The billionaire owner of fashion chain H&M and the staff of his sprawling Wiltshire estate have helped bring faster broadband to an entire village.
Stefan Persson was as angry as other residents at the slow internet speeds endured in the village of Axford near Marlborough.
After being told it would cost £170,000 for BT Openreach to install the infrastructure for a high-speed connection, staff on his Ramsbury Estate dug their own two-mile trench to speed up the process.
After initially fearing it could be years before they got faster internet, the work of Mr Persson and his staff means the village should have better broadband by Easter.
Stefan Persson, pictured left and, right, with his wife Carolyn, has stepped in to help a village near his country estate in Wiltshire get faster broadband
Villagers from Axford and staff from his estate have dug a trench for a cable to connect the village to the faster broadband network
Mr Persson, whose father founded H&M in the 1940s, has a nine-bed manor on his 780-acre estate, which includes a swimming pool, walled gardens and an orangery.
Residents in nearby Axford were furious at not being mentioned in planned roll-out of superfast broadband for 2020 and 2021 and got together to