Three Quick Ones -Daniel Hörnqvist CEO Frank Dandy

3 quick questions to Frank Dandy about moving production to Sri Lanka

Since 2017, Daniel Hörnqvist has been the CEO of the Swedish fashion brand Frank Dandy. When he took over, he brought with him extensive experience from e-commerce and the outdoor market. This included responsibility for the launch of the e-commerce brand Bikester in the Nordic region in 2013. In 2015 he took on a position as board member at Frank Dandy before moving on to an executive role. One of the most important decisions in recent years for Frank Dandy has been to move manufacturing to Sri Lanka.

What is Frank Dandy’s market position?

We address a clearly defined target group between 20 and 30 years of age outside the metropolitan areas. The target group has a desire to achieve high personal goals and we provide secret superpowers to enable that. This promise permeates all our communication, not at least the visual. We are mainly present in the Nordic region and work with the same brand position in all geographical markets. A solid sustainability practice is also extremely important to us, especially from an employer brand perspective. Frank Dandy is affiliated with the initiative Better cotton and we only use recycled polyester in our swimwear. I would also like to mention our ownership program for our employees.

Why did you move manufacturing to Sri Lanka?

The decision to move manufacturing from China was made with the experience of the pandemic and in light of Russia’s war of aggression against Ukraine. We needed to increase our geopolitical preparedness. I had met lot of positive mentioning about manufacturing in Sri Lanka and as well had my own personal experience from a surf trip a few years earlier. Since the move to Sri Lanka, our experience has been consistently positive. The Sri Lankan manufacturing industry is technically advanced, and we can follow the manufacturing of our products in real time from Sweden. The Sri Lankan manufacturing industry’s sustainability ambitions are high, both in terms of renewable electricity use and in the development of sustainable wastewater systems from production. The country is buzzing with growth and the high level of education is evident in everything.

What has the membership of the Sweden-Sri Lanka Business Council meant?

The membership was an incredible door opener when we were in the process of evaluating whether to move manufacturing to Sri Lanka. It helped us build relationships that I don’t think would have been possible otherwise. To spread our risks, we moved our manufacturing gradually and without the support of the SSLBC it would have been much more complicated.


8th Feb Sweden Sri Lanka Business Council – SSLBC arranged an extended members meeting. Plus 60 Swedish and Sri Lankan business people met for dinner and a speech by former Swedish ambassador Lars-Olof Lindgren. Honorary General Consul Sanjay Kulatange was one of the guests as well. Secretary General Leif I Ohlson welcomed the guests and mentioned that this year Sweden and Sri Lanka celebrate 75 years of diplomatic relations and that the council wanted to kickstart this important year.

Ambassador Lindgren spoke about the strong relations between the two countries and also looked into the future.

Later this year Swedish Embassy in New Dehli will arrange an event in Colombo to celebrate more officially.

Pics by

Ambassador Lars-Olof Lindgren

Pics by

Leif I Ohlson, Kerstin Thulin, Lars-Olof LIndgren, Sanjay Kulatunga, Anura Dewapura

Våra medlemmar kan IT

Mer än 100 svenska företag har direkt eller indirekt del av sin IT-utveckling på Sri Lanka.

Flera av våra medlemmar i Sweden-Sri Lanka Business Council arbetar med IT och bistår svenska företag med deras utveckling. SSLBC har också medlemmar som startat egna dotterbolag på Sri Lanka dit större delen av företagets IT-utveckling är förlagd.

Tag gärna kontakt med någon eller några av medlemmarna för att lära dig mer om hur IT-offshore fungerar eller hur du bäst etablerar en filial på Sri Lanka.

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