Send a message

Executive management

Maria Segergren

Chief Assortment Officer

Maria Segergren joined Nelly Group’s subsidiary Nelly NLY AB as Chief Assortment Officer (CAO) in May 2019 and was appointed CAO in Nelly Group in December 2020. She previously came from KappAhl where she was Assortment and Design Director since September 2016. She had also been Global Assortment Manager at & Other Stories. Between 2000 and 2014, she had several leading roles in assortment and purchasing at H&M.

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

Shareholding (including closely associated persons): 10 600 shares


Andreas Drougge

Chief Technology Officer

Andreas Drougge joined Nelly Group’s subsidiary Nelly NLY AB as CTO in August 2020 and was appointed Nelly Group’s CTO in December 2020. Prior to that, he was a co-founder of the companies Ayo and Suavoo. He has also been CTO at Jetshop, Development Manager at Amazon, Head of IT at Lovefilm and more.

Andreas has a bachelor’s degree and a master’s degree in IT from the University of Jönköping

Shareholding (including closely associated persons): 8,115 shares



Therese Knutsson

Chief Human Resources Officer

Therese Knutsson assumed the CHRO position in Nelly Group’s subsidiary Nelly NLY AB in December 2018 and was appointed CHRO in Nelly Group in December 2020. She previously came from Fristads where she was HR Manager since January 2015. She has also worked as an HR consultant in the Västra Götaland region and as human resources manager at Uniflex.

Therese has a bachelor’s degree in behavioral science from Borås University

Shareholding (including closely associated persons):  0 shares


Mimi Darin

Chief Commercial Officer

Mimi Darin took office in March, 2021. She has solid experience of business development in e-commerce and fast-moving consumer products. Since 2016, she has worked at IKEA as a Global Business Leader with responsibility for business development, branding and sustainability. Prior to that, she had a number of leading roles at Ellos from 1995 to 2016.

Mimi has an MBA from the School of Business, Economics and Law at the University of Gothenburg

Shareholding (including closely associated persons): 7 703 shares


John Afzelius


John Afzelius was appointed CFO of Nelly Group in April 2020. John had previously served as CFO at subsidiary Nelly NLY from August
2019. He was previously at Transtema Group AB, where he was a member of the management team as CFO. Before that, from 2013 to 2016, he was CFO at Thin Film Electronics ASA. The company is listed on the Oslo Stock Exchange. John also worked at Orkla in strategy and M&A, and at Nordea Investment Management and Catella Kapitalförvaltning in asset management.

John is a graduate in engineering from KTH, and economics from Stockholm University, a Chartered Financial Analyst from CFA Institute and an officer in the naval reserve.

Shareholding (including any related person holding): 30 820 shares.


Kristina Lukes


Kristina joined as CEO of Nelly Group’s subsidiary Nelly NLY AB in April 2020 and was appointed CEO of Nelly Group in November 2020. Kristina has previously worked with business development, sales and marketing and product development in fast moving consumer goods, mainly at Unilever and Orkla during 15 years. She has also been CEO of one of McCann’s communications and advertising agencies in Gothenburg. She most recently comes from Paulig where she had been responsible for Santa Maria and Risenta.

Kristina holds a Master of Science in Business from Gothenburg University.

Shareholding (including closely associated persons): 68 646 shares