Sture Exhibitions & Events

What Sture Exhibitions & Events does

Sture Exhibitions & Events AB is a Swedish private full-service production agency and general contractor specializing in brand environments, founded in 1945 and headquartered in Järfälla, Stockholm. The company designs, produces, and installs exhibition booths (Mässmonter), event infrastructure, showrooms, interiors, pop-up activations, retail environments, displays, and special 3D branding for enterprise clients, operating from a single integrated production facility branded Sturehuset. All core production capabilities are in-house, including carpentry, CNC machining, painting, welding, metalwork, graphics production, and 3D printing (six printers plus a large-format unit with 24/7 capacity), supplemented by a rental warehouse exceeding 5,000 cubic meters. Operations are managed on a custom-built project and business management system integrated with Visma Business ERP, and the company employs 27+ professionals spanning managing director, marketing and creative directors, senior and project managers, designers, 3D visualizers, CNC operators, graphic production specialists, and event technicians.

The customer base is concentrated among Nordic and international enterprises participating in trade shows, exhibitions, and corporate events, with named logos including BMW, MINI, SCANIA, MEKO/MECA, Storytel, ASSA ABLOY, Cisco, Samsung (via Elkjøp), Xylem, Daikin, FF Kakel, Praktikertjänst, Brandkontoret, Svenskt Trä, GLOBHE, Play'n GO, and LK Systems. Revenue is generated primarily through custom project-based fees for design, production, and installation, supplemented by recurring rental income from the equipment warehouse, logistics and warehousing services, and professional services (consulting, concept development, graphic design, video production). Pricing is quote-based with standard payment terms of 50% at contract signing and 50% on delivery; no public pricing exists.

Go-to-market is sales-led and event-driven, with dedicated key account managers, a [email protected] channel, and active presence at major Nordic and European industry events including Nordbygg, Bokmässan, eCar Expo, Automässan, Hem & Villamässan, ISH Frankfurt, G2E Las Vegas, and GWF Rotterdam. The company is family-influenced (the Sandberg family occupies the Managing Director, Senior Project Manager/VP, and Office Manager roles), holds a Sture™ trademark, has been ISO 14001/EMAS-aligned Miljödiplom-certified since 2015 (and environmentally certified since 2008), and won the 2023 Gyllene Hjulet Silver award for Exhibition of the Year. Sub-brands include Tubbo, a modular cylindrical pop-up structure for year-round outdoor retail and event use.

Name

Sture Exhibitions & Events

Legal name

Sture Exhibitions & Events AB

Website

https://sture.se

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

11–50 employees

Short description

Sture Exhibitions & Events is a Swedish full-service production agency that designs, produces, and installs exhibition booths, event infrastructure, showrooms, interiors, pop-ups, and retail environments for enterprise clients, with integrated in-house carpentry, CNC machining, 3D printing, and graphics production at its Järfälla facility.

Ownership category

akta.pro rank

Product category

Event Production & Exhibition Services

NAICS

Indoor and Outdoor Display Advertising (54185), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540)

akta.pro primary industry

Trade Show & Exhibition Marketing (Booth Design/Build) (MPAAAGAC)

akta.pro secondary industries

Event Production & Technical Services (AV, Lighting, Staging) (BPAFAGAB), Booth Maintenance, Refurbishment & Reuse Programs (THAHAHAM)

Keywords

• Exhibition booth production
• Brand environment design
• Trade show construction
• Event production services
• Retail interior solutions

Headquarters

HQ city

Jakobsberg

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Project-based Production Services: One-time project fees for trade show booths, events, brand environments, showrooms, interiors, pop-ups, displays, and retail installations. Revenue generated through design, production, and installation services.
2. Rental Services: Rental warehouse with over 5000 cubic meters offering building systems, flooring, carpets, furniture, counters, podiums, lighting, AV equipment, and special productions. Recurring rental revenue from multiple clients.
3. Logistics and Warehousing: Storage, maintenance, distribution, and return handling services for client materials. Revenue from logistics coordination and material management.
4. Professional Services: Additional services including consulting, concept development, project management, graphic design, video production, and installation services.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Sture Exhibitions & Events is a full-service production agency and general contractor for brand environments, designing, producing, and installing exhibition booths, event productions, retail and showroom interiors, pop-ups, displays, and 3D branding. All work is delivered from the Sturehuset facility in Järfälla through in-house capabilities spanning carpentry, CNC machining, welding, painting, 3D printing, and graphic production, complemented by a 5,000+ cubic meter rental warehouse for building systems, furniture, and technical equipment. The company also offers the Tubbo modular transparent pop-up structure under a sub-brand.

