Strawberry’s New Venture: Lynra to Solve Industry’s Greatest Bottleneck

The Nordic industrial sector is facing a critical bottleneck: the lack of high-quality housing for the required workforce. Now, Petter Stordalen’s Strawberry Group is launching a new company, Lynra. By combining climate-smart modular construction with "hotel DNA," Lynra aims to challenge the traditional industrial services market, targeting a billion-kronor turnover within five years.

The industrial expansion in the Nordics requires thousands of new employees—a diverse group gathered from all corners of the world. Despite their differences, they share a common desire: they do not want to live in a shack. This is the starting point for Lynra, a dedicated business arm born from the need for large-scale housing solutions for industrial projects. With 2,200 rooms already contracted and another 5,000 under negotiation, the company is hitting the ground running.

"If the Nordic region is to win the global battle for talent, we must offer more than just a job—we must offer a life. The bottleneck for major industrial projects is no longer technology; it is the lack of dignified housing. Lynra is our answer to that challenge," says Petter Stordalen.

The venture is led by CEO Mattias Stengl. The 35-year-old began his career as a carpenter in Värmland but has since become one of Petter Stordalen’s most trusted innovators, having created the successful Hobo hotel concept and turned Företagsbostäder into a profitable business.

"Major industrial investments aren't primarily about machines; they are about the people who get them in place. Many of them are far from home, often in vulnerable or isolated situations. That’s why we are replacing traditional industrial housing with human hospitality. By introducing service and a hotel mindset, we create living environments where people actually want to be—because we are convinced that well-being is the key to both healthy employees and successful projects," says Mattias Stengl.

Challenging the industrial services market with safety and service
Lynra enters as a challenger in the Facility Management market. By adding safety, social interaction, and a level of hospitality rooted in the hotel industry, Lynra aims to redefine the standard for those working within the "new industry."

"Traditional providers are experts in processes, but we are experts in people. The industry needs both, but so far, they have only been offered one. Why should an engineer in Kiruna have a lower standard of living than a consultant in Stockholm? We are erasing that gap and offering housing with a soul," Stengl continues.

From historical losses to aggressive expansion
The launch of Lynra follows a successful turnaround of sister company Företagsbostäder. Despite a previous accumulated loss of a quarter-billion SEK, that company is now "in the black." The experience from that turnaround is now being integrated into the new venture.

Together, the group is expected to reach a turnover of over half a billion SEK during 2027. Lynra plans to employ over 100 people by 2027, a figure expected to more than double by 2028.

Focus on sustainability and flexibility
Through partnerships with leading developers of climate-smart and flexible modules, Lynra creates homes that can be scaled up or down in line with project needs.

• Circular Mindset: When a project concludes, the modules can be moved and reused at a new location.
• Economic Benefit: When employees thrive in their housing, staff turnover decreases, saving industrial companies millions in recruitment costs.

For further information, please contact:
Mattias Stengl, CEO Lynra, +46 70 216 54 71