions for requirements
that customers hardly know they have. He finds his strength in the beauty of outdoor life
in the southern Swedish county of Skåne.
“I come here often throughout the year to charge my batteries,” he says and proudly
shows the nature reserve at Forsakar, Skåne’s largest waterfall.
››
Jonny Månsander started his professional
career as a construction worker.
For 11 years, he worked with construction,
concrete and carpentry – experience
that has served him well in his job at Södra.
“I worked for a small company that
gave me a chance to learn a little bit about
everything. But after I was involved in an
accident, I had to change course. I started as
a commissioned salesman instead,” he says.
Eventually, he became a salesman in the
construction industry before joining Södra
about six years ago.
He works today with Södra Timber’s
customers in southern Sweden on a geographical
line from Varberg on the west
coast and Kalmar on the east coast, and
throughout the southern region.
solutions seller
Jonny Månsander likes his job – that’s very
obvious.
“It’s very inspiring to constantly have
opportunities to improve the service we
provide. I always try to find total solutions
that can improve the operations of our
customers and Södra Timber. It’s a challenge
to continuously try to stay on the frontline in
terms of service,” he continues.
It may a sound like a string of clichés,
but it’s a reality for Jonny and his customers.
He considers himself a seller of solutions,
rather than timber.
His work is often a matter of trying to
show customers opportunities with more
high-grade customised timber products that
are more refined, sawn to measure, painted
and assembled to finished studs.
“I’m convinced this will emerge on a
more widespread scale, and I want my
customers to discover it at an early stage,”
says Jonny.
“When I’m out showing the advantages
14 Timber!
of SödraSmart studs (finished studs) perhaps
all my customers might not understand
the advantages during my first visit.
But I don’t give up easily, so I try and try
again,” says Jonny Månsander.
Sooner or later, the customers understand
that something he so adamantly promotes
just might be worth trying – so they
conduct tests and recognize the advantages.
“It’s definitely not a disadvantage for
me to have experience from working in the
construction industry. And it’s enjoyable to
introduce new schools of thought, and quality
products,” he explains.
Jonny Månsander is formally employed
at Södra in Växjö but, since many of his
customers are situated in Skåne, he often
works from his home in Everöd, south of
Kristianstad.
“I’m in daily contact with the Torsås
sawmill and almost as often with the impreguating
plant in Åstorp,” he says.
sparetime pleasures
Construction and jitterbug dancing take up
a lot of Jonny’s spare time.
“I can’t keep myself from working almost
constantly with renovations to our house in
Everöd. It’s also enjoyable and relaxing.”
And whenever he can, he’s charging his
batteries in the beautiful Skåne countryside.
He likes to show some of the gems of nature
close to his home in Everöd, such as the
Vittskövle Castle and the nature reserve at
Forsakar.
“I even come during the winter. It’s also
beautiful on a late-winter day like today,”
he says. He has never given any thought
to moving away from Skåne. Although he
lives out in the countryside, he’s never far
from the nature reserve or the big cities in
the region, or football, which he loves – but
only as a spectator.
When he has time, Jonny Månsander has
another leisure interest – dancing.
“I competed in jitterbug contests for 10
years. I especially liked the camaraderie of
dance but, just like in my professional life,
I also wanted to develop and when I no
longer had the time, I ended my career as a
dancer,” he says.
One common denominator for Jonny
Månsander in his work and his leisure time
is that he never gives up. Like most people
who work with some form of sales, there
have been many times when his proposals
were rejected.
“But that doesn’t make me give up. I always
try again. Today, I have good business
contacts with regular customers who said
no many times to all my proposals,” Jonny
continues.
As long as he knows the products he
offers are the right quality and good for the
customer, he has nothing against coming
back, again and again.
He likes to quote a lesson he was taught
by his boss back when he first started working
as a salesman:
“A ‘no’ is only a ‘we look forward to seeing
you again soon’.”
TExT: LARS EdqVIST
PHOTO: MATS SAMUELSSON
Facts Jonny Månsander
• Age: 45
• Family: Yes
• Job: Salesman
• Holiday resorts: Hamburg,
Thailand and Turkey are his
favourites
• Resides: Everöd
• Drives: Too fast
• Listen to: Thin Lizzy, Scorpions
• Eats: Barbequed food, all year round

In the great outdoors, like here at Forsakar in Skåne,
Jonny Månsander finds strength and inspiration.
