Peter Mårtenson - Founder


Peter Martenson


Over 30 years experience of achieving successful export business worldwide with small, medium and large Multi National Companies.

Have entered many new markets to find and set-up distribution networks, finding and evaluating agents and direct customers. 

Hands-on experience on how to set-up a Free Zone company with an internation stock listed company and LLC in Dubai with a local partner and a Joint Venture in India.

In-depth experience of cultural and socio-economic considerations, strategic and operational analysis.


Experience Includes: 


- 2008-2013 Director & Partner, Interior Automation LLC, Dubai, UAE

System Integrator/Provider for Lighting Control Systems, Home Automation and Easy Energy Saving Solutions


- 2001-2008 Managing Partner, TridonicAtco (ME) FZCO, Dubai, UAE

(today: Tridonic Middle East (FZE))

Start-up of local office and warehouse in the Jebel Ali Free Zone, Dubai for expanding into the MENA market, by building an extensive distribution network and more direct customers. Acted as agent for a number of world renowned companies to complement our own product range.


- 1990-2001 General Manager, Sales & Marketing, Atco Controls Pty Ltd,  Melbourne, Australia

(today: Tridonic Australia Pty Ltd)

Responsible for building up distribution networks and direct customers in Asia, India (sub-continent), Middle East, South America


- 1981-1990 Export Manager & Prokurist, Electro Terminal GmbH, Innsbruck, Austria 

(today: Electro Terminal GmbH & Co KG)

Start and build up of export activities in Europe, Middle East, India (sub-continent), Asia, Australasia


Current activities:

- Official Middle East partner of the South Swedish Chamber of Commerce, who is the largest CoC in Sweden with 2,800 company members.

- Appointed by Region Halland, Sweden as advisor to new and established companies within the areas of Sales & Marketing, Export/Import, Product- and Service development.

- Appointed as Mentor and Advisor by ALMI Företagspartner Halland AB

- Cooperation agreement with Halmstads Näringsliv in their work to establish companies in the region.

- Regular panel member of the trade and industry group Connect Väst's Språngbräda and Accelerator programs.

Recent courses:

- Chairman of the Board course by Styrelsehögskolan, Skärhamn - Sweden

- 3 steps towards Venture Capital course by Connect Väst, Gothenburg - Sweden

- Business Angel course with Diploma by Connect Väst, Gothenburg - Sweden