Executive management

Lotta Fermén was appointed acting Chief Assortment Officer (CAO) in June 2022. Since January 2023 she holds the position as CAO permanently.

Lotta most recently held the position as Category Manager at Nelly, where her responsibilities included purchasing teams within Nelly’s own brands, and she also has similar experience from Gina Tricot.

Lotta has a bachelor’s degree in business administration and textiles from Borås University.

Shareholding (including the holdings of related parties): 0 shares.

Stefan joined Nelly in August 2021. Prior to joining Nelly Stefan oversaw the logistics function at NetOnNet since 2015.

Stefan has previously worked several years in different parts of the home electronics supply chain and several years as a supply chain development consultant.

Stefan holds a Master of Science degree in logistics from the University of Borås.

Shareholding (including any related person holding): 21 277 shares.

Helena Karlinder-Östlundh is the permanent CEO of Nelly Group from September 28, 2023.

She joined Nelly in March 2022. Helena has previously worked with personnel and organizational development issues since 2005, first as a consultant at McKinsey & Company and then in senior positions in retail and the music industry. Her most recent role was as Chief People Officer at MECCA Brands in Australia and she previously also worked in the UK. She already has solid experience of transformation work, both in turnarounds and in hypergrowth companies.

Helena has a Masters of Science in organisational psychology from the London School of Economics and Political Science.

Shareholding (including any related person holding): 10 000 shares.

Niklas Lingblom assumed the role of Chief Financial Officer (CFO) at Nelly in February 2024.

Niklas has extensive ecommerce experience where he most recently held the position of CFO at Inet in a broad position overlooking all financial operations. Furthermore, Niklas has experience from public companies where he previously held the position of Finance Manager at Powercell Sweden AB (publ).  In addition, he has been Financial Controller at IT-distributor Exertis CapTech AB and Senior Auditor at EY.

Niklas has a Master of Science in Business Administration from the Gothenburg School of Business, Economics and Law.

Shareholding (including any related personholding: 11 670 shares.

Madeleine Einarsson was appointed Chief Sales Officer (CSO) in August 2023.

Madeleine most recently held the position as Head of Sales at Nelly since 2021, where her responsibilities included Sales and Performance Marketing.

Madeleine has a Degree of Bachelor of Science in Business administration from the School of Business, Economics and Law in Gothenburg. Madeleine also has a Degree of Bachelor of Science in Political Science from Gothenburg University.

Shareholding (including the holdings of related parties): 0 shares.

Anders Hellberg was appointed Chief Technology Officer (CTO) in September 2023. Prior to joining Nelly, Anders held a position as Client Director at Avensia where he was responsible for the collaborations with e.g. Kappahl, Haglöfs, Nordic Nest, Bygghemma, Trademax och Chilli. Before that, he for 12 years was managing digital business development at Stena Line.

Anders has a Master of Science degree from Chalmers University of Technology in Gothenburg.

Shareholding (including the holdings of related parties): 0 shares.