Helping shoppers make more informed choices.
TransparAll is a retail concept originated for the era of responsible consumption that hones sustainability at its niche. The platform will be home to over 20 Swedish brands from the various sectors such as fashion, design and skincare that are known for their quality, innovation and striking design. Powered by the award-winning Swedish Calculator 2030, TransparAll grants the consumers a thorough comprehension of the carbon footprint of each product they purchase thereby helping to make more informed decisions with regards to one’s consumerism habits. TransparAll will have a physical store at the Swedish Pavilion in the Sustainability District, Expo 2020 Dubai with the name of the store being “The Swedish Impact Store.”
Contributing Editor, Athwifa Saleem talks to Sofie Kallstrom, founder and CEO of TransparAll, who educates us on her latest sustainable-focused concept and how TransparAll helps customers and brands make better and more sustainable choices for the planet.
1. Firstly, how did you get into the world of entrepreneurship at such a young age (12 years old)?
I was always passionate about customer service and adding value to people’s lives through the right product. By the age of 15, I was working at a clothing shop. I always had the idea of creating an impactful business. After many years in the professional world, I started my own company in 2014. I slowly built Smart Generation into a conglomerate where we had over 12 companies in the group. Today, we have scaled the group of companies and our key focus has been on launching TransparAll
2. Tell us more about your experience running Smart Generation and what TransparAll’s role will be in the Dubai Expo?
Smart Generation’s goal is to truly drive innovation and push the envelope in industries that would otherwise be considered traditional like retail and education. Transparall is our company that is working within the Sweden Pavilion at EXPO 2020 to create the Swedish Impact Store. The online iteration of our store is set to launch in Sweden and the Middle East by September whereas the store at EXPO will launch in October. Our vision with TransparAll is to help customers and brands make better and more sustainable choices. Our concept calculates the environmental impact of each product that we sell and creates awareness about how manufacturing affects the planet.
In collaboration with the award-winning Swedish fintech innovation Calculator 2030, TransparAll allows consumers to understand the carbon footprint of each product they are looking to purchase, helping them make more informed decisions about their shopping habits. Our store will be a great addition to the Sustainability District at Expo 2020 and truly represent the future of retail.
3. Could you kindly enlighten us of the various ways TransparAll is setting its mark on Swedish brands’ design process, heritage, and quality?
We want all the brands we work with and represent to take the responsibility for a better planet. Through the calculator, we allow them to be more transparent. The calculator also allows them to assess the elements of their supply chain that they can change or make more sustainable which many have said has really helped them. Our process of choosing the brands involved meeting their creative directors, owners and founders and understanding their production processes, company culture and commitment to the planet. We really wanted to ensure they represent the best of Sweden and that they are in line with our own culture and ethos.
4. What potential does the UAE have when it comes to TransparAll “putting climate responsibilities on the map” as per your website?
I think that the UAE is very open towards adopting a sustainable lifestyle and the people and government are taking many steps towards pursuing it. The policies they have in place like the commitment towards sending zero waste to landfill by 2030 also show that the country has a lot of potential towards putting climate responsibilities on the map. We’ve also noticed that consumers here are quite conscious about what they buy and there is an increasing appetite for brands and companies that are sustainable. The EXPO will particularly give us the chance to introduce the country’s consumers to many of our brands, their stories and why sustainability is so important to them
5. Could you enlighten us on the various strategies Smart Generation is setting to grow brands that are facing generational change?
We are currently focusing on innovation and sustainability. We’ve worked in the past towards helping companies digitally transform and develop a strong online presence for them where they can properly tackle the generational challenges that they are facing due to digitization. Sustainability and innovation are always key for us when we invest or start a new company. Other than TransparAll, we have launched Raws, a company creating plastic-free straws made entirely from reed. Plastic pollution is one of the biggest environmental crises that the world is facing and Raws is looking to address this head-first. The straws perform even better than paper or metal and have a much lesser environmental impact as well. They do not get soggy, withstand hot drinks, are naturally biodegradable and come at quite a competitive price-point too. They are harvested and manufactured entirely in Sweden.
6. How do you suggest companies educate their customers on what they are doing to provide conscious shopping experiences?
It’s important for companies to be transparent about their manufacturing processes, supply chain and use of materials. We do understand that it is complicated and pricey for companies to do this, which is why technology like the Swedish Calculator, that powers TransparAll, is necessary. The TransparAll store will make this easy and show people how they can make better choices when they buy. We are confident that we will be the catalyst when it comes to sustainable e-commerce. TransparAll is a retail concept created for the era of responsible consumption that keeps sustainability at its core. The platform will be home to over 20 Swedish brands from the worlds of fashion, design and skincare that are known for their quality, innovation and striking design.
Powered by the award-winning Swedish Calculator 2030, TransparAll allows consumers to understand the carbon footprint of each product they are looking to purchase, helping them make more informed decisions about their shopping habits. TransparAll will have a physical store at the Swedish Pavilion in the Sustainability District, Expo 2020 Dubai. The name of the store will be The Swedish Impact Store and the concept will also have a strong online presence on their web store offering the option of worldwide delivery.
The brands that will be sold on TransparAll include celebrity-favorite avantgarde optical brand Anna Karin Karlsson, sustainable activewear brand Nature Hommage, home design brand Born in Sweden, timeless quality and functionality bags with genuine leather designed by Halm.
About The Editor
Athwifa is a business graduate of Sikkim Manipal University and has been on the pursuit of enhancing her career as a content writer, in the past contributing to coveted publications in the region such as Harper’s Bazaar Arabia. Athwifa is passionate about culture, food, hospitality and wellness as well as scouting the latest trends.