"Don’t be afraid. Never look back. Learn from your mistakes."


Jonas Sandström works and lives as he preaches. Born and bred in Stockholm, Jonas has been an entrepreneur since his early teens. Fearless, bold and creative, his career spans the industries that make life interesting and beautiful: health, travel, food and interior design.

As a serial entrepreneur with a keen eye for future consumer trends he has successfully established, owned and managed several companies in Stockholm, Sweden and Cape Town, South Africa. His portfolio of companies includes 3 training/health centres, 7 restaurants, 3 guest houses and a travel business.

His consultancy career includes projects with the upmarket food, clothing and decor retail brands of Ahlens, Hemköp and Woolworths. In 2012, he was recruited for the creation of Mood Galleria, an exclusive shopping mall in central Stockholm.

Jonas has hosted several interior design TV shows on Swedish Television like Äntligen Hemma and Superskaparna. He holds marketing and advertising qualifications from RMI Berghs and is also a qualified cultural tourist guide, wellness consultant and personal trainer.

True to his inquisitive and adventurous nature, Jonas toggles life between Sweden and South Africa. He currently owns three businesses: Koloni (Skansen), Gonana Travel and Gonana Guesthouse. These provide ample opportunity to test new concepts, track trends and be inspired by new ideas and people, together with his staff and managers.

CREATIVE CONCEPT DEVELOPER


”Don’t be afraid. Never look back. Learn from your mistakes.”


Jonas Sandström works and lives as he preaches. Born and bred in Stockholm, Jonas has been an entrepreneur since his early teens. Fearless, bold and creative, his career spans the industries that make life interesting and beautiful: health, travel, food and interior design.

As a serial entrepreneur with a keen eye for future consumer trends he has successfully established, owned and managed several companies in Stockholm, Sweden and Cape Town, South Africa. His portfolio of companies includes 3 training/health centres, 7 restaurants, 3 guest houses and a travel business.

His consultancy career includes projects with the upmarket food, clothing and decor retail brands of Ahlens, Hemköp and Woolworths. In 2012, he was recruited for the creation of Mood Galleria, an exclusive shopping mall in central Stockholm.

Jonas has hosted several interior design TV shows on Swedish Television like Äntligen Hemma and Superskaparna. He holds marketing and advertising qualifications from RMI Berghs and is also a qualified cultural tourist guide, wellness consultant and personal trainer.

True to his inquisitive and adventurous nature, Jonas toggles life between Sweden and South Africa. He currently owns three businesses: Koloni (Skansen), Gonana Travel and Gonana Guesthouse. These provide ample opportunity to test new concepts, track trends and be inspired by new ideas and people, together with his staff and managers.

CREATIVE CONCEPT DEVELOPER

"Don’t be afraid. Never look back. Learn from your mistakes."


Jonas Sandström works and lives as he preaches. Born and bred in Stockholm, Jonas has been an entrepreneur since his early teens. Fearless, bold and creative, his career spans the industries that make life interesting and beautiful: health, travel, food and interior design.

As a serial entrepreneur with a keen eye for future consumer trends he has successfully established, owned and managed several companies in Stockholm, Sweden and Cape Town, South Africa. His portfolio of companies includes 3 training/health centres, 7 restaurants, 3 guest houses and a travel business.

His consultancy career includes projects with the upmarket food, clothing and decor retail brands of Ahlens, Hemköp and Woolworths. In 2012, he was recruited for the creation of Mood Galleria, an exclusive shopping mall in central Stockholm.

Jonas has hosted several interior design TV shows on Swedish Television like Äntligen Hemma and Superskaparna. He holds marketing and advertising qualifications from RMI Berghs and is also a qualified cultural tourist guide, wellness consultant and personal trainer.

True to his inquisitive and adventurous nature, Jonas toggles life between Sweden and South Africa. He currently owns three businesses: Koloni (Skansen), Gonana Travel and Gonana Guesthouse. These provide ample opportunity to test new concepts, track trends and be inspired by new ideas and people, together with his staff and managers.

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ASSIGNMENTS AND CLIENTS


At Ahlens, a chain of 57 department stores in Sweden and Norway, Jonas held the positions of Head of Food, Service & New Business and Business Area Manager in the Business Board. He was responsible primarily for new business.

Concept developer for Kitchens & Stores at Hemköp, Sweden’s largest fresh food retailer with 180 stores countrywide. Jonas was responsible for Hemköp's concept stores including product groupings, interior design, store layout, food and kitchen development.

Concept developer for MOOD Stockholm. This 17000m² prime space in the middle of Stockholm needed to compete with other shopping malls in the area. Jonas was recruited to develop the idea, the brand, the choice of stores, the layout of the public spaces and the range of restaurants available.

