From Launch to Expansion: The Rent.Group in the North
With a strong entrepreneurial mindset and a deep understanding of sustainability, Martin Osbeck has built and continuously advanced the Rent.Group’s presence in Scandinavia. As CEO, he now oversees the group’s three northernmost locations: Malmö, Stockholm, and Copenhagen.
The journey began in 2011 with the opening of the Malmö branch—initiated by Martin’s brother. Even then, it was clear: the Scandinavian region, with its strong commitment to environmental responsibility and efficiency, was a perfect fit for the Rent.Group’s business model. Expansion into Stockholm followed in 2017, and finally Copenhagen in 2019, which today serves as the hub for the entire Scandinavian market.
Sustainability as a Guiding Principle
What drives Martin is the combination of entrepreneurship, team spirit, and social responsibility. In Scandinavia, he has found the ideal environment for this: the region is considered a European pioneer in circular economy and the sharing economy. Here, sustainable concepts are not just ambitions on paper—they are part of everyday life, embedded in politics, business, and culture alike.
These values are deeply embedded in the Rent.Group model as well: sharing instead of owning, reusing instead of discarding — not a trend here, but a principle. Copenhagen is especially close to Martin’s heart. For him, the city embodies not only innovation but also quality of life, cultural diversity, and openness. Places like Nyhavn, Tivoli, or Christiania show how tradition and forward-thinking can coexist — much like in his entrepreneurial day-to-day life.
Together with his team, Martin is shaping the continued growth of the Rent.Group in Northern Europe: connected, responsible, and driven by the goal of creating temporary spaces that leave a lasting impression.
‘Scandinavia is a role model for how business and sustainability can go hand in hand. We see ourselves as part of this movement — rooted locally, connected across Europe.’
