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    Self Storage • Europe

    Michael Fogelberg

    Founder and operator in European self storage. I build companies, teams, and operating platforms, from first sites to scaled portfolios.

    Over the past three decades I have worked across the full self storage value chain, from market entry and site development to scaling operations, building management systems, and delivering investor-grade performance. I co-founded Shurgard in Europe, founded SelStor and 24Storage in Sweden, and today I am co-founder and chairman of Storeinn.

    • Co-founded Shurgard in Europe and helped establish the early operating model and expansion
    • Founded SelStor in Stockholm and built 10 facilities, later sold to Pelican Self Storage
    • Founded 24Storage and built an urban operator with a digital customer journey, IPO 2019, later acquired and delisted by Nuveen
    • Co-founder and chairman of Storeinn, a third-party manager and platform partner for professional investors

    What I focus on today

    Storeinn is built for professional owners who want scalable operations, measurable performance, and a modern data foundation. We combine operating discipline with remote management and a unified systems approach.

    Track Record, Selected Case Studies

    A few examples of what I have built, and what changed because of the work.

    Shurgard, Europe and Scandinavia

    I was part of establishing Shurgard in Europe from the early days, starting in Belgium and later building the Scandinavian business across Sweden and Denmark. The work included recruitment, standards, operations, marketing, and expansion support, turning an imported US concept into a European operator.

    Highlights

    • Early market build-out in Belgium with operating model, standards, and team
    • Built Scandinavia from scratch with full P&L and investment responsibility
    • Scaled portfolio in Sweden and Denmark with recruitment and operational build-out

    SelStor, Stockholm

    I founded SelStor in Stockholm and built a clear local concept with a strong customer proposition. The company developed 10 facilities in Greater Stockholm and was sold to Pelican Self Storage in 2012.

    Highlights

    • Capital raising, concept, team, and development
    • 10 facilities built in Greater Stockholm
    • Sold to Pelican Self Storage in 2012

    24Storage, Digital Urban Operator

    I founded 24Storage in 2014 to build an urban self storage operator with a digital customer journey and scalable remote operations. In the first years we combined acquisitions with new development, built an operating team, and created a systems platform that supported growth.

    Highlights

    • Seven acquisitions in the first three years
    • Close to 25 facilities opened within three years, mix of acquired and developed sites
    • Operating platform and team built to enable scalable operations
    • IPO in 2019, later acquired and delisted by Nuveen with enterprise value around SEK 2.1 billion

    Storeinn, Platform Partner for Professional Owners

    Storeinn is a specialized third-party manager for self storage in Europe. We develop and manage portfolios for professional investors with a data-driven and automated operating model, built to reduce cost, improve revenue optimization, and strengthen reporting quality.

    Highlights

    • Data-driven operations model and remote management
    • Unified data foundation and systems integration approach
    • Built for portfolio-level reporting and performance improvement

    Zippify, Product and IP Project

    Zippify started as a concrete product idea, a digital lock and access solution designed for self storage operations. We developed the concept, structured IP, and partnered with a global industrial player to take the solution to production readiness. After the transaction we supported the industrialization work for roughly 18 months to ensure a market-ready product.

    Highlights

    • Product concept from idea to working solution
    • Patent and IP work stream
    • Industrialization support to bring the solution to production and market

    Industry Leadership

    I have been active in industry organizations focused on standards, professionalism, and long-term sector development, including FEDESSA and SSA Sweden.

    References and External Links

    If you want third-party sources, start here.

    Let's Connect

    For professional inquiries, connect via LinkedIn or through Grana International.

    Connect on LinkedInGrana International

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