Since the private equity firm Stella Capital became the majority owner of the parent company Mandaley in 2022, the leadership has been marked by restructuring. Several people have held the CEO position to manage different phases of the company's development.
In 2025, Philip Abrahamsson stepped in with the goal of preparing the business for international expansion, which included upgrades to IT systems and a transition to a third-party logistics provider (3PL). Once this foundation was laid, he left his position.
After that, Chairman of the Board Ellen Dixdotter temporarily took over the responsibility in early 2026.
Internal Choice Takes Over Permanently
Now it is clear that Sofia Lind Andersson will be the one to lead the companies forward from tomorrow.
She comes from the role of CFO of the group, but has also previously held the role of acting CEO for a two-year period. In connection with her taking office, Ellen Dixdotter will return to focusing fully on board work as well as brand and product development.
We've had some turbulence with CEOs. They clearly hadn't found the right fit. But now we're back on track, says Sofia Lind Andersson to the website.
With the new leadership in place, the focus shifts to growth and an adjustment of the business models. The two brands have historically had different strategies for their sales.
Malina, which was originally built around a dealer network, will in the future direct more resources towards its own e-commerce. Soft Goat, which started with e-commerce, will instead grow through external channels.
Aims for 600 Million
Both companies also aim to gain market share internationally.
To meet the broader market, the organization has been expanded with new design managers for each brand.
The goal is to reach a combined turnover of 600 million Swedish krona within three years. In 2025, the combined sales amounted to approximately 300 million Swedish krona, distributed as 157 million for Soft Goat and 137 million for Malina.
Profitability during the same period decreased as a direct consequence of the investments made in warehousing and technology.