Borås TME Rebrands to Borås & Co: A Strategic Evolution
The destination company Borås TME has now developed further and changed its name to Borås & Co. This name change is part of a strategic effort aimed at strengthening Borås as an attractive place for both residents and visitors, and to more clearly reflect the company’s role and mission.
Strategic Transformation
The new name is the result of comprehensive strategic work conducted since 2023. With a new business plan from 2025, a revised ownership directive, and an increased focus on business development and collaboration, Borås & Co intends to contribute to a more vibrant, welcoming, and dynamic city.
”In our previous company name, TME stood for Tourism, Meetings, and Events. These three parts are still important and a significant part of what we do, but our mission has broadened, and the name needs to reflect that,” says Thomas Walfridson, CEO of Borås & Co.
Leadership Perspective
Per-Olof Höög, Chairman of the Board at Borås & Co, added context to the name change:
”The previous name was considered weakly connected to our mission, which led to the decision to change the name to create better conditions for the future. There has been substantial board work throughout the process, and the company and its employees have been involved.”
About Borås & Co
Borås & Co is a jointly owned company between Borås City and Borås Business Economic Association. At the center of the company’s operations is the triple helix collaboration between the public sector, business, and academia, which is considered crucial for Borås’s continued development.
The company includes internal collaboration between business areas of urban life, business, and academia, driving projects such as ”The Dream of Borås”, ”Student Borås”, and the center management of Textile Fashion Center. Additionally, Borås & Co coordinates the work of Destination Sjuhärad, where seven municipalities collaborate to promote the area as a destination.
Future Outlook
”We are now beginning a new chapter with renewed energy and an even clearer mission. We look forward to strengthening Borås and our region as a place where people meet, ideas are born, and the future is created,” concludes Thomas Walfridson.
