AB Rydens is a lighting company focused on indoor lighting with the motto of creating more beautiful environments. The company has existed since 1958. The office and showroom are located in Gnosjö, but there are also showrooms and a meeting place in Stockholm. The brand is called By Rydens and is today established primarily in the Scandinavian market with retailers and e-retailers), but also with several large retailers in Europe. (exp XXXL Lutz, Westwing). They are also located with showrooms and offices in Arnsberg, Germany, and Kjoller near Oslo in Norway. By Rydens also has offices and showrooms in Hong Kong (here they work mainly with suppliers and logistics, and in Dongguan, China (here mainly work inspectors who do quality checks). Since a year ago, the company has a webshop in Germany. Easy Engineering: What are the main areas of activity of the company? AB Rydens: We work mainly with the sale of interior lighting to the consumers and we do also support a large number of retailers all over Europe. Every year, most collections are created with trendy lighting that will suit everyone from the modern to the stylish consumer. Over 90% of our lighting is produced in Asia. We have most designers attached to us in Scandinavia E.E: What’s the news for 2020 about new products? AB Rydens: In week 36 we will launch this autumn’s new collection, which consists of both products in natural materials but also glass in series that consisting of both ceilings, floors and table lamps. We are also launching several new lamps by designer Åsa Gessle (known in Sweden as the wife of Per Gessle in the band Roxette) 7 lamps with different characters and a design language that speaks faith in the future, peace on earth and “of course we can” The duo WIS Design also offers a series called Daisy which brings to mind brass and the 60’s. E E: What are the ranges of traded products? AB Rydens: Designed and trendy lighting for home environments. E.E: At what stage is the market where you are currently active? AB Rydens: A changing world where we are greatly affected by increased raw material costs, sky-high shipping prices and container shortages, as well as the effects of post covid, not least in China. Therefore, things are taking a little longer right now, but our idea is to expand and open trade to the consumer not only in Germany but also in other parts of Europe soon. E.E: What can you tell us about market trends? AB Rydens: Just as I said above, we are greatly affected by what is happening in the world in the form of covid and closed ports, but also that we have a war in Europe. We need to look at new markets in Europe to reduce lead times for products, among other things It has not been possible to visit suppliers to the same extent as before due to covid and therefore the product range has suffered, but we are still lucky to have companies in China and thus still have the opportunity to develop products. E.E: What are the most innovative products marketed? AB Rydens: We have two products that have gone incredibly well and it is the Gross series and Hayden that we designed ourselves. Gross is available as both a plafond and a ceiling lamp in several sizes and colors. Hayden is also a series in gold or black that is available both as a ceiling lamp and a wall and floor lamp (I will send you pictures of these two models). E.E: What estimations do you have for 2021? AB Rydens: We hope that covid does not have new major outbreaks and that sea freight will stabilize in Asia. In this way, it enables us to re-develop products and to provide the consumer with fresh news.