Timber! 15

“Large offering and sati
The Local Association (Lokalföreningen) in Brösarp is one of the largest building
materials department stores in the southern Swedish county of Skåne,
with a large product offering that meets the demands of mid-sized construction
companies and Österlen’s leisure-home owners.
“We have large inventories and a large range of products. As a result, our
customers are satisfied and this has enabled us to expand our business,” says
Torbjörn Andersson, Warehouse manager.
››
The Local Association in
Brösarp is situated almost in
the middle of nowhere, four beautiful
kilometres west of Highway 19
between Kristianstad and Ystad. At
first glance, it looks like a conventional,
small, local building materials
shop, but as you get closer, you
realise that it has expanded in every
direction and you can’t really see
where it ends.
Over the past 6–7 years, the Local
Association’s business has grown
strongly. It sells everything related to
houses, homes and construction. We
found lawnmowers in all sizes, all
types of tools, animal feed, fertilizer,
chainsaws, various types of equipment
for horses, a book about eel
and much more. And a large stock of
timber products of every imaginable
type.
We meet Torbjörn Andersson,
manager of the timber warehouse.
“We deliver mainly to small and
mid-sized construction companies
and private individuals. Österlen is
an area with many summer visitors
and we have our peak season from
about the beginning of April until
September,” he says.
almost everything from södra
The timber warehouse is fully
stocked and features a sense of
meticulous organisation. Everything
is clearly labelled with all the information
any builder might need.
Almost all of the timber comes from
Södra.
“I’d say about 99 per cent comes
from Södra, and we plan to increase
that percentage,” says Torbjörn with
a touch of humour.
16 Timber!
There are several reasons why
the Local Association in Brösarp has
chosen Södra as its main supplier.
“Our customers should know
that we have a complete range of
timber products. And Södra is able
to supply us with almost everything
our customers ask for from both
Södra Timber and Södra Interiör,”
continues Torbjörn Andersson.
He also emphasises the good personal
contact with Jonny Månsander
at Södra.
“We are in regular contact and
Jonny sees to any wishes we have
straight away. Efficient logistics is another
one of the reasons for choosing
Södra. Södra helps us improve.”
has everything at home
Torbjörn Andersson says it pays to
maintain a large inventory of timber
products.
“Our customers come to us because
they know we have practically
everything in stock. This has enabled
us grow in recent years.”
Bertil Arnesson, Manager of the
Local Association in Brösarp, says:
“It always pays off to have satisfied
customers. We have restocked
our inventories for the season.
Although business can be a little slow
during the first months of the year,
we have noticed some growth during
these months as well.”
He also takes the opportunity to
ask Jonny Månsander why there are
some discrepancies between the order
of delivery notes and the invoices.
Jonny promises to solve the problem.
“It’s good to have a customer like
the Local Association that doesn’t
hesitate to speak up when there’s a
problem. It also helps Södra improve
its service,” says Jonny Månsander.
refined products
The Local Association’s customers
also follow new trends, and there
has been a growing demand for
more refined products.
“We plan to increase our offering
of primed products. A growing
number of craftsmen and private
individuals are discovering that it’s
profitable to buy boards that only
need to be painted once. It takes a
little time to introduce new products,
but it’s definitely starting to pick up,”
says Torbjörn Andersson.
“When the sun comes out, there
is always an increase in demand for
timber products used for outdoor
applications. We are also noticing
that more and more customers want
to buy brown, pressure-treated timber,”
he says.
TExT: LARS EdqVIST
PHOTO: MATS SAMUELSSON
Facts The Local Association in Brösarp
• Owned by more than 200 local
farmers
• 17 employees
• Celebrating its 75th anniversary this
year
• Total sales in 2010 amounted to SEK
86.5 million. Sales of building materials
were SEK 58 million.
• Associated with the Bolist Group
• Seven of the 17 employees are parttime
fire fighters
• For more information, visit
www.bolist.se
①

sfied customers pay off”
A very large proportion of timber products sold by the Local Association in Brösarp comes from Södra, mainly because Södra is able to offer such a large range of products.
② ③
1. The Local Association in Brösarp features
meticulous organization and order. It’s
also easy for the customers to find information
about prices.
2. Bertil Arnesson, Manager of the Local
Association in Brösarp, says it pays to
have satisfied customers.
