When Swedish serviced office operator Ioffice acquired United Spaces from property company Castellum in autumn 2025, the deal created one of Sweden’s largest coworking and serviced office companies. This is how Greatness PR helped Ioffice turn Sweden’s largest coworking acquisition into a media story that continued to generate coverage for several months.

The work included developing key messages, press releases and interview briefing materials, as well as proactive media outreach to relevant journalists covering property, business and start-ups. Greatness PR was also responsible for invitations to and coordination of a press briefing held in connection with the acquisition, alongside ongoing dialogue and follow-up with the media before, during and after publication.

The assignment developed into an ongoing communications initiative spanning several months, with a series of news stories used to keep both the acquisition and the company’s development relevant to the media.

“The acquisition of United Spaces and the subsequent rebrand were two pivotal steps in the Ioffice story. The communication was not simply about announcing that the deal had been completed, but about explaining what it meant for customers and the market, as well as the kind of company Ioffice wanted to build for the future,” says Magnus Sjöbäck, CEO of Greatness PR.

“Greatness helped us keep the story alive for several months and strengthen our position through recurring media coverage in several of the publications that matter most to our industry,” says Homan Tehrani, CEO of United Spaces and founder of the former Ioffice.

Results: Coverage in leading property and business media

The work began by generating media coverage around the acquisition itself, resulting in articles and interviews in several of Sweden’s leading property industry publications, including Fastighetsvärlden, Fastighetsnytt and Fastighetssverige.

Fastighetsvärlden – Homan Tehrani: “Why we are acquiring United Spaces”

Fastighetsnytt – Ioffice after the major deal: “Our acquisition journey doesn’t end here”

Fastighetssverige – Exclusive interview on the major acquisition and plans for the future

Fastighetssverige – How Homan Tehrani plans to make Ioffice even bigger

Citymark Today – Ioffice acquires United Spaces

A few months later, the communications work continued when Ioffice brought the entire business together under the United Spaces brand, resulting in further coverage in leading property industry media.

Fastighetsvärlden – Ioffice becomes United Spaces – targeting profitability as early as next year

Fastighetsnytt – Ioffice becomes United Spaces: “One brand”

Fastighetssverige – Ioffice changes its name to United Spaces

In early April, the communications work entered its next phase as the name change was officially implemented and all Ioffice locations became United Spaces. This generated another round of media coverage and marked the third stage of the communications work surrounding the acquisition.

Fastighetsvärlden – Ioffice takes the next step and becomes United Spaces

Fastighetsnytt – Official: Ioffice changes its name to United Spaces

Fastighetssverige – United Spaces: A further 25 per cent of Stockholm’s office market is suitable for flexible office space

Looking for media coverage that delivers lasting impact?

Greatness PR is a PR agency in Gothenburg that helps companies build media visibility in the right channels. Through strategic PR and proactive media relations, a single piece of news can develop into a wider story that strengthens a company’s position and keeps it relevant in the media over time.

Interested? Get in touch to start a conversation.