Far from standard

What Far from standard does

Far from standard AB is a privately-held, founder-led PR and communications agency headquartered in Stockholm, Sweden, operating under a single legal entity with multiple registered sub-brands. Founded around 1998 (the firm's own website references more than 25 years of industry experience) and led by Owner/CEO Åsa Ragnarsson, the company provides B2B professional services across three core delivery lines: content creation (social media, film, print, web, newsletters, podcasts), public relations (product launches, media relations, strategic advice, media training, crisis communication), and events (conferences, seminars, trade shows, experiences). The agency markets a proprietary methodology called 'The Dragonfly Effect' built around four components (Focus, Attention, Engagement, Action) and uses a direct, sales-led go-to-market that leverages Åsa Ragnarsson's personal network built over 25+ years in the industry. Revenue model is professional services, quote-based and project-specific, with no publicly disclosed pricing.

The firm serves clients across seven vertical segments: architecture, design & interior; urban planning & real estate; building materials; cleantech; experiences; and animal health. Alongside the core PR agency, Far from standard has diversified into a portfolio of related ventures operated as wholly-owned sub-brands: Pure Paca (premium bedding and interior products made from Swedish alpaca wool, formally a subsidiary company), Far from standard Alpaca (an alpaca farm positioned as the agency's experiential events arm), Trädtältskolonin (a tech-free tree-tent conference concept for up to eight people), Far from standard BuildTech (installation and construction consulting led by Fredrik Holmgren), and the FLUFF children's book series (published in collaboration with illustrator Gun Jacobson). An additional innovation arm called Far from standard Beyond is positioned to incubate further ventures beyond core PR services.

Operationally, the company is small (6 total employees, with 3 named core team members: Åsa Ragnarsson, Anna Durling as Content Manager, and Evelina Wirne as Project Manager), bootstrapped with no external funding rounds disclosed, and uses a regional Nordic/Scandinavia focus with claimed international network reach. No technology platform, AI/ML capability, app, API, or proprietary software is part of the offering; delivery is human-driven. The firm received the 'Branschvinnare svensk 2025' industry award from Svensk PR, and holds UC and other Swedish business credibility certifications (organisation number 556696-4325).

Name

Far from standard

Legal name

Far from standard AB

Website

https://farfromstandard.se

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Far from standard AB is a Stockholm-based, founder-led PR and communications agency offering content, media relations and event services to B2B clients across architecture, real estate, building materials, cleantech, experiences and animal health verticals, alongside a portfolio of sub-brands in consumer products and experiential offerings.

Ownership category

akta.pro rank

Product category

Public Relations Services

NAICS

Public Relations Agencies (54182), Public Relations Agencies (541820)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Technology & B2B PR (MPAAADAC)

akta.pro secondary industries

Technology & B2B PR (BPAFADAI), B2B/ABM Creative Agencies (MPAAAAAI)

Keywords

• Public relations
• Communications consulting
• Media relations
• Content production
• Event management

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. PR and Communications Services: Professional services revenue from PR, content creation, events, and communications consulting delivered to B2B clients across multiple industry verticals.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Far from standard AB is a Stockholm-based PR and communications agency that sells strategic public relations, media relations, copywriting, content production, and event management services to B2B clients in architecture, design, real estate, building materials, cleantech, experiences, and animal health. Beyond agency services, the firm also sells proprietary content products (the children's book series Böckerna om FLUFF), operates experiential offerings (Trädtältskolonin tree-tent conference and alpaca farm experiences), and runs the Far from standard BuildTech construction/installation consultancy.

Product overview

Far from standard is a PR and communications agency that operates as a multi-brand portfolio. The core offering consists of PR and communication services (content creation, media relations, event management). This core is complemented by several sub-brands and ventures: Pure Paca (premium alpaca wool bedding and interiors), Far from standard Alpaca (alpaca farm experiences as events), the FLUFF children's book series, Trädtältskolonin (tech-free tree tent conferences), and BuildTech (construction consulting). The company serves clients across architecture, design, real estate, building materials, cleantech, experiences, and animal health sectors.

Differentiator

Problem solved

Functional benefit

Brands

• Pure Paca: Premium brand for manufacturing bedding and interior details made of Swedish alpaca wool
• Far from standard Alpaca
• Far from standard BuildTech
• Trädtältskolonin
• Böckerna om FLUFF
• Far from standard Beyond

Products and services

• PR and Communications Services Strategic public relations, media relations, copywriting, content production, and event management delivered to Swedish and Nordic B2B clients in architecture, design, real estate, building materials, cleantech, experiences, and animal health.
• Pure Paca Alpaca wool products and alpaca-related experiences produced and operated by Far from standard, combining consumer product sales with on-site farm visits for visitors interested in animal welfare and sustainable fibers.
• Far from standard Alpaca Alpaca farm visits and animal welfare experiences operated by Far from standard, available to consumers, families, and corporate groups.
• Böckerna om FLUFF (FLUFF book series) A series of children's books authored and produced by Far from standard, sold through retail and direct channels and used as a branded storytelling platform for the agency and its clients.
• Trädtältskolonin A tree-tent-based conference and off-site event concept run by Far from standard, offered to corporate clients and groups as a distinctive venue for meetings, retreats, and creative sessions.
• Far from standard BuildTech A construction and installation consultancy practice operating under the Far from standard brand, serving clients in the building materials and built-environment sectors with project support beyond communications.

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Gun JacobsonminorStrategic or Co-development PartnerCollaboration with renowned children's book author and illustrator Gun Jacobson to publish the FLUFF children's books about a little alpaca. Far from standard handles publishing and brand development.

Scale indicators1 record

Recent moves9 records

Expansion highlights5 records

Direct peers

• Westander: Swedish PR and communications agency specializing in B2B and public affairs, with comparable service lines including media relations, content, and strategic communications for corporate clients.
• Hallvarsson & Halvarsson: Stockholm-based B2B PR and communications agency serving corporate clients across the Nordics, offering strategy, media relations, and content services comparable to Far from standard's core offering.
• Narva: Stockholm-based communications consultancy offering PR, content, and strategic communications for B2B clients, directly comparable to Far from standard in scale and service mix.
• Spotlight PR: Swedish PR and communications boutique with comparable size and B2B focus, offering media relations, content, and event services to corporate clients.
• Mindset: Swedish PR and communications agency serving B2B and consumer clients with services in media relations, content production, and events — overlapping significantly with Far from standard's offering.
• Mikado: Stockholm-based PR and communications agency serving B2B clients with media relations, content, and event services — a comparable boutique peer in the Swedish market.
• Aspekta: Stockholm-based PR and corporate communications agency providing strategic communications, media relations, and content services to B2B clients in the Nordics.

Broad incumbents

• Kreab: Major global Nordic-headquartered communications and public affairs consultancy offering PR, public affairs, and capital markets communications — a much larger incumbent that competes for the same enterprise B2B PR budgets.
• Geelmuyden Kiese: Large Scandinavian communications consultancy with operations in Sweden and Norway, providing PR, public affairs, and content services across multiple verticals — overlapping with Far from standard at the upper end of the B2B segment.

Emerging players

• Sprida: Swedish communications and PR agency offering content, media relations, and strategic communications services to Nordic B2B clients — comparable in positioning if slightly different in scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/far-from-standard-ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 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 Far from standard