In her new role, she will work alongside Blomsterlandets CEO Susanne Holmström. The two have previously collaborated within the management of the e-commerce company Netonnet.
I am very pleased to welcome Josefin to Blomsterlandet. She combines strong financial expertise with commercial understanding and clear leadership," says Susanne Holmström.
Focus on Expansion and Profitability
Blomsterlandet states that they plan to grow through the development of existing operations, the establishment of new stores, and through acquisitions. At the same time, work continues to broaden the range of products. Susanne Holmström notes that the new CFO's background will be an asset in the company's future plans.
We have many opportunities ahead of us, and her ability to connect the business, the people, and the numbers will be important as we continue to grow and strengthen profitability. Josefin and I have worked together at NetOnNet, and I really look forward to doing it again," says Susanne Holmström.
In addition to her time at Netonnet, where she held the positions of both CFO and CEO, Josefin Dalum has been Group CFO at Moment Group as well as having assignments within Polestar and EY.
Blomsterlandet is a strong and well-known brand with a unique offering and a clear position in the market. It appeals to me to be part of the next step in the company's development together with committed colleagues and skilled teams. I look forward to contributing my experience and helping to create continued sustainable and profitable growth," says Josefin Dalum.
Changes in Nelly's Management
Josefin Dalum's transition to Blomsterlandet takes place during a period of changes in Nelly's management team. In August, it was announced that Nelly's CEO Helena Karlinder-Östlundh is also leaving the company to assume the position of Country Manager for Sweden and Finland at Kicks no later than February 2027. Nelly's board is now working to recruit replacements for both positions by spring.