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):
10,000 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): 32,557 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):
0 shares.

Niklas Lingblom became Chief
Financial Officer (CFO) in February 2024.

Niklas has extensive experience in e-commerce and has
most recently held the role
of CFO at Inet with general
responsibility for all financial
processes.

He also has prior experience
from public companies having
held the role of Finance Manager at Powercell Sweden AB
(publ). Niklas has also been
Financial Controller at IT
distributor Exertis CapTech AB
and Senior Auditor at EY.

Niklas has a Master’s degree
from the School of Business,
Economics and Law at the
University of Gothenburg.

Shareholding (including any
related person holding):
11,670 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):
0 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):
0 shares.