Setra strengthens market organisation

Setra is strengthening the market and sales organisation for sawn products with Lisa Olofsson as new customer service manager and Flora Chen as new sales representative in China.

"It feels really good to be able to present two new and highly competent employees in our market organisation," says Olle Berg, Market Director at Setra.

"Customer service is the hub of our sales work and we are convinced that Lisa Olofsson can provide the necessary expertise for the future development of our service and administration," says Berg.

"China is a growing market for Swedish wood products and for Setra. Having local representation in place is strategically important for the development of our business," Berg continues. "Flora Chen is familiar with both the Chinese market and the Swedish sawmill industry and we are very pleased to have been able to attach her to us."

Lisa Olofsson will be a new customer service manager within the market organisation for wood products. Lisa has a B.Sc. in industrial engineering and for the past six years has worked with logistics, project management and as a team leader within Panalpina, one of the world's leading providers of supply chain solutions. Lisa will take up her position on 13 January 2024 and be located at Setra Kastet in Gävle.

Flora Chen will become Setra's sales representative in China on 1 December 2013. Flora is currently with Business Sweden and will continue to share premises with them in Guangzhou in southern China. Flora has worked with Swedish companies in Business Sweden since 2006 and also carried out several assignments for Setra. She has a sound education in economics and trade and has also studied CSR and sustainability issues in England.

For further information, please contact:

Olle Berg, Market Director

Telephone: +46 8 705 03 11, mobile: +46 705 31 43 4

Henrik Bertilsson, Sales Manager Asia and New Markets

Telephone: +46 585 485 09, mobile: +46 706 07 34 84

PHOTOGRAPHS of Flora Chen and Lisa Olofsson are available at

Setra is one of Sweden’s largest wood products companies and a leading player in Europe. We offer eco-certified wood products for interiors and construction to customers in the building materials trade and industry. The Group has approximately 1,000 employees and annual sales of approximately SEK 4 billion. Exports to Europe, North Africa, the Middle East and Japan account for almost 60% of sales.


Press contact: Lotta Löwhagen Lundberg,, +46 706 54 13 44