Executive Management

Helena Karlinder-Östlundh has
been the permanent CEO of
Nelly Group since 28 September 2023.

She started work at Nelly in March 2022. Helena had
previously 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 had 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):
26,042 shares.

Stefan became Chief Operations Officer (COO) of Nelly
Group in August 2021.

Stefan’s most recent role was at NetOnNet, where his responsibilities included the logistics function since 2015.

Stefan previously worked in distribution in the consumer
electronics sector and for several years as a consultant in
logistics development.

Stefan has an MSc in logistics from the University of Borås.

Shareholding (including any related person holding): 38,326 shares.

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

Madeleine’s most recent role
was as sales manager at Nelly,
where her responsibilities
included sales and performance marketing.

Madeleine is a graduate in business administration from the
School of Business, Economics
and Law at the University of
Gothenburg and in politics from
the University of Gothenburg.

Shareholding (including any
related person holding):
5,405 shares.

Josefin Dalum became Chief Financial Officer (CFO) of Nelly
Group in March 2026.

Josefin has extensive experience in consumer‑oriented businesses and most recently held the position of CEO, and prior to that CFO, at NetOnNet, where she was responsible for both Sweden and Norway. She has solid experience in strategic transformation initiatives, financial management including profitability improvements, and commercial development within e‑commerce and retail.

Josefin also has previous experience from publicly listed companies, having served as Group CFO and interim CEO at Moment Group AB (publ). She has additionally worked as a consultant at Polestar Automotive and has a background as an auditor at EY.

Josefin has a Master’s degree from the School of Economics and Management at Lund University.

Shareholding (including any related person holding): 0 shares.

Lotta Fermén became Acting
Chief Assortment Officer (CAO)
in June 2022. Since January
2023, she has held the role of
CAO in a permanent capacity.

Lotta’s most recent role was
as Category Manager at Nelly,
in which her responsibilities
included the purchasing team
for Nelly’s own brands, and she
has similar experience from
Gina Tricot.

Lotta has a degree in textile
economics from the University
of Borås.

Shareholding (including any
related person holding):
5,651 shares.

Anders Hellberg became Chief Technology Officer (CTO) in September 2023.

Anders’ most recent role was as Client Director at Avensia, where he was responsible for relations with partners such as Kappahl, Haglöfs, Nordic Nest, Bygghemma, Trademax and Chilli. Before that he spent 12 years at Stena Line and managed digital business
development.

Anders is a graduate in engineering from Chalmers
University of Technology in Gothenburg.

Shareholding (including any related person holding): 15,908 shares.