In his faded coat, tinted prescription glasses and scuffed shoes, he looks like just another pensioner scraping by on a tight budget.
But the man pictured here is Ingvar Kamprad, the reclusive Swedish founder of Ikea. And he is worth £15.7billion.
That makes him the world's seventh richest man, but the 81-year-old admits he is still "a bit tight" with money.
He takes easyJet flights, drives himself around in a 15-year-old Volvo, and has furnished his modest house almost entirely with Ikea items - which he assembled himself.