3. Customers appreciate our capacity
to offer a complete-coverage product
range, says Torbjörn Andersson,
manager of the timber warehouse.
Timber! 17

Södra Timber building energ
Södra Timber and Trivselhus are building a
Positive Energy house, a house that generates
energy, in a residential area in Växjö,
Sweden. The blueprints are finished and the
application for a building permit has been
submitted. Construction will start in June and
the house will be finished by year-end 2011.
››
It will be based on a house that Trivselhus delivered to the
Swedish interior design TV programme Äntligen Hemma
last autumn. The exterior is timeless, and its wide horizontal panels
exude an attitude. Simplicity and personality are the main themes in
the detailed planning of the house.
“The house will be situated to adapt with the building site’s natural
surroundings and sunlight. It will be larger than the house in the
TV programme to suit the large modern family,” says Andreas Ek,
President of Trivselhus.
The house is a Positive Energy house, which means it will generate
energy year-round.
“We will have a sealed climate shell
combined with effective ventilation. There
will be solar cells and solar panels on the
roof enabling the house to generate energy
during the summer that will be sold
to the national grid. During the winter
months, energy will be bought from the
same account on the national grid that
the house sold energy to. Overall, the
house will generate a small surplus,” says
Andreas Ek, President of Andreas Ek.
Trivselhus.
TExT: ÅSA WERNERSSON
Plan the construction of your house using a mobile phone!
Which Trivselhus house is best suited
to your land? a new iphone® app by
Trivselhus makes it possible to see
what a house you’re considering constructing
will look like when it’s been
built on the land of your choice.
Using the camera function of your mobile
phone, you can project a selected house
model on the site and rotate it 360 degrees
to find its optimal placement. You can then
take a snapshot of the projection and save
your picture or show it to your family and
friends, and this will facilitate their involvement
in house planning.
The Trivselhus application comes with a
18 Timber!
good number of house sketches right from
the onset.
Trivselhus willingly customises the
house according to customer requirements
and the conditions of the plot of land.
“At Trivselhus we always endeavour to
work with the concepts of flexibility, safety
and experience in connection with house
purchases. For this reason, we see unbelievable
potential in providing solutions such as
the one we are now launching – a solution
that actually lives up to all these concepts,”
says Andreas Ek, President of Trivselhus.
“In addition to the possibilities with all the
house models, the application also contains
smart solutions for plots of land – where to
The Positive Energy house scheduled for construction is based on the house that
Trivselhus delivered to the Swedish TV programme Äntligen Hemma.
find them, instant contact information and
much more.”
The application will be released in the
spring. By April, it will be available through
the Apple® App Store.

y-smart house
Trivselhus promotes its brand image
Last year, Trivselhus launched
its new catalogue, Houses. It is really
a design magazine that does
not resemble a traditional house
catalogue. The magazine is both
practical and inspiring at the
same time.
The catalogue offers “at
home with” articles, trend reports
and a multitude of inspiration.
The interesting articles are
sandwiched between more than
70 house models. Read about
Trivselhus’ projects together
with Äntligen Hemma or about
how to go about designing your
new garden. A style guide will
inspire both interior and exterior
designs.
Royal visit
at Södra
At the beginning of April, Södra’s head office in Växjö was
visited by Her Royal Highness The Crown Princess Victoria
of Sweden and His Royal Highness Prince Daniel of
Sweden. The royal couple had lunch with Södra’s Chairman
of the Board, Christer Segerstéen, CEO Leif Brodén
and several other local representatives.
During the visit, they discussed among other subjects,
climate-impact reduction and Växjö as Europe’s greenest
city.
Several people had gathered outside the main entrance
of Södra to catch a glimpse of the royal couple who finished
lunch and continued on to Linnaeus University, next
on their list in their visit of Kronoberg County.
The visit at Södra was a part of the Crown Princess
Couple’s agenda in connection to Innovation Weekend in
Kronoberg County.
The royal couple visited Södra at the beginning of April. From left:
CEO Leif Brodén, Prince Daniel, Crown Princess Victoria, Chairman of
the Board Christer Segerstéen and County Governor Kristina Alsér.
Södra Interiör has aquired
Lithuanian company
Södra Interiör has aquired UAB Aldrea in Panevezys,
Lithuania, a company that refines MDF boards to interior
products. The company’s current productrange comprises
fibre boards, panels, levelling pieces, comicing and kitchen
hatches. The takeover was on 1 April.
