Michael Fogelberg: A Pioneer in European Self-Storage Industry

Michael Fogelberg is an accomplished businessman and entrepreneur who has played a vital role in shaping the self-storage industry in Europe. His journey began in 1992 when he recognized the potential of the self-storage business in Europe after witnessing its success in the United States. This led him to establish a partnership with Shurgard Storage Centers Inc in 1994, aiming to introduce the concept to the European market.

Fogelberg initially managed the development of Shurgard’s facilities in Belgium and later expanded the company’s operations to Sweden and Denmark. His dedication and leadership contributed significantly to Shurgard’s growth and success in Europe. However, he eventually parted ways with the company in 2005 when Grana International sold its share to Shurgard.

Undeterred, Fogelberg embarked on his entrepreneurial journey and founded SelStor AB in 2007, a self-storage developer and operator based in Sweden. As the Managing Director, he oversaw the establishment of ten state-of-the-art self-storage facilities in the Stockholm area. In 2012, SelStor AB was sold to Pelican Self Storage, marking another successful venture for Fogelberg.

Continuing his innovative pursuits, Fogelberg founded 24Storage in 2014, focusing on modern technology and enhancing the user experience within the self-storage industry. The company thrived and achieved notable growth, leading to its listing on the stock exchange in December 2019. However, in December 2021, 24Storage underwent a transformation as it was delisted and acquired by Nuveen Real Estate.

Fogelberg’s entrepreneurial spirit remained unwavering as he founded Zipplify in 2020, a digital latch lock company catering to the self-storage industry. The company’s ground breaking technology caught the attention of Assa Abloy, resulting in its acquisition in December 2022 to accelerate international expansion.

In addition to his business ventures, Fogelberg has made strategic investments in various enterprises, such as Street Car in London and Taxi System in Sweden. He has also played a significant role in industry associations, co-founding the Federation of European Self Storage Associations (FEDESSA) and serving in positions such as board member, President, and Vice President. Similarly, Fogelberg’s involvement with the Self Storage Association Sweden (SSAS) as Chairman from 2006 to 2021 has been instrumental in shaping the industry at the national level.

Throughout his career, Michael Fogelberg has been an influential figure in the self-storage industry, driving innovation and growth while leaving a lasting impact on the European market.