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Creativity, quality, and 40 years of knowledge of printing on pens

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Ingli Sweden history

For almost 40 years, Ingli Sweden has supplied the market with profiled promotional pens.

It was in 1980 that founder Jaan Ingel first had the idea to start a small printing company with his family, run from his basement in Täby, north of Stockholm, and specialising in promotional products. Even back then, he had a clear vision. A vision of building relationships and adding value by offering creativity, knowledge, service, and quality to his customers. This clear vision and the key values it is based on live on in the company today.

Ingli Sweden is now one of the oldest product media companies in Sweden and it is the largest supplier of pens in the promotional market. Its comprehensive range, most of which are kept in stock, and its own printing facilities mean that we can offer a plethora of options and short lead times for both printed and unprinted products. Ingli Sweden is also the Swedish agent for some of the world’s biggest pen manufacturers, working with a number of well-known brands such as INGLI, Cross, Sheaffer, Stilolinea, Maxema, Pilot, and Ballograf.

Pens are our passion, and our primary objective is to raise awareness of the value of promotional pens – something which we work on every day by way of our PenValue concept.


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Important dates in the history of Ingli Sweden. An exciting journey still on the move.

1980 (08.04)

On August 4, 1980 43-year-old Jaan Ingel registered the company Jaan Ingel AB at the Swedish Companies Registration Office. At that time the business idea was to sell various promotional items directly to end users, especially banks and post offices. The operation was conducted from his home in Täby north of Stockholm together with his wife Anna. By obtaining good connections with suppliers, mainly in Asia, they were able to compete in the market with unique products at favorable prices.


To speed up the deliveries and raise the quality of printed products the company's first printing machine was bought. The business quickly becomes profitable and will later prove to be the start of one of northern Europe's largest and most complete printing houses for pens.


The company moved into new, larger premises in central Täby and the workforce had now grown to five people. This year Jaan Ingel also succeeded to negotiate the company's first pen agency for the Italian brand Stilolinea. A great advantage since Stilolinea already was one of the largest pen manufacturer in Europe.


An investment was made in a larger, private property in Arninge Industrial Area in Täby to make space for more employees and new printing machines. At this point the company made the decision to change strategy and transition to sell only through distributors within the promotional market. This year Jaan Ingel, who was born in Estonia, also starts to send aid shipments to this neighbor state that newly regained independency. The shipments, which contained mainly of pens and conference materials, soon became the beginning of a strong trade connections with the Baltics.

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In 1999 the business was thriving and a large warehouse was built to provide the customers with faster deliveries. An effort to establish the company on the European market was also initiated this year along with the successful launch of the company's first website.


This year the company launched Add1 which was the first pen designed under the own brand INGLI. It quickly became a great success and soon the INGLI series was complemented with additional pen models. All pens in the INGLI series represent high writing comfort, modern design and optimal printing options which can explain why they have become so popular. As a result, the INGLI brand grew so strong that the company simply chose to change the name and start promoting the whole business under the name Ingli Sweden.


After a few years of serious disease Jaan Ingel passed away and the company continued operations under the lead of the children Mats Åsbrink, Michael Ingel, Linda Ingel and Johan Åsbrink. Since the major part of the revenue was received from sales of pens it was decided to discontinue other products from the range to focus on the core business, specializing on writing instruments.


Cooperation with Ballograf and Pilot Nordic was established and Ingli Sweden took another step as the most complete writing instruments supplier in northern Europe's promotional product market. Today the company has around thirty employees working together with a great passion for pens and their value as advertising media.

Promotions & News


Our new Eco-pens! See the full range here

Now we can offer a new range of Eco-pens with several interesting news. The demand for eco-friendly pens is high and our ambition is to continuously expand our range. We have, for example, pens made of biodegradable PLA plastic (Bio-S!, Vegetal Pen, S45 Bio), pens made of recycled plastic (E-Venti Recycle, Thera Recycle, E-Twenty Recycle, Acroball, and Rex Grip),...

Promotions & News

Digital catalogue with pens only

Our digital catalogue with pens only is a document for those who want a good overview of all the pens in our range. The catalogue is meant to be an inspiring and informative tool for both partners and end-users, and therefore it is provided with recommended retail prices. Please feel free to contact us if you want more information about us, our range of pens or wish...


Luxury is a state of mind: Find your Mood

Whatever mood you are in, you don't want to miss the experience of this new series of exclusive pens. Mood is a luxurious premium pen from Italian Maxema in high-quality plastic with diamond cut metal parts for a dazzling result. Find Your Mood - Choose from four luxury PEN models Designed by Italian Maxema, Mood is available in four luxury models, all with...


Elis: Spring’s most colourful promotional pen

Don't miss this spring's most colourful pen! Elis is a well-designed and stylish promotional pen of the highest quality available in a whole palette of different colours. Watch the video and download our product sheet with recommended retail prices below.   CHOOSE BETWEEN 2 PEN MODELS AND 34 DIFFERENT COLOURS Manufactured by quality-conscious...


Exclusive sets of metal pens

Our range includes several exclusive sets of metal pens. We offer sets in varied price ranges for pen models with different writing features. We have classic sets as well as more luxurious versions from famous brands. A set of pens with engraved names is highly appreciated. A personal and useful gift suitable for both customers and partners, employees or the...