“We see considerable market opportunities for
practically their entire product range. The company will
complement our manufacture of MDF ledges in Jokkmokk,
and will afford opportunities for Södra Interiör to
manufacture even more complex products,” says Håkan
Svensson, President of Södra Interiör.
Timber! 19

New boiler for Långasjö
södra Timber has decided to invest in
a new boiler at the Långasjö sawmill.
“The new installation has a higher
power output than our existing boiler.
it will enable us to increase production
and create new opportunities in
terms of drying future by-products.
Our emissions of nitrogen dioxides
will also be reduced,” say Ola Bjelkvik,
Mill Manager in Långasjö.
Södra Timber Långasjö is a strategically
important sawmill for Södra Timber.
“Three years ago, we invested in a pellet
plant and two years ago in a completely
new planer. We are continuing along the
same line with our investment in a new
boiler. The boiler we have now is a bottleneck
for increased production. The power
output of the new boiler will be 16 Megawatts,
output, which will enable the mill to
dry nearly 500,000 cubic metres of sawn timber.
Over the short term, the investment will
provide an increase of 20,000 cubic metres
a year has passed since södra Timber
established operations in norway by
recruiting Knut Weisser- svendsen as
sales manager to cultivate the norwegian
market.
“We have entered agreements with several
retailers of building materials and operations
in Norway have progressed as
expected,” says Knut.
Södra Timber’s goal is to become the
market leader in Scandinavia. One of its longterm
goals, accordingly, is to also serve as a
supplier to the Norwegian construction sector
and the country’s timber industry. Several of
Södra Timber’s customers are represented
throughout all of Scandinavia, and there is
pressure from customers that want Södra
Timber to offer timber supplies in all of the
Scandinavian countries.
Sales activities are conducted in close cooperation
with Södra Interiör in Norway, and
Knut Weisser-Svendsen is based in Interiör’s
office at Gardermoen.
“It’s a big advantage to cooperate with
Södra Interiör, since they are the market
20 Timber!
The old boiler in Långasjö will soon be replaced by a
modern unit.
of sawn timber production to 290,000 cubic
metres per year. But there is also potential
for even higher production capacity over
the long term,” says Ola Bjelkvik.
The investment will also provide increased
opportunities to refine sawdust into
pellets.
“We are studying the potential volume
of this process. With our new boiler capacity,
we will be able to dry sawdust for pellet
leader in Norway. In many cases, we work
with the same customers and we are able to
complement each other’s product offerings.
production. In the new boiler, we can also
use a higher percentage of bark and a lower
percentage of dry chips. It’s also possible
to produce pellets using dry chips,” he
continues.
For environmental purposes, the boiler
is also a good investment, since emissions of
nitrogen dioxides will be reduced.
The boiler is now in Adelebsen, Germany.
The equipment is part of the new
sawmill under construction in Värö.
“The boiler will be moved in the
spring from Adelebsen to Långasjö. Urbas
Maschinenfabrik GmbH, an Austrian boiler
supplier, will be responsible for dismantling,
transportation and assembly. The
company is a major supplier in continental
Europe and Finland, but this will be their
first boiler in Sweden.”
Dismantling of the boiler was started in
March and the unit will be placed in operation
in the beginning of December.
TExT: ÅSA WERNERSSON
PHOTO: OLA BJELKVIK
Södra Timber established in Norway
Knut Weisser-Svendsen works in close cooperation with Kjetil Høgbakken, President of Södra Interiör Norway.
We have achieved very significant success
with pressure-treated goods,” he says.
TExT: ÅSA WERNERSSON

“Change in Northern Africa
creates growth opportunities”
Timber deliveries to Egypt have been resumed after the unrest in February.
“Sales in North Africa are almost at a normal level and, over time, the changes
will create opportunities for increased growth,” says Anders Marklund, President of
Uni4 Marketing AB.
››
Everybody has heard about the
wave of protests that has spread
throughout North Africa and the Middle
East during recent months. It has, naturally,
impacted the operations of Uni4 Marketing,
but perhaps not as much as people might
think.
“We have summarised the first quarter
and noted that we can still sell our products.
