Annica Hagen, former country manager of Sweden at Nobia, has been appointed the new CEO of Åhléns and will take up the position on September 1st. She succeeds Gustaf Öhrn who will continue to be associated with Axel Johnson.

Annica Hagen was the country manager of Sweden and EVP Brand Portfolio & Innovation at the Nobia kitchen group. Prior to that, she held leading roles focusing on innovation, customer insight and product development at The Absolut Company and Electrolux, among others.

In recent years, Åhléns has undergone a transformation from being a traditional department store chain to currently having a rapidly growing e-commerce, a physical and digital marketplace offering as well as the newly started operations Åhléns Outlet and Beauty Bargain. In just three years from its launch, e-commerce has grown at a rapid rate to a turnover of over half a billion SEK in 2019, aiming for a turnover of SEK 750 million in 2020.

“In a situation where Åhléns will further accelerate its transition from a department store chain to a broader offering focusing on increased e-commerce, in order to improve profitability over the next few years, I am convinced that Annica Hagen is the right person for the CEO role. Annica has a combination of a strong and inclusive leadership and expertise in innovation and development of customer offerings, which will be very valuable to Åhléns. Under Gustaf Öhrn’s leadership several important steps have been taken, starting with e-commerce, transformation into a marketplace and launching completely new offers, and I am glad that Gustaf will continue to be associated with Axel Johnson in the future so that we will continue to benefit from his deep industry expertise” said Mia Brunell Livfors, CEO of Axel Johnson AB and Chairman of Åhléns.

“Leading the development of one of Sweden’s most well-known and esteemed brands, in a market with rapid structural change and stiff competition, is an irresistible challenge”, said Annica Hagen, new CEO of Åhléns. “Coming from a background of developing consumer offerings in various industries, I look forward to continuing to drive Åhléns’ transition with my future colleagues. I also look forward to becoming part of the Axel Johnson Group whose combination of a long-term perspective, business focus and strong values strongly appeals to me.”

“When I hand over to Annica in August, I will have had just over four extremely eventful years at Åhléns. Although great challenges remain, I am proud of what we have accomplished together, which has resulted, among other things, in a huge cultural shift where we have taken giant digital strides and launched many new exciting initiatives for the future” said Gustaf Öhrn, departing CEO of Åhléns.

For further information, please contact:

Weronica Nilsson, Head of PR and Communications, Åhléns
phone: +46 701 98 11 23