Henrik Larsson new CEO of Vartex – takes over Addnature and Outdoorexperten

New CEO Henrik Larsson

Following the restructuring.

Henrik Larsson is the new CEO of Vartex, the company that owns the e-commerce stores Addnature and Outdoorexperten. In addition to this, the company also operates its own e-commerce and wholesale business. He takes over from Niklas Jarl, who is moving to a role higher up in the group. This is according to Dagens Handel.

In August 2026, Henrik Larsson assumed the role of CEO. He most recently held a CEO position at Grimsholm and has previously worked as Chief Operating Officer for Postnord Third-Party Logistics.

The previous CEO, Niklas Jarl, has led the company as CEO since December 2024. He is reportedly now focusing on his role higher up in the WS WeSports Group. Since August 2023, he has held a position as Commercial Director in the parent company, which is likely the assignment he will devote more time to going forward.

Editorial Staff