The Axelent brand has never been stronger than it is now. This is down to a systematic and long-term approach where we have been careful to handpick the context in which we are mentioned. Our most important channels include trade fairs, sponsorships, X-News and, in recent years, social media.

Axelent stands for speed, service, safety and smart solutions, the very essence of our message. Our new friend Axel will now personify these core values. It is good to see that so many people have watched the film of Axel who, despite some worries, manages to make the sawmill safe. But the campaign has not been about Axel himself, but about safety. Our film Made in Hillerstorp is also very popular. If you have missed any of the films or wish to see them again, you will find them on our YouTube channel under Axelent Group.