Product overview

Sture Exhibitions & Events is a full-service production agency and general contractor specializing in brand environments. The company operates from Sturehuset in Järfälla with in-house production capabilities and offers a comprehensive portfolio of physical marketing solutions including exhibition stands (Mässmonter), event production, interior & showroom design, retail environments, pop-up activations, displays, and special productions. Core offerings are supported by in-house capabilities in 3D printing, graphic production, design & CAD services, and a rental warehouse with over 5000 cubic meters of equipment. The company also offers specialized services including roadshows, action marketing, organizer partnership programs, and the Tubbo modular pop-up structure product. With over 80 years of experience since 1945, all services are delivered from concept through production to logistics and establishment.

Differentiator

Problem solved

Functional benefit

Brands

• Tubbo: A flexible, ground-independent pop-up construction consisting of cylindrical transparent modules (3.6m diameter) that can be combined in length from 2 meters to infinity. Features integrated climate control, LED lighting, and can be installed within hours. Used for pop-up restaurants, bars, events, retail, meeting rooms, podcast studios, or mobile showrooms.

Products and services

• Mässmonter (Exhibition Stands) Custom-designed trade show booths and exhibition stands that engage visitors through multi-sensory activation and brand-aligned design. Services include concept development, CAD design, production, rental options, and international delivery for enterprise exhibiting companies.
• Event Production Full-service event production including concept development, content, design, and technical services for corporate events, product launches, conferences, inaugurations, roadshows, and staff events.
• Interiör & Showroom Custom interior design and spatial environments for retail, offices, showrooms, entrances, studios, and public spaces, including exclusive resale of furniture, lighting, and design brands.
• Pop-up Solutions Temporary brand activation spaces deployable in shopping centers, squares, or unexpected locations such as mountains or beaches, including turnkey bars, cafes, info points, and product sampling setups.
• Retail Brand-consistent and scalable retail concepts featuring high quality, optimized customer flows, and exceptional customer experience, covering concept stores, shop-in-shop, pop-up, and display solutions.
• Display Custom display materials including floor displays, shelving systems, campaign displays, POS materials, and customized product displays designed to enhance product visibility and drive sales.
• Specialproduktion (Special Production) Custom-designed special productions and 3D branding using materials including fiberglass, metal, foam, 3D printing, textiles, inflatable, holographic elements, and other unconventional materials.
• Tubbo A flexible, ground-independent pop-up structure consisting of cylindrical transparent modules (3.6m diameter) that can be combined in length from 2 meters to infinity. Features integrated climate control, LED lighting, and can be installed within hours. Used for pop-up restaurants, bars, events, retail, meeting rooms, podcast studios, or mobile showrooms.
• Roadshow Mobile brand experiences delivered to target audiences at selected locations using mobile trailers, buses, trains, boats, or containers, covering concept, design, profiling, logistics, permits, and establishment.
• Hyrlager (Rental Warehouse) Rental warehouse with over 5,000 cubic meters capacity offering building systems, installation floors, carpets, furniture, counters, podiums, rigging, lighting, AV equipment, and special productions available to exhibition companies and direct clients.
• Lager & Logistik (Warehouse & Logistics) Storage and logistics services ensuring materials are updated and ready for next projects, handling everything from large exhibition booths to single display items, including distribution and return handling.

Quantifiable outcome

• Storytel booth won Silver for Årets Expo at Gyllene Hjulet 2023
• +2 more outcomes

Named customers19 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core, minor and flagship.