In January, sales were lower than last year,
in February they came to a halt, especially
in Egypt, and in March demand was almost
normal in all countries except Libya. A
current report indicates that sales are about
70–80 per cent of the normal level,” says
Anders Marklund.
Consumption in Egypt has declined,
for example, but inventories are now being
replenished.
“Payments have also been resumed and
are functioning close to normal. It takes a
little longer to get the money, but we have
noted that our customers believe in the
future and want to resume normal business
operations,” Anders Marklund continues.
He also emphasises that nobody knows
for sure what might happen in the future,
but Anders Marklund is an optimist with
regard to the market for Uni4 Marketing.
“The countries in North Africa have
young and growing populations. In the
long-term perspective, there is a need for
major investments in housing and infrastructure,
such as schools. There is a growing
need, accordingly, for timber and building
materials in the region,” he says. A more
modern and democratic social order might
also stimulate economic growth, similar to
what took place in Eastern Europe after the
Berlin Wall came down. Experience shows
that stability and growth follow in the wake
of unrest.
“Our owners have a long-term vision
of our activities and that is why I have a
positive view of the future,” says Anders
Marklund.
TExTS: LARS EdqVIST
“It’s good to be a senior citizen here”
anders Marklund was appointed
president of Uni4 Marketing this
past autumn, at the age of 57.
“in these countries, it’s an
advantage to be a senior citizen.
Decision-makers among our
customers are also older men,”
he says.
Before Anders Marklund joined Uni4
last year, he was sales manager for
SCA Timber’s market in Scandinavia.
“I have worked in this industry
most of my life. Working with timber
as a material and the international
contacts make it interesting. Through
the years, I have worked in all
markets except China and Japan,” he
says.
Since he has worked with Scandinavia
and Eastern Europe over
the past ten years, the lure of North
Africa and the Middle Easter was
enticing.
“They’re interesting markets
with very significant potential. When
I joined Uni4, I never realised the
changes there would take place so
quickly. I still believe this region offers
the markets of the future.”
Anders Marklund was appointed President of Uni4
Marketing last autumn. He believes in a growing
market in North Africa.
Facts about Uni4 Marketing AB
• Uni4 Marketing sells and distributes sawn whitewood
and redwood from the four owners. The company has
long-standing business operations in Egypt, Morocco,
Algeria, Libya and Saudi Arabia. In recent years, operations
have also been established in Sudan, Yemen and
Tunisia.
• The company is owned by Södra, Holmen Timber, SCA
Timber and Martinssons.
• Egypt, Algeria and Saudi Arabia are the largest
markets.
• Annual sales during recent years have averaged approximately
SEK 1 billion.
• For more information, visit www.uni4marketing.se
Timber! 21

Saudi construction boom ben
As Saudi Arabia strengthens its infrastructure with new housing, schools and hospitals,
the country is importing large volumes of sawn timber from several countries, including
Sweden. Despite the recent turbulence in the region, Södra’s partly owned sales company
Uni4 Marketing expects a continued increase in timber volumes during 2011.
››
Riyadh, the capital of Saudi Arabia, stands out
like a fairy-tale city, especially at night when all
the recently built government buildings, fantastic lookout
towers, glazed bank palaces and designer hotels are
illuminated by spotlights and light installations.
In Riyadh, 86-year old King Abdullah lives in one of
his many palaces; the entire royal family, with its 6,000
princes, lives here.
The desert blooms
On the outskirts of Riyadh, the King Abdullah Financial
District also continues to grow. Countless numbers of
cranes are seen against the clear-blue sky, trucks kick up
dust and thousands of construction workers sweat in the
dry desert heat.
60,000 foreign labourers work virtually round the
clock to make the desert bloom. The Saudi government
accounts for the financing, approximately SEK 70 billion,
just for starters.
In the stony and dry landscape, more than 40 new
skyscrapers now under construction are intended to
house banks, insurance companies and provide residential
housing. Parks, roads, stores, schools and hotels are
also being built.
In the blueprints that civil engineer Mazen Kassas of
the Saudiexpo construction company shows us, the new
city section looks like a future dream in some sciencefiction
movie.
“And everything is scheduled for completion by
year-end 2011,” says Mazen Kassas. “No excuses will be
accepted in the event of delays.”
enormous demand
Similar construction projects are in progress throughout
Saudi Arabia. With a population that is predominantly
under 25 years of age, the need for new housing, schools
and hospitals is enormous. In the capital city alone,
30,000 new apartments are built every year. By year 2014,
more than one million new homes will be built across
the country.
