The company in brief
AdderaCare is a corporate group active within the accessibility sector. The group currently consists of the parent company AdderaCare AB and its five subsidiaries: Trident Industri AB, Kom i Kapp AB, Amajo AS, Erimed International KB and Huka B.V.
Through its subsidiaries, AdderaCare conducts sales to municipalities, county councils and private individuals. Taken all together, the group’s current business activities include the following products and services:
- Ramps for housing adaptations
- Stairs and lifts for people with functional limitations
- Bathroom equipment for people with functional limitations
- Mobility aids for people with special needs
- Sensory stimulation aids
- Sensory rooms
- Sensory furniture
- Vestibular products
- Motor training products – is this really the correct wording+
- Orthopaedic shoes
- Prosthesis and components to prosthesis
AdderaCare’s vision is to acquire profitable companies within the accessibility sector and thereby develop a corporate group that improves the quality of life for people with functional limitations.
Mission and strategy
AdderaCare aims to build up a corporate group consisting of companies within the accessibility sector. The companies create scope for internal business development, and also promote the development of the accessibility sector, leading to improved quality of life for people with functional limitations.
AdderaCare aims to grow through the acquisition of profitable companies with the help of available funds and the distribution of newly issued shares in AdderaCare. Majority shareholders of acquired companies are thus offered shares in AdderaCare.
Increased life expectancy
Sweden’s population is getting older. According to Statistics Sweden (SCB) Sweden is estimated to have a population of 10 million inhabitants as of 2017, and life expectancy is today estimated to be 83.4 years for new-born girls and 79.5 years for new-born boys. SCB estimates that life expectancy will increase and that by 2060 new-born girls will have a life expectancy of 87 years and new-born boys 85 years. What makes increased life expectancy possible is improved living conditions and reduced mortality from cardiovascular disease. This growing number of elderly people also means increased care costs, and since ageing in itself involves physiological deterioration, and potentially chronic diseases, there is an increased need for both health and social care.
AdderaCare was founded with an aim to create a group of profitable companies in the accessibility sector that give people with functional limitations improved quality of life both in the home and out and about. AdderaCare currently has two subsidiaries. Trident Industri AB provides services relating to housing adaptations and sells mobility aids and bathroom equipment. Komikapp sells sensory stimulation products and cognitive aids for people with special needs.
More people cared for at home
AdderaCare’s assessment is that elderly people wish to live and be cared for at home, and that they are now more aware of their own state of health and make greater demands than previously. The board of directors’ assessment is that being fit and healthy and having access to care services are key priorities among the elderly, which is why one of the group’s ambitions is to give people with functional limitations opportunities for an improved quality of life.
According to the World Health Organization, quality of life can be defined as follows:
“…the individual’s perception of their position in life in the context of the culture and value systems in which they live and in relation to their goals, expectations, standards and concerns. It is a broad ranging concept affected in a complex way by the person’s physical health, psychological state, level of independence, social relationships, personal beliefs and their relationship to salient features of their environment.”
Elderly make greater demands
A larger number of elderly people means increased care costs. The fact that elderly people today are more aware of their own state of health and make greater demands has also led to increases in care costs. At the end of the 1950s the proportion of GDP devoted to health and social care was just under 3 per cent. Today the proportion devoted to health and social care is around 9 per cent of GDP. The fact that elderly people today demand more from their care is also highlighted by the fact that the number of hospital admissions has increased, indicating that patients come back more often. It is also noteworthy that the number of visits to primary care (emergency care) is growing, while the number of GP appointments (health centres) is going down. There are thus strong economic incentives that drive the development of home care forward. AdderaCare intends to implement further strategic acquisitions and thereby expand the group’s offering.
Prerequisites for increased quality of life
The board of directors’ assessment is that the increasing number of elderly people is placing higher demands on home adaptations for improved quality of life. The coming elderly generation is used to a different lifestyle and therefore has different preferences. These generate economic forces that can meet the requirements of future elderly people, such as accessibility, high quality and good service. Elderly people today often have a greater willingness to pay than historically in order to get what they want.
The AdderaCare board judges that through being fit and healthy and having access to accessibility aids, elderly people can enjoy a high quality of life. These preferences are the driving force for AdderaCare, which aims to create conditions for a good quality of life for elderly people by means of a group of companies active in the accessibility sector.
 The World Health Organization Quality of Life assessment (WHOQOL): position paper from the World Health Organization. Soc. Sci. Med. 1995; 41 (10) 1403-1409.
Board of directors
Chariman of the Board
Chairman of the Board since 2020. MSc Business and Economics from Lund University.
Product- and Market Manager Lion Ferry AB
Regional Director South Sweden, Tjäreborg Resor AB
Area Manager Scandinavia, Van Houten/Gunhager AB
Managing Director DFDS SEAWAYS GMBH (DFDS Tyska Dotterbolag)
Managing Director Subsidiary company in Sweden, Germany and Japan, H&M Hennes & Mauritz.
Start Up- & Country Manager in Poland, South Korea, Australia and New Zealand, H&M Hennes & Mauritz.
