friend to friend, or Sobral Sobrale as they are called in Estonian, is just like Erikshjälpen is a broad-based organization. Through social work focused on areas in Estonia where the state's social safety net is not sufficient, they want to give children and families a safeare life and better living conditions.

The head office is located in Tarttu, but Friend to friends activities are scattered in different parts of Estonia. The activities range from humanitarian emergency assistance, to summer camps ffor children or support for single parents. The main purpose of the second-hand activities is to raise money for the work for the children and then plays organization's 15 stores play an important role.

- "We have been working with Erikshjälpen Second Hand since 2007," says Henri Lehtsaar, Executive Director of Friend to Friend. Our stores have also created jobs for over 100 people. Today, we are one of the best-known second-hand chains in Estonia and we have a well-established cooperation with both churches and authorities.

The story of Erikshjälpen's relationship with Friend to Friend in Estonia began in a small way. It was a store manager in Sweden who had a contact in the organization. They started the cooperation by sending what they could not sell in their store, but which was in great need on the other side of the Baltic Sea.

- "It's a 20-year partnership that started at the grassroots level and then grew organically," says Henri Lehtsaar. "Our organisations share the same values and goals on how we can best help people in Estonia.

Initially, it was only a few stores, but now 36 of Erikshjälpen Second Hand's stores in Sweden donate goods to Friend to Friend. In 2023, 322 containers were sent across the Baltic Sea with a total of 17,994 cubic meters of goods from Erikshjälpen's stores. Sales revenue from goods sent from Sweden amounted to just over 26 million Swedish Swedish kronor (SEK) last year.

- There is a container at each store where goods are continuously loaded. When the container is full, it is sent off to Estonia," says Martin Borgvall, Logistics Manager at Erikshjälpen Second Hand. "Friend to friend sends feedback on what they need and we also have general guidelines on what types of goods do not sell in Estonia.

Once there, the goods are distributed to the various shops, depending on what they want and need. Friend to friend has stores in Estonia's major cities, such as Tarttu and Tallinn, but has otherwise chosen to establish itself in communities where the social benefits are greatest.

- "It's not about places where you expect the biggest revenues," says Martin Borgvall. "Instead, it's where we know that people need to buy second-hand goods to cope with their everyday lives, for example in Narva on the border with Russia.

Of course, there are goods that cannot be sold in Estonia either, but only a small part of what Erikshjälpen sends is discarded. The goods that the customers of Sobralt Sobrale discard are sent to, for example, churches or other organisations.

In 2023, Martin Borgvall and some colleagues from Erikshjälpen Second Hand visited Erikshjälpen Second Hand Friend to Friend to see for themselves how the goods were handled. They were pleasantly surprised when it turned out that in principle everything is taken care of in a good way.

- It was good to see that we don't have to worry about things turning up in the wrong place. Now we can focus on building on our already good relationships, and see how we can even better adjust our shipments to suit the Estonian market.

Author

Lena Elf, Press officer Erikshjälpen

Jerker started 2008 as an hourly employee in the restaurant at furniture giant and climbed over the years to his current position as chief financial officer of the IKEA Jönköping market area, which includes the county and the surrounding area.

- I have a passion for seeing both people and results grow, says Jerker. By being open to development I believe that we can achieve real growth in the business. Now I look forward to being a voice for creating real change. Making circular consumption a natural behaviorebehavior of more consumers.

The father of three Jerker lives in Habo, north of Jönköping. In his spare timeone much of his life revolves around family, friends and training, and for a few years now he spends he spends winter half-yeart leading the the boys' team i the local floorball cluba. Jerker slikes to spend time out in the woods and the countrysidein summer on the running track and in winter on the ski slopes. He is also also volunteered as treasurer in Habo Equmenia children and youth association.

Mattias Ingeson, Secretary-General of Erikshjälpen and Chairman of Erikshjälpen Second Hand is very pleased with recruitment.

