Aira, a pioneering Swedish clean energy-tech company, has embarked on an ambitious journey to transform how the UK heats its homes — focusing on decarbonisation and electrification. Since launching in the UK just over a year ago, the company has grown to employ over 360 people, establishing itself as a major player in the clean energy sector. But what does it take to expand into a new market, especially one with as much potential — and as many challenges — as the UK? Daniel Särefjord, Aira UK’s CEO, offers a glimpse into their journey.
The UK is at a critical juncture in its efforts to decarbonise residential heating. With just 1% of homes currently using heat pumps, the adoption rate remains far behind countries like Sweden, where over 90% of new heating systems are heat pumps. Recognising this, the UK government has introduced generous subsidy schemes, including the £7,500 Boiler Upgrade Scheme (BUS) in England and Wales, and £15,000 in funding through Scotland’s Home Energy Scotland Grant and Loan.
“The BUS is a signal that British policymakers are prepared to support the decarbonisation of Britain’s housing stock,” Daniel explains. With over 25 million gas or oil boilers still in use, he sees significant potential to bring cleaner, greener alternatives to UK households. “It’s good for the consumer’s pocket, the climate, and the UK’s future energy security.”
Aira’s work in the UK is proof of the impact Swedish businesses can have when they take the leap into international markets. As Daniel himself puts it, “The time for the energy transition is now; there is simply no time to waste.” And with companies like Aira leading the charge, the journey to Net Zero doesn’t just feel possible — it feels inevitable.
A Journey of Collaboration and Innovation
Expanding into the UK required ambition, strategy, and valuable partnerships, Daniel explains. For example, Aira has received substantial support from the UK Department for Business and Trade, which he credits as instrumental in their success.
“They have helped us at many stages, from introducing us to the market opportunity to supporting the UK launch of Aira and providing introductions to key decision-makers,” he says. Regional investment agencies, such as Manchester Inward Investment Agency (MIDAS) and Sheffield City Council, have also played an important part in helping Aira establish regional hubs.
This collaborative mindset has allowed Aira to set up operations across the UK, ensuring they’re not just delivering the technology but also embedding it within local communities. The company’s innovative, vertically integrated business model — managing everything from manufacturing to customer service — has also been key. By controlling the entire process, Aira ensures efficiency, agility, and seamless customer experiences.
Building skills for a green future
Beyond its direct contributions to the UK’s decarbonisation efforts, Aira is helping to build the workforce required to meet the country’s Net Zero goals. The company launched an Aira Academy in Sheffield to train the next generation of green energy professionals, which gained LCL Awards accreditation and welcomed its first cohort of apprentices towards the end of 2024.
Over the next decade, Aira plans to hire 8,000 clean energy roles in the UK. “We are inspired every day to accelerate the clean energy-tech transition and help Great Britain reach its Net Zero targets,” Daniel says.
Lessons from Sweden
The UK’s journey towards decarbonisation has a long way to go, but Sweden’s success story offers a valuable blueprint. “It will be impossible for the country to reach Net Zero without learning the lessons of Sweden’s successful clean energy-tech transition,” Daniel remarks.
Key to Sweden’s progress has been a combination of carbon taxation and attractive subsidy incentives. The UK has already begun to implement similar measures, but there’s still much to learn. By studying Sweden’s experience, Daniel believes the UK can unlock significant environmental, financial, and social benefits.
Key advice for Swedish innovators eyeing the UK market
Expanding into a new market is rarely without challenges, and Aira’s journey has been no exception. “It is always difficult to be the first ones to attempt a new business model simultaneously across multiple markets,” Daniel admits. But he also emphasises the importance of resilience and a willingness to learn. “The most important thing is not to be afraid of making mistakes. We are learning all the time.”
For Swedish businesses considering a move to the UK, Daniel has simple but powerful advice: embrace the UK’s openness to innovation. “This country has a proud tradition of innovation and embracing industrial change, from the industrial revolution to George Stephenson and the public railways, to Alan Turing and his work cracking the enigma code; Britain has a proud tradition of nurturing the disruptive technologies that have shaped the modern world. If you have a great idea, there are few better places to realise your ambition.”
Comments