The history of Tankbar 1996–2026

1996 – Interaktiv Media AB sees the light of day

Tankbar's history began in 1996 under the name Interaktiv Media AB – a name that felt just right at the time. It was a bit like being called Internet AB (or so we thought back then). The company was a subsidiary of Jan Johansson Reklam AB, which was also Sweden's first advertising agency with its own website.

Behind the launch were Philip Saltskog and Kalle Johansson, who moved down one floor in the building at Fruängsgatan 3 in Nyköping and began building websites in earnest. The same building housed the marketing department of Bergsala AB, Nintendo's general agent, which quickly became one of the very first customers. Tankbar built Nintendo's websites for the entire Nordic region and Austria – a task that was both technically demanding and strategically important.

Other early customers included Svenska Möten (then Svenska Kursgårdar) and Biltema Sverige. Tankbar was one of Sweden's very first web agencies. Icon Medialab and Spray were also founded in the same year – they too started out as web agencies.

The company was also one of the first in Nyköping to have a permanent internet connection: a dual 128k ISDN line with constant connectivity, which was groundbreaking at the time. The company acquired its own server and operated its websites internally – simply because there weren't that many web hosts to choose from.

2000 – Move to Gamla Tingshuset and name change

In 2000, Tankbar moved to Gamla Tingshuset in Nyköping – straight into the old courtroom, with a ceiling height of approximately 15 meters. At the same time, the company changed its name to Tankbar Interaktiv Media AB. “Interaktiv Media” turned out to be a concept rather than a brand, difficult to own and distinguish. The name Tankbar was taken from an old Koppartrans petrol pump.

It wasn't just Tankbar that moved. Jan Johansson Reklam AB, which bought Tingshuset, changed its name to Tinget Marknadskommunikation at the same time. Other companies in the building included Bergsala AB, Mediacraft Information, and MA Production. Through its collaboration with MA Production, Tankbar also delivered websites to artists such as Alcazar, The Poodles, and Sarah Dawn Finer.

2001–2003 Own systems and creative everyday life

In the early 2000s, Tankbar developed several proprietary system solutions, including TB-Server CMS, TB-Office Print, and TB-Radar CRM. Partnerships were established with Wipcore eNova and iCore Solutions.

The customer list now included Brio, Lekia, Qbrick, Biltema, Expert, Svenska Möten, Nintendo, TRR Trygghetsrådet, Moderaterna, and Svenskt Näringsliv.

The old courthouse was more than just an office. On the podium in the courtroom, the band WildTing set up drums, amplifiers, and PA equipment. Their repertoire consisted of classics such as Breaking the Law, Living After Midnight, and Smoke on the Water. The office even had its own beer bar with real kegs. When the Spendrups truck arrived to deliver new kegs, the question was sometimes asked: "This isn't a bar, is it?" No – just a normal office.

Tankbar also took over Bergsala's marketing department, producing printed materials such as Club Nintendo Magazine and Lekia's catalogs using a proprietary DAM and print-on-demand system.

The company was also an early adopter of video conferencing, through a partnership with Marratech, whose technology was developed at Luleå University of Technology. Marratech was later acquired by Google and today forms part of the basis for Google Meet.

2006–2009 Major e-commerce projects and the financial crisis

Between 2006 and 2008, operations were characterized by major e-commerce projects for Expert Sweden and Norway, which at one point accounted for up to 80 percent of total capacity.

When Expert terminated the agreement with immediate effect without warning, and also recruited key personnel, it was an abrupt change. Shortly thereafter, the financial crisis of 2008-2009 also struck.

For Tankbar, these years were about staying the course, prioritizing correctly, and continuing to deliver—with the experiences of the IT crash fresh in my mind.

2011 – Renovation, cinema, and housewarming party

In 2011, the premises in the Old Riksbank Building were completely renovated together with Sörmlands Sparbank. The office went from yellow-orange, mushroom-painted walls and linoleum carpets to bright, modern surfaces with a new kitchen, new floors, lighting, and soundproofing.

In one of the old cellar vaults, they also built their own cinema, complete with real cinema seats, a projector, and a powerful sound system. The opening was celebrated with a big party where Tony Irving taught the guests how to dance, the group Erato performed, DJ Nino played—and the whole evening was livestreamed.

2016 – 20 years of Tankbar

In 2016, Tankbar celebrated its 20th anniversary. The anniversary was celebrated by inviting everyone who had ever worked at Tankbar, along with their partners. It was an evening filled with memories, laughter, and stories from two decades of digital development.

That same year, Tankbar also opened Nyköping's first "coffice" – a coworking space, long before hybrid working became commonplace.

2020-2023 Pandemic, transition, and 25 years

The 2020 pandemic changed the conditions for many companies. For Tankbar, it was a matter of adaptation rather than panic. Digital presence became crucial for many customers, and experience from previous crises proved its value.

2021 marked 25 years since the start, at the same time as demand picked up again. 2022 was one of the company's strongest years, and 2023 was characterized by both growth and a strong team spirit.

2026 – Anniversary Trip to Croatia

Naturally, we wanted to celebrate our 30th anniversary together with the people who made this journey possible: our employees. That’s why we headed to Croatia for a few days filled with sailing, camaraderie, new experiences, and well-deserved celebrations. The anniversary trip was not only a tribute to three decades of growth, but also to the people behind Tankbar and the strong culture we’ve built together.

On our blog, you’ll find photos and highlights from the trip for anyone who wants to follow along on our anniversary adventure.