We create future-proof businesses within the planetary boundaries.
Meet the Team
We are a multidisciplinary team specialized in the integration of sustainability and
circularity into a company's strategy and customer offers.
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Lisa Höglund
CEO
Our CEO, Lisa, has a diverse background in communication, business development, and innovation across various industries and companies. With extensive experience in leadership and driving business growth, Lisa brings a strategic and innovative approach to guiding our organization.
Her experience includes positions at organisations such as Länsförsäkringar Göteborg och Bohuslän, Stampen Media, Saab Automobile and Lindex.lisa.hoglund@xvii.se
0704 82 56 65
LinkedIn -
Taina Flink
CIRCULAR BUSINESS & DESIGN, FOUNDER
Taina is an expert in circular and sustainable design with a strong background in industrial design engineering. She has been actively involved in the circular economy since its inception, bringing a unique systems perspective from her many years in the recycling industry. Taina’s expertise spans business development, circular product design, circular business models, service design, and design for sustainable behavior.
Taina's experience includes projects with organizations like Re:Source, Volvofinans Bank and Husqvarna.
taina.flink@xvii.se
0738 23 63 55
LinkedIn -
Jesper Gunnarsson
CIRCULAR BUSINESS DEVELOPER
Jesper is driven by entrepreneurial thinking, skilled at turning ideas into reality. With a background in business and experience in innovation and circularity within retail, he specializes in designing sustainable, commercial opportunities by validating assumptions and reducing uncertainty.
Jesper has collaborated with companies such as Ikea and Duni.jesper.gunnarsson@xvii.se
0708 22 18 25
LinkedIn
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Martina Slättberg
CIRCULAR BUSINESS DEVELOPER
Martina has extensive experience in sustainable business development and circular models, with a strong background in strategy and change management. She has played a key role in building businesses, value chains, and new revenue streams around circular products, helping organizations achieve sustainability while driving long-term innovation.
Martina's experience includes projects with organizations like Foxway, Re:Source and OnePan.
martina.slattberg@xvii.se
0703 70 30 10
LinkedIn -
Louise Wintzell
CIRCULAR BUSINESS DEVELOPER
Louise excels in portfolio management, balancing priorities and risks with expertise in business strategy and textile product development. She has led circular strategies focused on reuse, recycling, and longevity. Beyond design, Louise has launched ventures in interior design and fashion, emphasizing sustainability and female empowerment. Her leadership at global brands like IKEA highlights her ability to lead teams, build strong relationships, and deliver impactful results.
Louise also has experience from companies like Nilson Group, Hogia and Ridestore.louise.wintzell@xvii.se
0702 81 05 78
LinkedIn -
Jenny Åström
SENIOR CIRCULAR BUSINESS STRATEGIST
With 30 years of experience in strategic sustainability, Jenny has pretty much seen it all! She has worked across private and public sectors, as well as within industry and member organizations, giving her a broad and deep understanding of what it takes to drive real change.Her expertise spans water and waste management, recycling, and circular economy solutions, along with carbon accounting and strategies—helping organizations turn sustainability goals into action.
jenny.astrom@xvii.se
0708 54 17 42
LinkedIn
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Sara Asmoarp
SUSTAINABLE SUPPLY CHAIN & CIRCULAR BUSINESS DEVELOPER
Sara has extensive experience in global supply chain management, ESG strategies, and circular economy, with a strong background in sustainable product development and quality assurance. She has played a key role in achieving B Corp certification, implementing circular economy initiatives, and optimizing responsible sourcing and manufacturing to drive sustainability across industries.
Sara's experience includes projects with organizations like Faction Skis, Volvo Cars, and CEVT.
sara.asmoarp@xvii.se
0734-39 73 83
LinkedIn
Xvii’s Story
Taina Flink and Karin Nyberg founded Xvii together with Vinngroup in April 2021. We wanted to build a new type of sustainability consultancy where the focus is on the products, customer offers and way of doing business. We saw the need to bridge sustainability strategies to product and business development, and the need for a translator between the silos that often exist.
Why Seventeen?
Xvii is number 17 in roman numbers. Roman because we’re big fans of the work of the Club of Rome. Seventeen because it stands for transformation and because we’re company number 17 to start up within Vinngroup. Not to mention the 17 SDG’s the world is working towards.
In addition, it is good for doing puns in Swedish - a part of the Gothenburg identity...
Our Board & Advisors
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Caroline Krensler
Xvii’s Chair of the Board who inspires us to take bold actions and build the company we’ve dreamed of.
The more the merrier
Just like real life, business is more fun when you’re surrounded by great people.
Our extended family consists of all the companies in Vinngroup and affiliated networks.
Vinngroup
Our co-owners and business parents are Vinngroup. We share our office with them and most of our sibling companies. Our sibling companies have complementing expertise so that we can help companies excel in more complex projects than if we were a standalone company.
Cradlenet
Cradlenet is a network that helps companies and organizations with the transition to a circular economy. As members of this network, we are constantly taking part in events and closely collaborating with forefront firms in the space throughout Sweden and the Nordic countries.
Connect
Connect is a non-profit, private initiative that helps companies grow and develop by matching skills, contacts, and capital within the business community. As key partners of this network, we have access to industry leaders, universities, and other organizations that contribute with expertise to amplify our impact.