Josefin Dalum was recruited in March 2026 and joined with an impressive resume. She most recently came from the role of CEO of the electronics giant Netonnet, where she, among other things, drove through a shift in pricing strategy and modernized aging e-commerce platforms.
Josefin Dalum will remain in her position during the six-month notice period, giving the board a much-needed breather to scour the market for a replacement until spring.
I am grateful for the time I have been a part of Nelly and would like to thank my colleagues for a good collaboration. I will take with me a lot from my time here, says Josefin Dalum.
Double Blow for the E-tailer
The departure comes at a turbulent time for the fashion giant. In early August, the news broke that CEO Helena Karlinder-Östlundh is leaving the ship. During her time at the helm, she successfully navigated Nelly from being a pure e-tailer to also cutting the ribbon on physical stores in both Stockholm and Copenhagen.
I would like to extend a warm thank you to Josefin for her commitment and contributions during her time at Nelly. We are immediately starting the recruitment of a successor and will ensure an orderly handover during the notice period. I wish Josefin all the best in her new role, says Helena Karlinder-Östlundh.
Aiming for the Beauty Shelves
While the search for a new CFO begins, Karlinder-Östlundh already has her next industry challenge clear. Most recently in February 2027 she will step in as country manager for Sweden and Finland at Matas-owned Kicks.
She thus replaces Kicks' previous CEO Carola Lundell, whose role disappears in a reorganization where Matas chooses to move the responsibility for customer experience closer to the local markets.