With its enormous oil assets – one-fourth of the
world’s oil reserves – Saudi Arabia has undergone very
rapid development. And during the next 15 years, infrastructure
investments are estimated at a mind-boggling
total of more than USD 1,000 billion.
And despite the global financial crisis, economic
activity in the country continues to expand. Today, Saudi
Arabia has by far the largest economy in the Middle East
and is the only Arabian member-country of the G20.
22 Timber!
Amer Nasir Al-Harthi, Sales Manager of Al Muhaidib,
anticipates a continued strong market for sawn
timber products.
Very large volumes of building materials
are required to meet the needs of the country’s
new infrastructure, including sawn
timber that is used for moulds, scaffolding,
carpentry and furniture.
Timber imports, therefore, have risen
sharply to more than one million cubic
metres today, one-third of which comes from
Sweden.
Uni4 Marketing, a sales company owned
jointly by SCA, Holmen, Södra and Martinsson,
has been active in North Africa and the
Middle East for many years.
Through its Beirut-based sales organisation
UniRetsScantim, annual volumes from
Uni4 to Saudi Arabia have risen from 5,000
cubic metres in 1992 to 120,000 cubic metres
today.
“We have the strongest customers in the
Saudi market,” says Carl-Henrik Sandström,
senior adviser at Uni4. “And since 2009, we
are the largest single supplier of redwood to
Saudi Arabia.”
good relations
Pierrot Diranio, President of UniRetsScantim,
says his strong organisation and the
large volumes of sawn timber that Uni4’s
owners represent are one of the main reasons
for the increasingly regular deliveries to the
port in Jeddah. “The customers want to feel
secure,” he explains.
“Long-term relations, knowledge of the
Arabian business culture and high-quality
Swedish timber is processed in small
woodworking shops to produce furniture
and window and door frames.
products are also important factors,”
Peirrot Dirani summarises.
In the port city of Jeddah, airconditioned
cars dominate the
broad avenues. On the outskirts
of the city, there are constant reminders
of the desert landscape
reflected in a thin layer of dust
that covers almost everything.
Full-speed ahead in the port
From the port, Jeddah Islamic
Port, trucks with containers
loaded with timber drive away
on their way to the timber
yards along Mekka Road. The
containers are filled with timber
that was protected during the
sea voyage and is delivered free
from any transport damages.
Many of the country’s
large timber importers have
warehouses along this road,
including Mokbel Al Khalaf,
International Timber, Sattra National
Timber and Al Fozan, all
of which also have branch offices
throughout the country.
Over sweet tea or cardamomspiced
coffee with dates served

efits Swedish timber exports
The King Abdullah Financial District is expanding on the outskirts of Riyadh, highlighted by more than 40 high-rise buildings intended for banks, insurance companies
and residential housing.
as snacks, we met the local managers and
purchasers. Courtesies and business cards
are exchanged. Pierrot Dirani conducts a
non-stop discussion about prices, lengths
and qualities.
“Long board lengths that provide
enough timber for all parts of door frames
are the most popular,” says Pierrot during a
break. 3, 3.60, 4.20...
intensive discussions
The laptops and folders were soon brought
out, mobile telephones kept ringing to
nobody’s embarrassment, the pitch became
higher and the gestures flowed. The time
passed. English was soon abandoned as
Pierrot Dirani and our hosts starting speaking
Arabic.
Eventually, it all came to a close with a
general feeling of brotherhood. Kisses on
the check were exchanged, eternal friendship
was guaranteed and an extravagant
lunch was served as the conclusion of the
meeting.
“But if just one word is misunderstood,
we start all over again from the beginning,”
says Pierrot.
At every office we visit, the same picture
is painted – the Saudi timber market has
been favourable for many years, with large
numbers of major construction projects that
consume large volumes of materials. And
the future outlook for timber exports to the
country is bright.
And out in the small woodworking
shops on the outskirts of Riyadh, where a
large part of the Swedish timber is used to
make furniture, window and door frames to
meet the needs of the growing population,
price and quality are the ultimate factors
that decide from which supplier the raw
material is purchased.