Consultant to the municipality of the coastal city of Sundsvall in Sweden. In this role Jonas was tasked with marketing the destination and increasing tourism by advising on the city’s marketing messaging, improving pedestrian areas and deciding on choice of stores and restaurants.

Consultant and change manager at Siggesta Gård, a weekend holiday destination and conference venue outside Stockholm. Set on a rural farm property, Jonas was responsible for the concept, marketing message and organizational structure of the locale.

Concept manager for Foodflix/Zodiac Television cooperation. This project between the online platform for food delivery, Foodflix and Zodiac Television involved the live airing of cooking sessions and subsequent on-demand delivery of menu ingredients.

As consultant and advisor to Woolworths South Africa, Jonas assisted this upmarket retail chain to identify consumer trends and adapt product assortment, food packaging and food concepts to suit the market.

See here a showcase of some of his projects.

ASSIGNMENTS AND CLIENTS


At Ahlens, a chain of 57 department stores in Sweden and Norway, Jonas held the positions of Head of Food, Service & New Business and Business Area Manager in the Business Board. He was responsible primarily for new business.

Concept developer for Kitchens & Stores at Hemköp, Sweden’s largest fresh food retailer with 180 stores countrywide. Jonas was responsible for Hemköp's concept stores including product groupings, interior design, store layout, food and kitchen development.

Concept developer for MOOD Stockholm. This 17000m² prime space in the middle of Stockholm needed to compete with other shopping malls in the area. Jonas was recruited to develop the idea, the brand, the choice of stores, the layout of the public spaces and the range of restaurants available.

Consultant to the municipality of the coastal city of Sundsvall in Sweden. In this role Jonas was tasked with marketing the destination and increasing tourism by advising on the city’s marketing messaging, improving pedestrian areas and deciding on choice of stores and restaurants.

Consultant and change manager at Siggesta Gård, a weekend holiday destination and conference venue outside Stockholm. Set on a rural farm property, Jonas was responsible for the concept, marketing message and organizational structure of the locale.

Concept manager for Foodflix/Zodiac Television cooperation. This project between the online platform for food delivery, Foodflix and Zodiac Television involved the live airing of cooking sessions and subsequent on-demand delivery of menu ingredients.

As consultant and advisor to Woolworths South Africa, Jonas assisted this upmarket retail chain to identify consumer trends and adapt product assortment, food packaging and food concepts to suit the market.

See here a showcase of some of his projects.

 

ASSIGNMENTS AND CLIENTS


At Ahlens, a chain of 57 department stores in Sweden and Norway, Jonas held the positions of Head of Food, Service & New Business and Business Area Manager in the Business Board. He was responsible primarily for new business.

Concept developer for Kitchens & Stores at Hemköp, Sweden’s largest fresh food retailer with 180 stores countrywide. Jonas was responsible for Hemköp's concept stores including product groupings, interior design, store layout, food and kitchen development.

Concept developer for MOOD Stockholm. This 17000m² prime space in the middle of Stockholm needed to compete with other shopping malls in the area. Jonas was recruited to develop the idea, the brand, the choice of stores, the layout of the public spaces and the range of restaurants available.

Consultant to the municipality of the coastal city of Sundsvall in Sweden. In this role Jonas was tasked with marketing the destination and increasing tourism by advising on the city’s marketing messaging, improving pedestrian areas and deciding on choice of stores and restaurants.

Consultant and change manager at Siggesta Gård, a weekend holiday destination and conference venue outside Stockholm. Set on a rural farm property, Jonas was responsible for the concept, marketing message and organizational structure of the locale.

Concept manager for Foodflix/Zodiac Television cooperation. This project between the online platform for food delivery, Foodflix and Zodiac Television involved the live airing of cooking sessions and subsequent on-demand delivery of menu ingredients.

As consultant and advisor to Woolworths South Africa, Jonas assisted this upmarket retail chain to identify consumer trends and adapt product assortment, food packaging and food concepts to suit the market.

See here a showcase of some of his projects.

READ MORE
 
 

COMPANIES OWNED BY JONAS

COMPANIES OWNED BY JONAS


Gonana Guest HouseGonana Guest House

Gonana Guesthouse is situated in a small, picturesque fishing village on the west coast of South Africa. A small farm house, it has been completely renovated, extended and transformed into a 7-room home away from home. This beachfront guest house is the culmination of all of Jonas’s experience and passion for creating beautiful spaces that are rich in detail, considerate of the environment and mindful of local produce and staff.


