About Rove

“We want to build something genuine and long-term.” That’s how our journey began. It was a strong feeling—a philosophy, a value—rather than a concrete business idea. We talked about behaviors, what creates customer value, how insecurity can shape a culture, and the importance of understanding the customer’s business, not just the technology. After many long conversations, our thoughts started to take shape in the form of a new company.

But how do you become truly great at something? At the core, we believe it comes down to learning. And joy. The feeling of growing, developing, and creating value for someone. The curiosity to discover and explore. Having each other’s backs and genuinely wishing others well—both customers and colleagues. From day one, we wanted learning to be part of our culture.

Eventually, our three pillars took shape: Ambition, Learning, and Care. Sometimes company values end up as empty words on a piece of paper. But for us, they are the whole point. They’re why we’re building a company.

Henrik had been CEO of the e-commerce platform Litium and had run his own e-commerce business. Simon was Regional Manager for Columbus’s e-commerce division in Stockholm. Together, we had experience from the platform side, the client side, and the consulting side. What had we learned?

We had both experienced the power of a strong culture—how it can help people grow, develop, and innovate. We wanted to build a company with a genuine, lasting identity, grounded in solid values, and guided by the questions: “What do we want to be?” and when making decisions, “How is this good for our customers and colleagues?” Simply put: putting customers and employees first.

We also carried with us the understanding of how crucial business acumen and long-term, transparent relationships with customers are. Without that, it’s hard to succeed together. We had both seen many examples of consulting firms that start out strong but eventually lose focus, making short-term decisions for their own gain. That’s not what we want to do. Our promise is to stay genuine and long-term.

But what about the name? Rove? Inspired by the idea of learning (and Henrik’s obsession with the mountains), we pictured an explorer. Rove means “a vigorous and purposeful journey without ever reaching your destination”—a powerful, determined voyage of discovery that never ends.

That’s how we see Rove: we’re on a journey forward. We’re building a company together. A genuine, long-term, learning, caring, and ambitious company. That’s us. Welcome to Rove!

// Henrik & Simon