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Magnus Brännström: Conquer Fear and Take Risks

Published: March 7, 2014 (Issue # 1800)



  • According to Brännström, Russias strong women have helped turn the country into Oriflames number one market.
    Photo: For SPT

When Magnus Brannstrom was 12, he andhis family, suppressing their fear, crossed theIron Curtain fora vacation inthe Soviet Union, their friends warnings still ringing intheir ears.

You will never come back, andend up inSiberia, theBrannstroms neighbors said. Instead though thefear remained he became enraptured.

In Russia they say, if you dont risk anything, you will never drink champagne. Or that you will never get tokiss beautiful women. I believe that, Brannstrom said. This country is clearly rewarding therisk takers.

Related: Jennes de Mol - Russian Rock and Diplomacy

Brannstrom, 47, is not aman torest onhis laurels. After thepioneering preteen excursion tothe Soviet Union, he went intothe Swedish military. Later, deciding tolearn Russian andstudy thecountrys history, he worked as atour guide inthe last years ofthe communist state, going toLeningrad with Swedes who basically, wanted toget drunk. He also served as part ofthe original management team ofthe landmark Grand Hotel Europe inSt. Petersburg.

Trying todo business inthe anarchic 1990s, Brannstrom had tonavigate bundles ofred tape, contradictory laws andface off against alandlord who negotiated therent byputting alock onhis tenants office door. He rose tobecome cosmetics group Oriflames regional director forRussia andthe CIS, Baltics andAsia. Theexperience served him well he was appointed chief executive ofthe entire company atthe age of39.

Becoming regional director ofSwedish Oriflame, theBrannstrom family friends predictions about his winding up inSiberia became areality with one small difference. Rather than being exiled there, Brannstrom opted toconquer it, along with thecountrys other regions.

Related: Anna Anisimova - Coming Out For Human Rights

Russia is acountry ofstrong women, says Brannstrom. This has helped turn it intoOriflames number one market, andsales are expected toincrease further as thecompany opens anew factory inthe Moscow region town ofNoginsk this year.

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ALL ABOUT TOWN

Thursday, July 31


Develop your leadership abilities during a lecture by famous Russian author and coach Radislav Gandapas. The event starts at 9 a.m. at 5 Lodeinopolskaya Ulitsa. The price for entry is 20,500 rubles ($570).


Relax and enjoy a Parisian atmosphere with some romantic and laidback jazz tunes during the Night of French Music at Lenny Jam Cafe, 63 Ligovsky Prospekt. The entrance fee is 250 rubles ($7).


The Womens Business Club is hosting a Beauty Brunch where participants are invited to discuss the latest news in the beauty industry and listen to lectures by professional stylists in the business.



Friday, Aug. 1


Bikers from all around the world will gather to take part in a parade, extreme shows and rock concerts during the International Biker Festival that revs its engines today and runs through Aug. 3 near Olgino Hotel, 4/2 Primorskogo Shosse.


The Peter and Paul Fortress will be turned into an open-air cinema today and tomorrow as part of the 5th International Short and Animation Film Festival. A huge screen across the fortress walls will air short films non-stop with board games, photo sessions and other activities also on offer for visitors. For more information, visit www.opencinemafest.ru



Saturday, Aug. 2


Gatchina Palace Park Museum will host its second annual Night of Light, an impressive audio-visual show across the night sky. Tickets are 600 rubles ($16).


If graphic design is more your thing then check out Illustration Day, where you will be able to visit an exhibition, attend lectures by professionals and even show experts some of your own work. The event starts at noon at Zona Deystvia, 73 Ligovsky Prospekt. The entrance fee is 350 rubles ($10).



Sunday, Aug. 3


History lovers shouldnt miss the chance to see reenactments of World War I battles in Pushkin at noon. Besides exciting war scenes, visitors can enjoy live music, historical costumes, an equestrian show and a fancy-dress parade starting from the Moscow gates.


Garage Sale, the popular and growing flea market where nothing is priced over 500 rubles ($14.11), starts today at noon in Loft-Project Etagi, 74 Ligovsky Prospekt. Be sure to get in early to score a bargain. Entry costs 50 rubles ($1.40)



Monday, Aug. 4


Continue the working week with a calm and steady mind with a free yoga lesson at 7 p.m. in the Bukvoyed store at 23A Vladimirsky Prospekt.



Tuesday, Aug. 5


Visit The Romanov Dynasty doll exhibition today, where more than fifty porcelain dolls depicting Russian rulers, and made by Olina Ventzel, will be on show. The exhibition continues through Aug. 31 in Sheremetyev Palace, 34 Fontanka Naberezhnaya.



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