À propos Simon Lichtenberg, now aged 44, is widely known in the entrepreneurial world as the founder and C.E.O of the giant, worldwide renowned company called, Trayton Group. The group, whose headquarters is located in Shanghai, China, is best known for manufacturing, producing, and retailing furniture commodities of famous brands such as BoConcept and Ikea. Besides, the group also operates in timber trading and computer services. But before becoming a business Mogul, Simon Lichtenberg was an ordinary young Dane who dreamed of succeeding in business. Born in Denmark, he landed in China for the first time in 1987, at that time aged only 20.