# 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. Company: Storeinn International AB ### 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 — https://storeinn.com/investment 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 ### 2. Operations — https://storeinn.com/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. ### 3. Advisory (Innstillo) — https://storeinn.com/services 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 --- ## Property Owners — https://storeinn.com/property-owners Storeinn partners with property owners to convert underutilized space into profitable self-storage operations. The partnership model offers an 85/15 revenue split where the property owner retains 85% of income. **What Storeinn provides:** - Full operational management - Technology platform (Inntello) - Marketing and customer acquisition - Dynamic pricing and yield management - 24/7 remote monitoring and support --- ## Our Brands ### Storeinn — https://storeinn.com The operator and holding company behind modern self-storage. Uses e-commerce thinking with centralized remote operations, dynamic pricing, and data-driven execution. ### inntello — https://inntello.com The system platform for centralized operations, automation, and dynamic pricing. A Microsoft Dynamics-based infrastructure powering all operations. AI-driven self-storage management platform. ### innstillo — https://innstillo.com Strategic advisory and consulting services for self-storage operators, investors, and developers. ### innshub — https://innshub.com Knowledge sharing and networking platform connecting self-storage professionals across Europe. ### 24GarageBox — https://24garagebox.com / https://storeinn.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. ### Grana International — https://granainternational.com 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. --- ## AI Tools Storeinn offers several AI-powered tools: ### Inndentify AI-powered storage size estimator that analyzes photos or item descriptions to recommend the optimal storage unit size. Uses computer vision and knowledge-base-driven sizing rules. ### Riley — AI Booking Assistant Helps customers find and book the right storage unit through conversational AI. ### Lina — AI Pricing Specialist Provides dynamic pricing information and helps customers understand storage costs. ### INNventory Expert Knowledge-base-driven AI assistant for complex storage, insurance, and inventory queries. --- ## Contact - **Email**: info@storeinn.com - **Address**: Kungsgatan 8, 111 43 Stockholm, Sweden - **LinkedIn**: https://linkedin.com/company/storeinn - **Company**: Storeinn International AB ## All Pages - Home: https://storeinn.com/ - Investment: https://storeinn.com/investment - Operations: https://storeinn.com/operations - Advisory: https://storeinn.com/services - 24GarageBox: https://storeinn.com/24garagebox - Property Owners: https://storeinn.com/property-owners - About: https://storeinn.com/about - Privacy Policy: https://storeinn.com/privacy-policy - Terms of Service: https://storeinn.com/terms-of-service - Cookie Policy: https://storeinn.com/cookie-policy - robots.txt: https://storeinn.com/robots.txt - sitemap.xml: https://storeinn.com/sitemap.xml ## Languages The site is available in 6 languages via domain-based routing: - English (default): storeinn.com - Swedish: storeinn.se - Danish: storeinn.dk - German: storeinn.de - Spanish: storeinn.es - French: storeinn.fr