Varberg: Sweden Sunny Side Up

Nordic ReachVol. 20 Nbr. 20, February 2007News

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Summary


"My astrological sign is Cancer, and Cancers are home-loving by nature. I was born in [Varberg] and I never felt like leaving! Just look at [Kallis], right upstairs there's a little place for the ladies to sit and drink coffee after their bath - it's so pretty! The walk by the sea front used to be what was typical for the city, and it's lovely to take a stroll there any time of the year. I certainly do. Now Varberg is also famous for its shoe business. It has become a shoe center, but I find it good for any kind of shopping - whatever you need, you can find here. And if you enjoy playing golf or horseback riding, then Varberg is ideal!"

"I was born here in Varberg, and I worked for Rolf Nilsson - a big Varberg name and profile. He practically re-directed the entire shoe business to Varberg and I got my start thanks to him. What I like is that here you've got possibilities to work in a sizable company with a faster pulse and still be in a small, calm town. Varberg has the qualities of countryside with the nearness of big cities like Gothenburg and Copenhagen. You can practically walk to the beach here."

The Black Spring (Svartekällan) in Varberg was discovered and in use by 1811. Varberg's hot Bath was built in 1823. With the increased steam ship traffic between Gothenburg and Malmô in the iSso's, Varberg's popularity as a spa rose, and new hot and cold baths were built. Royalties like Kings Oscar I, Karl xv, and Oscar ill partook in the pleasures, and artists like Karl Nordstrom, Nils Kreuger, and Rickard Bergh became regulars.

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Extract


Varberg: Sweden Sunny Side Up

To see and be seen: Varberg's who's who

Question: How do you get the business world's upper echilon and their spouses to undress in front of a camera?

Answer: Take them to Varberg's Kaltbadhus, the public baths on the beach. First erected in 1866, Varberg's charming so-called Kallis, with its exotic Moorish feel, is impossible to resist! On a recent visit to this sublime spot, while the afternoon sun slowly shifted over the water, these discerning residents agreed: Life in this area is simply perfect!

1) Jan Kjellman, CEO of IKEA Food

"We lived in the States - in Philadelphia - for 6 years, and we lived in Germany, Holland, Belgium. I'm from Stockholm but my wife hails from Varberg, and we had friends here, so we decided to finally settle down...

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