Mikael Thor left his position at Lekia earlier this year. The move to a company selling dog accessories is based on a desire to work more sustainably with e-commerce rather than the choice of product.
I have spent the last few years working on interim assignments, the latest of which was at Lekia as e-commerce manager. After leading a re-platforming in 2025 with a successful launch in October 2025, the assignment was completed in February 2026. Since then, I have worked as a freelancer on various smaller projects," says Mikael Thor and continues:
Now it felt right in my gut to enter into a more long-term assignment. What really appeals to me is the business and the digital journey, regardless of whether it's toys or pet supplies.
Although he is changing industries, the relationship with consumers is at the center of his strategy.
I don't have pets myself, but I am very impressed by the fantastic commitment both internally and among our customers. There is a strong loyalty in the industry that I am attracted to working with both broadly and deeply. Our customers become our ambassadors and we want to create even stronger relationships in the future.
Technology and AI in operations
In connection with his appointment, the company announced that it will investigate how AI can be used in the business. According to him, it is about building systems to handle future volumes, rather than replacing the entire way of working.
I have become increasingly interested in the possibilities of AI and we see great potential in creating good processes and tools that will facilitate both for us within the company and in the way our customers can interact with us," he says.
The idea is that the e-commerce retailer should be able to grow without losing touch with customers, and he plans to bring in external help to achieve this faster.
We are a company on a journey, so I do not foresee any revolutions in the world, but rather enormous potential for the company to handle larger data flows and prepare the company for strong expansion without having to compromise on the quality of our customer relationships. In my previous assignments, I have also created a good network of people who can add a lot of knowledge to the company and achieve faster development by simply working smarter.
New business areas and international expansion
The initial period as CEO will focus on reviewing existing digital processes and implementing quick measures to improve efficiency.
The company has done a fantastic job and has a stable position in the market, especially as experts in dog grooming and exhibitions. I have identified some low-hanging fruit within digitalization that we can work on during the first 100 days. This will create the conditions for us to then embark on a longer and larger journey.
In the long term, the company is looking to establish itself in more markets and target new customer groups, including professional actors in animal care, which would represent a step towards the B2B segment.
We are not quite there yet, but it may mean that we look at several markets and I also see potential in opening up several business legs in the company. A world that would be interesting to look at is how we can facilitate the work of veterinarians and also work with our customers so that they can prevent injuries to their pets," says Mikael Thor.
To manage the plans, the company is now preparing its board for the upcoming work. A physical meeting with the industry in Stockholm is also expected soon to make contacts.
We haven't finalized the roadmap yet, but we are looking at several tracks that we could implement during 2026. Right now, we are forming a new board and I look forward to working with the owners and the board on a long-term plan. Right now, in front of us, we will exhibit at the large fair in Stockholm EDS, European Dog Show, which is held in Sweden this year. Dog exhibitions are huge in Europe and it will be a fantastic show to follow for everyone who is there. For me, it's the first time, so I look forward to learning more and meeting customers and partners.
Parallels to the clothing industry
With experience also from the clothing industry, the new CEO sees similarities in how the businesses work, which he believes will be useful in the new assignment.
For me, it is clear that many processes within e-commerce can be applied to different markets and industries. So I bring with me both strategic issues that can be made easier by hopefully being able to take some shortcuts, but also smaller tips and tricks where we hopefully can get some quick effects by making the business more scalable.
The goal is to combine the staff's expertise in dogs with the right technical tools in order to build an organization that can handle higher pressure.
For me, it is also a lot about working with the organization and creating a good platform to be able to scale the business. 4dogs currently consists of staff with in-depth knowledge in their area of expertise. If I, partners and several people can complement with digitalization and e-commerce, we will create the perfect mix to make this joint journey a success.
He concludes by pointing to the entrepreneurial spirit that characterizes the pet segment and how it should be utilized going forward.
I really look forward to working with the whole organization and creating profitable growth both in the short and long term. Companies that I have created and run within clothing are very similar to how this industry looks. There is a lot of entrepreneurship and quick decisions. My goal is to mix that with a digitalization that strengthens the company and prepares us for higher heights.