Magnus Elebäck is a Swedish designer turned entrepreneur and CEO of furniture company Massproductions. While working as a furniture designer for IKEA during the late 1990s, he met British designer Chris Martin. In 2009, they established Massproductions as a sustainable furniture brand. As the company’s CEO and expert strategist, he is the driving force behind the brand’s distinctive approach to design and manufacturing. Apart from establishing a transparent process and a system that allows the brand to control the entire production chain, he has also cultivated partnerships with carefully chosen workshops and factories, thus allowing Massproductions to make sustainable furniture to exceptionally high standards of quality.