Mikael Thor has more than twenty years of experience in e-commerce and retail. In spring 2025, he took over responsibility for Lekia's digital initiative. But now a new assignment awaits as he joins the e-retailer 4dogs.se.
The company's board of directors sees the recruitment as a natural step in the company's forward development.
We are very pleased to welcome Mikael Thor as the new CEO of 4dogs.se. Mikael has many years of documented experience from leading positions within retail, e-commerce and operational management. His strategic drive and ability to develop both the organization and customer offering make him the right person to lead the company forward, says Margareta Borg from the board of 4dogs.se.
AI and the digital journey
In his new role, Mikael Thor will work on developing the customer journey online and sharpening data-driven marketing. There is also a plan to explore AI to streamline operations in e-commerce.
At the same time, the company will maintain its personal service as the organization is now prepared to grow and create economies of scale.
4dogs.se has built up a fantastic foundation and strong trust among dog owners. I am entering the assignment with great humility for the work that has been done, but also with a very clear and ambitious vision. We will offer a seamless and engaging e-commerce experience and continue to drive strong, profitable growth already during the first year, says Mikael Thor.
In addition to his time at Lekia, Mikael Thor has previously worked as country manager for BabyWorld and been involved in driving brands such as Ebbe Sweden and OneTwoTen.
Now the focus is instead on the pet segment through 4Dogs Import Sweden AB, the company that runs the e-commerce business.