- Jerker is an experienced manager and leader with extensive experience in sales and development of store concepts. At the same time, he is deeply rooted in the values that support Erikshjälpen and will be able to handle the challenges of leading and developing an organization that is both non-profit and commercial. We look forward to welcoming Jerker into Erikshjälpen's management.

On March 6, TV4 Nyhetsmorgon revealed that Sara Wimmercranz has been named Sweden's Second Hand Profile 2024.

- "This award is a confirmation that second hand has really taken off. Style has nothing to do with new production, style is a personal expression, which should have as low emissions as possible, says Sara.

Sara Wimmercranz is one of Sweden's most powerful tech-investors. Many people recognize her from SVT's production Draknästet where she participates as one of the investors in the jury panel. Sustainability has always been important to Sara. For anyoneot years ago she chose she to completely stop buying newly produced fashion.

How Sara became Sweden's Second Hand Profile 2024

The Swedish Second Hand Profile award is presented by Erikshjälpen Second Hand every year. Sara Wimmercranz was one of three finalists nominated this year.

- "We are so happy to be able to give Sara this award. She takes a stand and really shows that second hand belongs in every room, from the living room to the boardroom, says Anette Alm Gustafsson, Executive Director of Erikshjälpen Second Hand. 

In 2022, Sara made a New Year's resolution to only borrow, buy second-hand or traceable fashion. On her social media, she is now influencing more people to shop second hand.

- What at first felt like a limitation quickly became a creativity and freedom to choose my own unique style, and for the first time I became interested in fashion for real. Now I can't believe I listened to all the platitudes that both fast fashion and luxury brands try to fool us with. You can't become yourself through consumption, forget it!

Erikshjälpen's motivation for the award

Sara Wimmercranz is the norm breaker who clearly shows that change needs to, and can, happen at all levels, and in all arenas. When she made a New Year's resolution in 2022 to only borrow, buy second-hand or traceable fashion, it was the start of a journey that has engaged and created ripples. Today, Sara Wimmercranz is not only a well-known investor and Sweden's most powerful businesswoman, but also, to her great surprise, a fashion profile and influencer. With a mix of humor and seriousness, she reaches out through the noise and inspires many to turn around their unsustainable buying habits. Sara shows in a simple and relatable way the added value of changing and that second hand is for everyone, regardless of wallet, social status or style. Sara brings sustainability into the mainstream and out to the masses as she breaks norms in circles where second-hand has previously been taboo. With great credibility and authenticity, she has become a given voice in the debate on sustainable consumption and a worthy winner of the Sweden’s Second Hand Profile 2024 award.

Money to help children in climate-affected areas

As the winner of Sweden's Second Hand Profile 2024, Sara will have the opportunity to award one of Erikshjälpen's projects for children's rights 25,000 Swedish kronor (SEK). Sara Wimmercranz has chosen to donate the 25,000 kronor to Erikshjälpen's interventions to help children in countries affected by climate change.

- Erikshjälpen has several very important projects in areas affected by drought and flooding due to climate change. "Climate and the environment is truly the issue of our time and I hope to inspire more people to get involved. Not least politicians, as legislation is crucial in this work," says Sara Wimmercranz.

In 1990, Erikshjälpen Second Hand's first stores were opened. The shops were started to raise money for the social and humanitarian efforts of the Erikshjälpen Foundation. Today, there are 52 stores around Sweden, all of which contribute to Erikshjälpen's work. Now Erikshjälpen Second Hand takes another step and opens a pop-up store.

Johanna Donker works as a center manager at Asecs in Jönköping and she describes that their visitors have long requested second hand at the shopping center.

- We have continuous contact with our visitors and listen to their wishes, and many have longed for second hand at Asecs. It is with open arms that we welcome Erikshjälpen and all the good they stand for and do.

The store at Asecs is the first of its kind, and Erikshjälpen Second Hand hopes to make similar investments in other locations.

- "We are so excited about this opportunity. By establishing ourselves in a well-attended shopping center like Asecs, we hope to inspire even more people to shop circularly," says Annette Alm Gustafsson, Executive Director of Erikshjälpen Second Hand.