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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): 13 065 shares



Helena Karlinder-Östlundh

Chief People, Communications & Sustainability Officer

Born 1981

Helena Karlinder-Östlundh took up her post as Chief People, Communications & Sustainability Officer at Nelly in March 2022. Helena has worked on issues relating to human resources and organisational development 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): 0 shares.


Stefan Svensson

Chief Operations Officer

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): 54 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): 69 750 shares.