Jorma Söderström began his career in the furniture industry at a company called 'Kjellens Möbler' where he worked as an assembler of furniture and eventually as a salesperson. He subsequently started working at Nordiska Galleriet as a salesperson (under owner Carl-Magnus Heigard). After some 7 years at Nordiska Galleriet, Jorma opened his own company called 'Inside AB' on Karlavägen. He became a very influential agent for many international brands.
Inside AB became successful and they expanded the business with stores in Gallerian in the city centre and another in a suburban mall. The main target were private and business clients interested in contemporary designer furniture from both international and Swedish furniture and lighting companies.
Jorma did also open another showroom together with the Italian company Tecno at Kungsgatan in Stockholm.
After about 15 years Jorma sold his shares in both Inside and Tecno.
Jorma still wanted to continue with furniture after he sold the companies and started a new company called 'Outside AB' in Upplands Väsby, a northern suburb of Stockholm. The company expanded with a store in Malmö, before Jorma decided to wind down his business in early 1990.

This collection of luminaires was acquired by Jorma in the first half of the 1980s and is significant of its time and the era in which Jorma worked when he founded Inside AB. Jorma Söderström passed away in February 2022.