Senior Advisor & Board member, H&M Hennes & Mauritz PTY LTD
Number of shares: 2 395 032
Dependent in relation to the company, its management and the company’s major shareholders.
Sofie Redzematovic(born 1982) is a business developer, marketing strategist and project manager with a special focus on technology, research and senior target groups.
Sofie is active as a business developer and board member of the Heart-Lung Foundation. She has previously worked with marketing, target group analysis and customer loyalty at Heart-Lung Foundation and FastTV AB.
Sofie Redzematovic holds a Bachelor’s degree in international project management and language from the University of Skövde and is certified in agile software development.
Bengt A Olsson
Board member since 2020.
Number of shares: 2 881 161.
Independent in relation to the company, its management and the company’s major shareholders.
Sanna Lindberg, born 1957, has over 30 years of international experience within the H&M Group. She has held roles as Country Manager for North America and Switzerland, Global Marketing Manager, Global HR-Director, Brand Manager for COS and & Other Stories.
Sanna has also had experience of leading and developing in multicultural environments through strong value-led leadership. Sanna has a great commitment to gender issues and the equal value and inclusion of all people in society.
Sanna is a member of Design House Stockholm and the non-profit organization Storasyster.
Sanna today spends part of her time mentoring leaders in Sweden and internationally.
Charlotte Stjerngren, born 1976, is a partner and advisor in investor relations at Cord Communications.
Charlotte has extensive experience as a financial journalist, most recently as editor-in-chief and responsible publisher for Ekonomikanalen EFN. She also has more than ten years of experience as a financial analyst at the investment bank Carnegie.
Charlotte has a Master’s degree in economics from the Stockholm School of Economics and a Law degree from Stockholm University.
Marianne Sernevi (born 1967) is CEO of AdderaCare since September 2019. Sernevi has a M.Sc in Civil engineering from LTH, and several years of experience as CEO in a variety of companies such as Skånska Energi, Cetec Electric and AudioDev.
Business Area Sales Manager, Foss Analytical AB
CEO, Marketing- and Sales Manager, AudioDev AB
CEO, AudioDev AB and AudioDev Sweden AB
CEO, Cetec Electric AB
Marketing and Sales Director, Mectec Electronik AB
CEO, Skånska Energi AB
Chairman of the Board, Comsys AB
CEO, AdderaCare AB
Number of shares: 19 019.
Henrik Carlsson (born 1966) has been CFO at AdderaCare since 2016. Carlsson holds an MSc in Business and Economics from the University of Växjö, now Linnaeus University. After four years as an auditor with PWC, Carlsson has more than 20 years’ experience in leading positions within different sectors. This includes the position of Finance Manager/Head of Finance between 1994 and 2010 at Weight Watchers Sweden ViktVäktarna AB, with a focus on the Swedish and Nordic markets. Carlsson has also been CFO at the property company Dagon AB and CFO at Malmö FF.
Auditor Öhrlings PWC
Finance Manager Weight Watchers Sweden ViktVäktarna AB
Financial Manager Pärsons Sverige AB
Head of Finance/Finance Manager Weight Watchers Sweden ViktVäktarna AB
CFO Dagon AB
CFO Malmö FF
CFO AdderaCare AB
Number of shares: 62 875.
Trident Industri AB
Education: Production technology. Diploma in business administration.
Production technician and manager, Plastal AB, Simrishamn
Production and production technology officer, AB Ph. Nederman & Co, Helsingborg
Site manager and VP, Trident Industri AB, Ängelholm
CEO, Specialteknik i Sverige, Ecoload Sweden AB and Xtera Fastighetsförvaltning AB
CEO, Trident Industri AB, Ängelholm
Kom i Kapp AB
MSc in political science, Lund University.
Diverse sales positions within telecom and IT
Key Account Manager, Feelgood Svenska AB and MedHelp AB
Multiple positions, including Sales Executive, Sales Manager, Business Area Manager and Client Relations Manager, AB Previa
Sales Manager, MedHelp Care AB
CEO, Kom i Kapp AB
MSc in space studies
MSc in cybernetics
BSc in computer technology
BSc in space technology
Further education in leadership and innovation
CEO, Corona Space
Lecturer, The Norwegian Defence University College
Technical Coordinator, The Norwegian Defence University College
Central Trustee, UNIO The Norwegian Defence University College
CEO, Sky Inclusion
Leader, The Norwegian Association for People with Intellectual Disabilities
CEO, Amajo A/S
Account Manager, Wellco Deutschland GmbH
Account Manager, Wellco Mobility B.V.
Sales Manager / Account Manager, Huka B.V.
CEO, Huka B.V.
Erimed International KB
Annica Forslund-Nilsson is the CEO of Erimed International KB / Erimed Förvaltning AB since November 2019. Annica has long and extensive experience from the Medtech industry where she has primarily worked in various positions such as CEO, Commercial Director and Sales Manager. Annica have also worked as a consultant within Management and Coaching.
1997 – 2001
Sales Manager, Convatec
2001 – 2004
Nordic Manager, Brady AB
2004 – 2012
CEO, Synthes AB
2012 – 2016
Nordic Commercial Director, Johnson & Johnson
2016 – 2019
Management Consultant, Marcan AB