# Storeinn Group – Self-Storage & PropTech Innovation in Europe > Storeinn is a specialized operator-led investment platform for self-storage in Europe. We develop, operate, and manage self-storage portfolios for professional investors using a centralized, data-driven, and automated operating model. ## About Storeinn Storeinn combines investment, technology, operations, and advisory into one integrated platform. The company applies e-commerce thinking to real-world self-storage operations through centralized remote management, dynamic pricing, and data-driven execution. Storeinn is headquartered in Stockholm, Sweden at Kungsgatan 8, 111 43 Stockholm. ### Founders - **Ubbe Hammarskjöld** – Co-founder & CEO. Background in institutional real estate investment from Aberdeen, Schroders, and Catella. - **Michael Blau** – Co-founder & COO. Self-storage pioneer who co-created Shurgard in Europe, founded Pelican Self Storage and 24Storage, and built a digital lock system sold to Assa Abloy. Michael is part of Grana International, 50% owners of Storeinn. ### Memberships Storeinn is a member of SSA Sweden and FEDESSA (Federation of European Self Storage Associations). --- ## Three Core Mandates Storeinn operates across three clearly separated mandates: ### 1. Investments Storeinn creates and leads self-storage investment platforms together with professional capital partners. Our role is to originate, structure, and operate scalable self-storage concepts. Investors provide the financial capital. **Storeinn's role as Platform Sponsor & Managing Operating Partner:** - Develops the investment concept and business plan - Structures the platform and governance framework - Leads development, rollout, and operations - Operates assets throughout the holding period under long-term management agreements **Capital partners:** - Provide 100% of the financial equity capital - Control governance, capital deployment, and exit decisions - Approve each investment through formal investment committee processes **Storeinn contributes operational capital** (time, expertise, systems, and execution), not financial capital. Storeinn typically retains a minority ownership interest to ensure long-term alignment. **Alignment model:** - Management fees are set below market during build-up - Incentive compensation earned only after investors achieve a defined return threshold - Storeinn's downside is foregone compensation if value creation is not realized **Why investors work with Storeinn:** - Operator-led by design: concepts built to be operated and scaled - Capital discipline: deployed step-by-step per site - Institutional governance: clear decision rights and transparent reporting - Scalable execution: operations and technology designed for portfolio growth URL: https://storeinn.com/investment ### 2. Operations Storeinn operates self-storage using a digital, centralized, and data-driven operating model. All facilities run remote-first with minimal on-site staffing. **How Storeinn operates differently:** - Centralized remote operations from a single hub - Minimal on-site staffing - Fully digital customer journeys - Standardized processes across all locations **Key operational capabilities:** - Centralized call center: all customer contact handled by a trained remote team - Video-based support: customers receive real-time help during check-in and onboarding - Remote monitoring: continuous oversight and incident handling from a distance - Digital customer journey: booking, payment, and access without manual steps - Advanced pricing: dynamic pricing and yield management in real time - Portfolio reporting: consistent data and dashboards at portfolio level **Inntello powers the operation:** Storeinn's operations run on Inntello, the dedicated system platform. Inntello connects pricing, customer management, access, payments, monitoring, and reporting into one unified system. **Operational outcomes:** - Lower cost base per facility - Higher revenue per sqm - Improved conversion and retention - Full visibility across the portfolio - Scalability without operational complexity URL: https://storeinn.com/operations ### 3. Advisory (Innstillo) Storeinn Advisory provides expert consulting grounded in actual operating experience. This is non-discretionary advice only – no operational or decision-making mandate. **Advisory areas:** - **Investment & Portfolio**: Market analysis, feasibility studies, portfolio strategy - **Operational Performance**: Operational audits, efficiency reviews, benchmarking - **Development**: Site selection, concept development, project guidance - **Technology Readiness**: Technology assessments, platform evaluations, digital transformation **How Storeinn Advisory is different:** - Advice grounded in how Storeinn actually operates self-storage - Direct link between advisory, operations, and technology - Commercially pragmatic, not theoretical URL: https://storeinn.com/services --- ## Our Brands ### Storeinn The operator and holding company behind modern self-storage. Uses e-commerce thinking with centralized remote operations, dynamic pricing, and data-driven execution. - Website: https://storeinn.com ### Inntello The system platform for centralized operations, automation, and dynamic pricing. A Microsoft Dynamics-based infrastructure powering all operations. AI-driven self-storage management platform featuring customer management, smart access control, business intelligence, and analytics. - Website: https://inntello.com ### Innstillo Strategic advisory and consulting services for self-storage operators, investors, and developers. - Website: https://innstillo.com ### Innshub Knowledge sharing and networking platform connecting self-storage professionals across Europe. - Website: https://innshub.com ### 24GarageBox Storeinn's rollout concept for scalable drive-up self-storage in the Nordics. Offers secure, tech-enabled garage box storage for individuals and businesses. Built on the Storeinn operating model and powered by Inntello. - Website: https://24garagebox.com - Page: https://storeinn.com/24garagebox ### Grana International Self-storage experts and 50% owners of Storeinn. Created Shurgard in Europe, started SelStor (sold to Pelican), started 24Storage (became Green Storage), and built a digital lock system sold to Assa Abloy. --- ## Contact - **Email**: info@storeinn.com - **Address**: Kungsgatan 8, 111 43 Stockholm, Sweden - **LinkedIn**: https://linkedin.com/company/storeinn - **Company**: Storeinn AB ## Key Pages - Home: https://storeinn.com/ - About: https://storeinn.com/about - Investment: https://storeinn.com/investment - Operations: https://storeinn.com/operations - Advisory: https://storeinn.com/services - 24GarageBox: https://storeinn.com/24garagebox - Privacy Policy: https://storeinn.com/privacy-policy - Terms of Service: https://storeinn.com/terms-of-service - Cookie Policy: https://storeinn.com/cookie-policy