Axel Johnson Group and SSE: a long-term partnership in retail education

The Axel Johnson Group has been a partner of the Stockholm School of Economics (SSE) and its Center for Retailing (CFR) since 2010. The partnership focuses on strengthening education in retail and consumer-facing industries.

The Axel Johnson Group supports SSE’s Bachelor’s program in Retail Management and has contributed to several key initiatives over time. This includes the Axel Johnson Retail Club and, later, a dedicated tutorial program launched in 2018.

The tutorial program focuses on in-depth learning and strengthens SSE’s educational offering. It gives undergraduate students in the Retail Management program the opportunity to meet regularly with a senior researcher, supporting deeper academic understanding, independent thinking, and personal development.

Swedish and international retail companies are a strong force for development in Sweden and around the world. Within retail, we need employees with in-depth academic knowledge, an open understanding of the external community and broad perspectives. For this reason, we seek to expand our partnership with the Center for Retailing with an educational initiative in interactive learning and deeper dialogue between teachers and students. I am pleased to contribute to an important step in the School’s development of future retail employees.
Antonia Ax:son Johnson

Inspired by educational models at universities such as Oxford and Cambridge, as well as US liberal arts colleges, the program builds on SSE’s tradition of close interaction between students and faculty. It also reflects a shared ambition to combine academic rigor with practical relevance.

“This is the largest individual educational initiative in the history of the Stockholm School of Economics. It will further strengthen the Retail Management program and contribute to educational development across the School,” says Lars Strannegård, President of the Stockholm School of Economics.

“The Antonia Ax:son Johnson Tutorial Program provides a unique opportunity to combine academic rigor, practical relevance, and personal development,” says Sara Rosengren, Professor and Head of the Center for Retailing.

For the Axel Johnson Group, the partnership reflects a long-term commitment to strengthening education in retail. The initiative supports the development of future professionals with strong analytical skills, broad perspectives, and an understanding of a changing industry.

The Retail Management program at SSE is one of the few academic programs globally where companies, students, and faculty are integrated into the educational approach. Academic theory is continuously tested against real-world business challenges, creating a learning environment closely connected to practice.