• Svenskt TräcoreStrategic or Co-development Partner · 1 January 2022Sture is sustainability partner to Svenskt Trä (Swedish Wood) and produced Le Pavillon hexagonal wooden pavilion for H22 City Expo and the Paris installation. The partnership focuses on sustainable building with wood materials and carbon sequestration demonstration.
• Sponsrings- och Event Sverige (Ses.se)minorGTM or Marketing PartnerCorporate member of Sponsrings- och Event Sverige (Ses.se), the Swedish sponsorship and event industry organization.
• OSPI NetworkminorStrategic or Co-development PartnerProud member of OSPI Network, an industry network for exhibition and event professionals.
• LE PACTE ABcoreStrategic or Co-development PartnerLong-term collaboration partner for BMW and MINI exhibition projects at eCarExpo. LE PACTE AB is a creative agency that provides concepts while Sture handles production and installation.
• LIWLIG SwedencoreStrategic or Co-development PartnerProduction partner for LIWLIG Sweden on Praktikertjänst Swedental 2025 project. LIWLIG provides concept and experience content, Sture handles production and establishment.
• FogarolliminorGTM or Marketing PartnerCoffee partner for Brandkontoret Fastighetsmässan 2025 project, providing world-class coffee at the booth.
• JOE & THE JUICEminorGTM or Marketing PartnerSmoothie bar partner for Praktikertjänst Swedental 2025 booth activation.
• BrandEchocoreStrategic or Co-development PartnerCollaboration on Gainomax Åre Ski Week project where BrandEcho handled concept and Sture produced and installed the pop-up bar.
• Creative ChannelscoreStrategic or Co-development PartnerCreative agency for Samsung Elkjøp Campus project. Creative Channels provided project management and creative direction, Sture handled production and installation.
• Kungliga TennishallencoreImplementation/ SI/ Consulting PartnerLong-term venue partnership for BNP Paribas Nordic Open tennis tournament. Sture provides infrastructure, installations, and physical framing while coordinating with venue management.
• BNP Paribas Nordic OpenflagshipStrategic or Co-development PartnerPremium partner and producer of major infrastructure for the tennis tournament for four consecutive years. Handles grandstand sections, VIP boxes, Fine Dining, entrance areas, technical towers, and all physical framing. Relationship described as 'long-term and solid' based on reliable delivery and deep understanding of event ambitions.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Octanorm: German-founded manufacturer of modular aluminum exhibition systems used by booth builders worldwide for reusable modular stands. Directly comparable to Sture's modular building systems offering, though Octanorm is primarily a system supplier where Sture is a full-service integrator combining modular and custom production.
• ProExhibits: Full-service trade show exhibit company delivering custom design, fabrication, and on-site services for enterprise clients across industries including technology, healthcare, and industrial. Comparable in business model to Sture's end-to-end production model for similar B2B customer segments.
• Moss Inc. Exhibit and brand environment company producing custom trade show exhibits, corporate interiors, and event structures for enterprise clients. Comparable to Sture in scope (custom fabrication plus modular reuse), customer segment (enterprise exhibitors), and emphasis on brand-environment integration.
• Hamilton Exhibits: US exhibit and event production company with in-house fabrication delivering custom trade show booths, corporate environments, and museum installations. Comparable to Sture's full-service production approach combining design, fabrication, and on-site services for enterprise brand activations.
• Czarnowski: Long-established exhibit and brand environment producer delivering custom trade show booths, corporate events, and permanent brand installations for enterprise clients. Directly comparable to Sture's combination of custom design, in-house fabrication, and multi-market delivery for large brand clients.
• beMatrix: Belgian-headquartered manufacturer of modular aluminum booth building systems with global partner network for booth construction. Directly comparable to Sture's reuse-driven modular booth philosophy and rental inventory model, though beMatrix supplies tools and parts to builders rather than running full production.
• Expomind AB: Swedish trade show and exhibition company providing booth design and production for Scandinavian enterprise exhibitors. Directly competes with Sture in the same Stockholm-area market and overlap on customer industries like automotive and technology trade shows.
• MKG (Experiences): Experiential marketing and event agency producing trade show activations, brand experiences, and corporate events for enterprise clients. Overlaps with Sture's event production and brand activation services, though typically agency-led with integration of production partners like Sture rather than in-house fabrication.

Broad incumbents

• GES (Global Experience Specialists): Global trade show and event services provider offering exhibit production, logistics, and event management across major exhibitions worldwide. Comparable to Sture as a full-service booth builder and event production partner, but at significantly larger scale with international infrastructure Sture currently accesses only through partners.
• Freeman Company: Large-scale event and trade show production agency serving enterprise exhibitors with design, fabrication, and on-site services. Overlaps with Sture's full-service booth build and event production model but operates a much broader geographic and capability footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sture
• LinkedInlinkedin.com/company/sture
• Instagraminstagram.com/sture.se
• Xx.com/sture

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sture Exhibitions & Events