Beatrice Combine an International Career With Family Life in Värmland

She moved to Gothenburg, then on to Australia, and later earned a degree in Business and Economics in Linköping. Her career took her into the fashion industry, with roles in London, Copenhagen, and Stockholm, spanning marketing, sales, branding, PR, and e-commerce – as well as strategy and change management. When she describes what drives her, it comes down to “curiosity, courage, and humility.”

– Like many others, we faced the dilemma of not wanting our children to grow up in a big city. So much valuable family time is lost to long commutes and distances. At the same time, we hesitated – thinking about career opportunities, our friends, networks, and everything Stockholm has to offer.

– We actually placed bids on houses in both Täby and Karlstad at the same time – without having made a final decision – and suddenly we won the house in Råtorp, Karlstad.

In the summer of 2013, the family made the move, and Beatrice admits that the first year back in Karlstad was quite tough. Settling into their new life required a fresh start – both personally and professionally.

– Then the benefits started to show, and there’s nothing about the move we regret. Karlstad is a fantastic city for families with children. Everything is close by, and we can bike almost everywhere. The natural surroundings are beautiful, with forests and water all around. The city center is lovely, with a growing selection of restaurants, walking paths, waterfronts, and cultural experiences.

– Even after ten years, we’re still discovering wonderful places, activities, and opportunities I never noticed as a teenager – but truly value now in my adult and family life. We have so much more quality time. There are plenty of sports clubs, and the kids can try different activities without long waiting lists. They also often get to practices and friends on their own – safely and independently.

By chance, Beatrice heard about a startup in Värmland looking for someone to take on the role of Head of PR and Marketing. It was a completely new industry for her – but one that sparked her interest, not least because one of the investors was entrepreneur Lars Wingefors. She got the job, and they got to know each other partly through serving on the same board.

– When we decided to close down the company a few years later, we discussed other opportunities within his group of companies, which led to me managing the project when the group was preparing for a name change in 2019.

Since the (re)launch as Embracer Group in 2019, she has held her current role as Head of Brand & Communication. Today, 50 employees work at the Karlstad headquarters, with another ten in Stockholm. Globally, the group includes 105,000 people across independent companies and creative studios.

– It’s a fantastic workplace with a strong sense of teamwork and community. The environment is shaped by an entrepreneurial spirit where everyone supports one another. We’re a values-driven group with a decentralized business model, where each company has its own brand, strategy, and vision.

– When I joined the company, we were ten people in Karlstad and around 2,500 globally. The growth has been tremendous, and we quickly became an ecosystem of increasingly diverse forms of entertainment.

The business includes, among other things, games for PC, console, and mobile. Its brand portfolio is one of the largest in the industry, featuring titles such as The Lord of the Rings and Tomb Raider.

The group’s name carries a message of curiosity toward the diversity of cultures and commercial conditions that a global player must navigate and relate to.

– At Embracer, we act with respect – we embrace and celebrate differences. Much of our work is about unlocking the potential within each company and team. By building trust-based relationships and encouraging “freedom with responsibility,” we create motivation and give people the space they need to grow.

– We take pride in our roots, which shape both our company culture and our identity. We proudly invite the world to Värmland – whether it’s during onboarding of new employees or in more formal settings like financial reports or annual general meetings.

Embracer is also deeply committed to the development and future of the region. Lars Wingefors was just 13 when he started doing business, selling used comic books from his home in Östra Ämtervik. Two years later, he was the largest in Sweden with his business idea. So it comes naturally to him to support environments where people have the conditions to be creative and develop their entrepreneurial spirit.

In December 2024, it was announced that Lars Wingefors is launching an airline, Sola Air, offering daily flights from Karlstad to Arlanda and Copenhagen.

– Bringing the world to Värmland – and taking Värmland out into the world – is a key part of being able to run large international companies from here. Sola Air has the potential to become an important enabler of that vision.

"Nice Balance in Life"

As the workday winds down at the office, people are walking and cycling home along the harbor promenade outside the window. In Karlstad, the distance between work and leisure is short.

– I truly love how many new spaces have been created in the city where it’s easy to meet and spend time together. Like the sun loungers by the Klarälven River in Residensparken, and all the waterfront walkways. In the summer, students from the arts program perform live music here in Stadsträdgården, with an audience made up of both office workers and residents from the nearby senior home.

– For me, quality of life means being able to live in a smaller city while still being part of a large international group. It gives me a great balance in life.