“And it’s sawn timber in lengths that
minimise waste,” summarises Pierrot
Dirani. Only a few months later, however,
the situation throughout the region changed
dramatically by the upheavals in Egypt and
Tunisia, unrest in many other countries and
a full-scale war in Libya.
Anders Marklund, President of Uni4,
says that countries in North Africa and the
Middle East were naturally impacted by
the events, and they are now in a period
of nervous waiting during which, on one
hand, they are optimistic about the future
but, on the other hand, there is concern
over how the controlling authorities will be
formed and perform.
TExT AND PHOTOS: MATS WIGARdT
Facts Saudi Arabia
• Population: 28 million, including
about 6 million foreign labourers.
• Head of State: King Abdullah bin
Abdul Aziz Al Saud
• Government: Absolute Monarchy
• Economy: Saudi Arabia is the
largest economy in the Middle East
and the only Arab member country
of G20. The country is Sweden’s
most important trade partner in
the Middle East, with Swedish
exports of approximately SEK 10
billion. IKEA and H&M are both
represented in the country, as well
as Volvo Trucks and Tetra Pak.
• Uni4 sold approximately 540,000
cubic metres of sawn timber to
North Africa and the Middle East
in 2010. Egypt accounted for about
230,000 cubic metres, Algeria
120,000 cubic metres and Saudi
Arabia 120,000 cubic metres. Other
markets include Morocco, Libya,
Tunisia and Yemen. About 140,000
cubic metres of sawn timber from
Södra was sold in the region during
2010.
Timber! 23

The mark of responsible forestry
CU-COC-812799
© 1996 Forest Stewardship Council A.C.
24 Timber!
Welcome to contact
Södra Timber
SALES AND MARKETING DIRECTOR
Eva Thunholm tel +46 470-856 40, fax +46 470- 892 19
eva.thunholm@sodra.com mob +46 070-510 92 40
USA/UK/IRELAND
Magnus Fransson, Sales Area Manager tel +46 120-292 91
magnus.fransson@sodra.com mob +46 70-695 25 41
Mats Wernersson tel +46 470-892 84, fax +46 470-892 19
mats.wernersson@sodra.com mob +46 70-630 12 04
Peter Örtegren tel +46 340-62 82 70, fax +46 340-62 82 65
peter.ortegren@sodra.com mob +46 70-540 80 77
NETHERLANDS/GERMANy/DENMARK/BELGIUM
Ted Wilhelmsson, Sales Area Manager tel +46 470-857 39
ted.wilhelmsson@sodra.com mob +46 70-556 92 27
Frank Lund Larsen
frank.larsen@sodra.com
tel +45 2637 53 00, fax +45 4848 82 00
Wolf-Peter Petersen tel +49 4171 606 910, fax +49 4171 66 76 66
woppe@sodra.com mob +49 171 652 29 39
SWEDISH CONSTRUCTION/HOUSE INDUSTRy/NORWAy
Lars Lövebrant tel +46 486-442 03
lars.lovebrant@sodra.com mob +46 70-222 05 03
Magnus Lindquist tel +46 494-790 34
magnus.lindquist@sodra.com mob +46 70-605 26 92
Jonny Månsander
jonny.mansander@sodra.com
mob +46 76-833 18 99, fax +46 44-23 83 13
Knut Weisser-Svendsen
Knut.w-svendsen@sodra.com
tel +47 4146 90 25
SWEDISH INDUSTRy/NORTH AFRICA/MIDDLE EAST/SOUTHERN EUROPE/ASIA
Magnus Angsås, Sales Area Manager tel +46 470-892 83, fax +46 470-892 19
magnus.angsas@sodra.com mob +46 70-601 31 04
Magnus Elovsson tel +46 120-292 03, fax +46 120-292 10
magnus.elovsson@sodra.com mob +46 70-635 92 12
Joacim Sjöberg tel +46 474-606 76, fax +46 474-606 87
joacim.sjoberg@sodra.com mob +46 70-398 93 76
OUR CUSTOMER SERVICE IS ALWAyS STANDING By TO PROVIDE ASSISTANCE
Pernilla Gustafsson, Manager of Customer Services,
tel +46 470-899 11, mob +46 70-227 42 91
Orders: butikernasbutik@sodra.com
Contact us on:
E-mail: kundservicetimber@sodra.com
Tel: +46 470-899 10
Fax: +46 470-89915
PEFC/05-32-20 (Södra Timber)