Håkan Lundstedt
President and CEO and member of the Board of Synsam Group since 2015.
Born: 1966
Education: Marketing studies, IHM Business School, Sweden.
Work experience: Previously President and CEO of Mekonomen Group and CEO of Lantmännen AXA. Chairman of XXL ASA.
Other key assignments: Board member of Clas Ohlson AB.
Independence: Not independent in relation to the company, but independent to the company’s major shareholders.
Krister Duwe
Managing Director Sweden since 2016 and COO of Synsam Group since 2022.
Born: 1969
Education: Executive Master in Strategy, M-gruppen. Management Strategy, Finance and Leadership at PEAK HSE. Executive Education, Helsinki, Shanghai and Amsterdam. Leadership training, MiL Institute, Lund, Sweden.
Work experience: CEO of Mekonomen Sverige AB, Managing Director at MECA Sweden AB and BilXtra Sweden AB.
Hanna Ekstrand
Commercial Director Sweden (employed since 2018).
Born: 1982
Education: M.Sc. i Business and Economics, Linköpings University, Sweden. IHM Business School, Sweden.
Work experience: Managing Director Synsam Outlet. Head of Sales B2B på Synsam Sweden. Chief Marketing Officer at Mekonomen Group. Board Member Telge Tillväxt.
Jimmy Engström
Chief Commercial Officer Synsam Group since 2022 (employed since 2015).
Born: 1984
Education: M.Sc. in Economics and Business, Stockholm School of Economics, Sweden.
Work experience: Manager at OPX Partners and Consultant at Boston Consulting Group.
Jenny Fridh
Chief Communications Officer since 2025.
Born: 1972
Education: BA. Linköping University, Sweden.
Work experience: Chief Communications and Sustainablity Officer at Synsam Group (2019-2024), Group Director Communications and Sustainability at Scandi Standard AB (publ), Head of Communications at Kronfågel AB, and Scandi Standard AB (publ).
Linda Hammarström
Managing Director Smart Eyewear since 2025 (employed since 2015).
Born: 1986Education: B.Sc. in Business and Economics, Stockholm School of Economics, Stockholm, Sweden.Work experience: Consultant at Accenture, Business Developer at Coop Sweden, Head of Operational Excellence & Continuous Improvement, Synsam Group.Holdings of Synsam shares: 1,900 shares.
Per Hedblom
Chief Financial Officer since 2017.
Born: 1967
Education: M.Sc. in Industrial Engineering and Management, Chalmers University of Technology, Sweden. MBA. INSEAD, France.
Work experience: CFO at Mekonomen AB, Partner at Centigo, Associate Director at Arkwright, Consultant at Accenture and Business Sweden.
Ingrid Holm
Managing Director in Norway since 2023.
Born: 1986
Education: MA. Goldsmiths College, University of London, England. BA. University of the Arts London, England.
Work experience: Digital Marketing Manager at Varier Furniture AS.
Tina Høyer Gaardsholt
Managing Director Denmark since 2017.
Born: 1977
Education: Studies in Economics, Niels Brock Copenhagen Business College, Denmark. Studies in Business Coaching, Acuity World, Denmark.
Work experience: Head of Sales Nordic at Bang & Olufsen A/S and Retail Director at Telia Denmark.
Marina Kereklidou
Creative Director since 2017 (employed since 2016).
Born: 1970
Education: BA. Beckmans College of Design, Sweden.
Work experience: Board member of Marina Kereklidou AB. Fashion stylist for 20 years. Creative Director and clothing designer for BUSNEL clothing brand from 2011 to 2015.
Jesper Koefoed
Procurement Director since 2010.
Born: 1968
Education: Higher Commercial Examination (HHX), Lyngby Business School, Denmark. Mini MBA. Probana Business School, Denmark.
Work experience: CEO at Optical Fashion Group A/S, Vice President at Filtenborg and Product Manager at Profil Optik.
Vesa Mars
Managing Director Finland since 2012.
Born: 1961
Education: M.Sc. in Economics and Marketing, Turku School of Economics and Business Administration, Finland. Managing Director for Digi TV Plus, Managing Director for A-Lehdet Oy, Country Manager for Telia Finland.
Work experience: Managing Director at SF Optical Holding Oy Ab (franchisee of Synsam Group in Finland).
Olav Torgersen
Chief Optical Officer since 2018 (employed since 2011).
Born: 1972
Education: BS. in Optometry, University of South-Eastern Norway, Norway.
Work experience: Store Manager at Synoptik, Head of Sales at Rodenstock Norway, Founder/owner of Synsrådgivning AS, optician at Krogh Optik.
Susanne Westford
Chief Marketing and People & HR Officer Synsam Group, since 2023 (employed since 2015).
Born: 1972
Education: B.Sc. in Marketing, Business and Economics, Uppsala University, Sweden. M.Sc. in Business Law, Lund University, Sweden.
Work experience: Nordic Marketing & Communication Director for Th1ing Group in London. Nordic Marketing & Communication Manager for Turner Broadcasting, Eurosport (TF1) and Envirotainer (EMEA).