From Finance to Home Staging

The story of how green industry sparked a local entrepreneurial success

It all began with a desire to do something entirely different from accounting and finance. Through a mix of coincidence and pure grit, they seized the opportunity when Green Mountain established itself in Løten. Today, JA-Boligstyling AS is a key player in the Innlandet region, not just for staging homes for sale, but as a critical piece of the puzzle when international industry moves into the area.

The story of JA-Boligstyling AS is about more than just pillows and coats of paint. It is the story of how two local entrepreneurs went from zero to a hundred, and how major industrial developments at Heggvin created unexpected and valuable ripple effects for the local service industry.

A Brave Leap

In February 2019, husband and wife Jeanin Mathiesen and Aleksander O’Leary took the plunge into a new life. He came from a background in finance, and she was an accountant. Both felt the burnout and a deep desire for change.

“I wanted to do something completely different, and I’ve always had an interest in interior design. Alexander was supportive from day one and insisted we just go for it,” Jeanin shares.

Starting without an established network in the industry, they began with a blank slate. A meeting with DNB Eiendom became the turning point. The real estate agents were willing to give them a chance, and the snowball started rolling almost immediately.

“We thought it would take time to build up, but we became the ‘go-to’ stagers right away. It meant long days and a life far from the typical 9-to-5,” Jeanin and Aleksander recall.

From a garage to a small 120-square-meter warehouse, and later via a mail terminal in Stange, they have now purchased and fully renovated their own 1,000-square-meter building in Romedal. The investments have been significant; their furniture inventory alone is valued at approximately 8 million NOK.

Local Forces in a Large Region

The reach of JA-Boligstyling AS is extensive. They cover the entire Innlandet region, from Hamar and Stange to Toten, Gjøvik, and all the way up to the mountain resort of Kvitfjell. However, they deliberately stay away from Oslo.

“There is enough competition there, and the logistics of parking and traffic eat up the profits. The market here in Innlandet is plenty large enough for us,” they say.

JA-Boligstyling AS sees the value in being local. Their price point is competitive compared to Oslo-based firms, which also benefits cabin owners in areas like Hafjell.

“It becomes a win-win situation. The customer gets good prices, and the value creation stays local,” says Aleksander.

Green Industry Opens New Doors

The real shift in gir, and proof of the ripple effects of industrial establishment, came when the data center construction at Heggvin began. Suddenly, there was an acute need for housing beyond what local hotels could provide.

“We were contacted in connection with the workers building the data center. They were going to be here for a long time and didn’t want to stay in hotels. They needed a home,” Aleksander explains.

This was uncharted territory for JA-Boligstyling AS. Major international players like Mace Group needed furnished housing for their workers, and they needed it fast. The question was simple:

“Could we deliver everything down to the ‘teaspoon level’? Knives, forks, beds, and sofas for dozens of apartments on extremely short notice? We hadn’t done this before, so the answer was naturally a ‘yes’ without filters,” Aleksander says.

Solution-Oriented Logistics

Through their local network, JA-Boligstyling AS knew of property developers with vacant buildings, including an apartment block in Brumunddal.

“We connected the industry’s needs with local resources. In a short time, Aleksander managed to lease the entire building to the workers, and we furnished dozens of units in record time,” says Jeanin.

It has been a steep learning curve dealing with large international corporations with strict frameworks and absolute deadlines.

“The toughest deadline we faced was when 22 apartments had to be cleared after a project ended. We were given less than 48 hours. We called in everyone we knew and emptied everything in 12 hours. It shows the strength of being a small, agile organization that can pivot quickly,” Aleksander shares.

Sustainability and Reuse

Despite the high pace, a commitment to sustainability remains at the core of the business. Furniture and decor are not discarded after a showing but are rotated and reused in new projects.

“We often choose a classic style that is more timeless rather than jumping on short-lived trends. This ensures the furniture has a longer lifespan. Additionally, furnishing for rental to industrial workers is a great way to utilize our inventory,” says Jeanin.

The story of JA-Boligstyling AS is a prime example of how major industrial “locomotives” establishing themselves in a region create work and growth far beyond the industrial site itself, reaching all the way into people’s living rooms.

No One Succeeds Alone

Using their network to strengthen one another has been a core value for JA-Boligstyling AS.

“The industrial establishment has provided several positive ripple effects locally. Cooperation with local property developers has helped meet the housing needs of migrant workers, while increased activity has brought growth to local service businesses. Furthermore, local players have an advantage through greater flexibility, as they can often adapt and solve urgent needs faster than larger, national systems,” Aleksander concludes.

See Jeanine and Aleksander at Youtube