About
The 34 Group is the web brand of Three Four Sarl. We are operators, not advisors: people who ran the floor, shipped the product and carried the result, now doing it for companies that need it done, not just described.
We kept watching cabinets diagnose problems they had never lived, hand over a deck, and leave the hard part to the client. We had spent careers on the other side of that, actually building and shipping. So we built the firm we wished those companies could hire: operators who arrive with a clean slate, find the real problem, and stay on the hook until it works.
Between us is more than a century of IKEA-grown retail and product experience, from the till to the global portfolio, plus enterprise finance, reliability and AI. We do not guess what an operator needs. We were that operator.
The operators who lead every engagement, the ones you work with directly. Each has run the thing they now help you fix.
Founder
Our founder started on the IKEA shop floor and spent twelve years working up to a global product portfolio: digital price tags he took from pilot to 150+ stores across 10 countries, AR store formats, a city-format store that paid back in two months. Since, through the firm, we have led product engagements for Nike, Salomon and Meilleur Taux. We do not guess what a retail operator needs. We were one.
Commercial Strategy, Customer Experience & Concept Development
Thirty-one years inside IKEA and its shopping-centre arm. This is our commercial engine: we turn built things into things that sell, and we design the floor that does the selling. We shape store concept and the in-store customer experience, the layout, circulation, staging and the path a customer walks, so a store converts more without changing the product. We ran a single-date system changeover across 29 stores with zero lost sales, built the commercial case for the first IKEA store in India, and authored the frameworks that make a store format repeatable across markets. If it has to roll out nationally and be adopted, not just launched, we have done it.
Twenty-nine years at IKEA in the United States, and the reason things stay up. We kept the mission-critical store platform live across 450+ stores, led a phased migration of around 400, and rescued a store from total shutdown after its server room was destroyed. We chair an enterprise automation forum and bring the governance a board recognizes. Our operator on the ground in the US.
We drove a Zadig & Voltaire store to number one in men's sales while ranking top-three globally for visual merchandising, then spent twelve years at IKEA owning in-store technology now live in 150+ stores across ten countries. The signature: we cracked a gold-ROI business case that had failed four times, by bundling the use cases. Taste, with a number under it.
This is the firm's finance and value-creation brain. We consolidate a multi-entity international group under IFRS across three currencies, and led the accounting behind a $32M leveraged step-acquisition: goodwill, debt, change of ownership. We are also an operator-turned-founder, building a brand and a community from scratch. This lets us sit across from a CFO or a sponsor and speak their language.
You work with the people above, directly. Behind them, a dedicated build team and a fleet of AI agents carry the heavy build, so a senior operator core can deliver far more than five people should. That is the model: operators in front, a machine behind, no juniors in the middle.
No deck, no gate. A working session on your real problem, with the people you just read about.
