Lars Wingefors

The trick is to never give up

It all began long ago with comic books, but while his friends were reading them, Lars chose to sell them. And he sold so well that at the age of 15, he was Sweden’s leading mail order retailer. Lars then capitalised on the experience from his comic book sales  to take on the next product segment, second-hand video games, with his company Nordic Games Holding. This company also grew and was acquired by a British games giant in the middle of the IT boom. As it turned out, however, they invested in e-commerce a bit early – not unusual at the time.

Lars subsequently bought back the Nordic part and embarked on an amazing journey which today lives on in the company Embracer Group AB. Along the way, Lars has capitalised on the entire learning curve – the good and the less positive experiences – because they’ve all lead to new ways of thinking. This natural optimism means Lars is open to taking risks. ”We get better over time only by challenging ourselves,” he claims, and adds: ”Sometimes the return is instant, but often it takes time. The trick is to never give up”.