Because it’s all about innovation.

Universal Avenue exists to inspire and enable people to live more enriched lives. To provide unmatched professional development, and connect people within an international community. Our Brand Ambassadors are located all over the world, set their own schedule and are free to work wherever they choose to travel. Together they form a distributed network that gives brands the freedom to grow in any market, at any time.


We look at sales from the perspective of representation.

Universal Avenue was founded in 2014 by Johan Lilja and Petter Hederstedt in Stockholm, Sweden. In less than two years a sketch on a piece of paper has become a global community of thousands of Brand Ambassadors, representing some of the world’s leading brands. We've launched in six countries, have four offices, along with a constantly growing in-house team of talented people. Our journey has just begun.

We accelerate growth.

Universal Avenue is introducing Sales-as-a-Service, with an on-demand direct sales force that can be activated instantly in any location around the world. Accelerate your customer acquisition with a global infrastructure for growth.

Our locations

We accelerate the growth of innovative solutions through an on-demand direct salesforce that can be activated instantly in any location around the world. This is where we’re currently active:

News

Find out more about what’s going on at Universal Avenue offices and read about our Brand Ambassadors.

UA news

Press

View Universal Avenue press releases and featured articles, or download brand assets.

UA press

Our team

Universal Avenue is a growing community, with people from all over the world.

The team

Board and advisory team

Johan Lilja

Johan Lilja

Director

Petter Hederstedt

Petter Hederstedt

Director

Andrea Bertone

Andrea Bertone

Chairman

Kerstin Cooley

Kerstin Cooley

Director

Davor Hebel

Davor Hebel

Director

Asheque Shams

Asheque Shams

Deputy Director

Carl-Fredrik Sammeli

Carl-Fredrik Sammeli

Advisor

Gary Swart

Gary Swart

Advisor

Hans Otterling

Hans Otterling

Advisor

Preston Junger

Preston Junger

Advisor