KoloniKoloni

Koloni is a small organic restaurant in Skansen, the world's oldest open-air museum situated in Stockholm. One of seven restaurants originally started by Jonas, these concept restaurants are all located close to Swedish cultural landmarks and bring to life Swedish natural simplicity and ideals. They all sell organic and locally sourced food, served to high environmentally friendly standards.


Gonana TravelGonana Travel

Gonana Travel was born in 2002 to cater to enquiries from guests at Jonas’s first guest house. Welcoming winter-weary guests from Europe, many wanted ideas on where to go and what to see. This led to the idea of opening a tourism company that would promote hand-picked establishments and activities to cater to the values and standards of his European clientele. The common themes of quality, simplicity and local gems have prevailed even here. Jonas and his team have welcomed independent travelers, families and celebrities alike to experience the beauty of South Africa.

COMPANIES OWNED BY JONAS


Gonana Guest HouseGonana Guest House

Gonana Guesthouse is Jonas’s newest venture within the tourism sector in South Africa. It is situated in a small, picturesque fishing village on the west coast of South Africa.

A small farm house, it has been completely renovated, extended and transformed into a 7-room home away from home. This beachfront guest house is the culmination of all of Jonas’s experience and passion for creating beautiful spaces that are rich in detail, considerate of the environment and mindful of local produce and staff.




KoloniKoloni

Koloni is a small organic restaurant in Skansen, the world’s oldest open-air museum situated in Stockholm.

One of seven restaurants originally started by Jonas, these concept restaurants are all located close to Swedish cultural landmarks and bring to life Swedish natural simplicity and ideals. They all sell organic and locally sourced food, served to high environmentally friendly standards.




Gonana TravelGonana Travel

Gonana Travel was born in 2002 to cater to enquiries from guests at Jonas's first guest house.

Welcoming winter-weary guests from Europe, many wanted ideas on where to go and what to see. This led to the idea of opening a tourism company that would promote hand-picked establishments and activities to cater to the values and standards of his European clientele. The common themes of quality, simplicity and local gems have prevailed even here. Jonas and his team have welcomed independent travelers, families and celebrities alike to experience the beauty of South Africa.



 
 
 
 
 
 

BUSINESS VALUES


”Love entrepreneurs. Support local. Empower women.”


As an early adapter and skilled trendspotter, Jonas enjoys finding new opportunities for himself, his businesses and his clients. He’s always on the look out for the next trend, the next pattern of behavior, the next step ahead. This curiosity keeps his work fresh, interesting and modern, and is always considerate of societal and environmental needs.

Of particular interest are female brands and local entrepreneurs in the areas of lifestyle and health. As a serial entrepreneur, Jonas likes to support other entrepreneurs in their endeavors. Female empowerment is important to him, as is equal pay for equal work.

In the corporate space, Jonas is constantly striving to do better, and is not afraid to question how things are done.

He is passionate about retail and sales and is unafraid to try new things.

Jonas is a philanthropist at heart and enjoys helping people in need.

He lives his dreams and encourages others to do the same.

 
 
 

BUSINESS VALUES


”Love entrepreneurs. Support local. Empower women.”


As an early adapter and skilled trendspotter, Jonas enjoys finding new opportunities for himself, his businesses and his clients. He’s always on the look out for the next trend, the next pattern of behavior, the next step ahead. This curiosity keeps his work fresh, interesting and modern, and is always considerate of societal and environmental needs.

Of particular interest are female brands and local entrepreneurs in the areas of lifestyle and health. As a serial entrepreneur, Jonas likes to support other entrepreneurs in their endeavors. Female empowerment is important to him, as is equal pay for equal work.

In the corporate space, Jonas is constantly striving to do better, and is not afraid to question how things are done.

He is passionate about retail and sales and is unafraid to try new things.

Jonas is a philanthropist at heart and enjoys helping people in need.

He lives his dreams and encourages others to do the same.


BUSINESS VALUES


”Love entrepreneurs. Support local. Empower women.”

 

As an early adapter and skilled trendspotter, Jonas enjoys finding new opportunities for himself, his businesses and his clients. He’s always on the look out for the next trend, the next pattern of behavior, the next step ahead. This curiosity keeps his work fresh, interesting and modern, and is always considerate of societal and environmental needs.

Of particular interest are female brands and local entrepreneurs in the areas of lifestyle and health. As a serial entrepreneur, Jonas likes to support other entrepreneurs in their endeavors. Female empowerment is important to him, as is equal pay for equal work.

In the corporate space, Jonas is constantly striving to do better, and is not afraid to question how things are done.

He is passionate about retail and sales and is unafraid to try new things.

Jonas is a philanthropist at heart and enjoys helping people in need.

He lives his dreams and encourages others to do the same.

READ MORE