Thule strengthens its focus on consumer and retail
Monday, July 05, 2021 6:10 AM

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Jul. 5, 2010 (Hugin AS) --

Malmo July 5th, 2010

To further raise its focus on the consumer market and retail industry, Thule today presents two new senior members of the Group Management team.

"We are strengthening the company's overall strategy with a clearer focus on the consumer market. This allows us to broaden the market for our products and to further strengthen the Thule trademark, thereby improving Thule's development. All in all, it is about meeting the consumers where the consumers are. We want to speak directly to them as Thule and not only through our distributors", says Magnus Welander, CEO of Thule.

To accelerate this work, Thule has recruited two senior members to the Group Management team:

  • Michael Forsmark, 44, takes office on 1 October as the President for Vehicle Solutions, Thule's largest business area. Michael has extensive experience from several senior roles in the retail sector, most recently as the CEO of the Finnish food group Atria's operations in Sweden and Denmark. Before that he held senior roles in companies such as Carlsberg, Leaf and Wrigley.

  • Fredrik Erlandsson, 39, took office on 1 July as the Senior Vice President Communications for the Thule Group. Fredrik joins Thule from the role as the Corporate Relations Director for the British alcohol beverage company Diageo's operations in Scandinavia and Eastern Europe. Previously, he has been working as a senior public relations consultant in Scandinavia and Germany.

"I am delighted that we have recruited two such experienced and skilled people to our Group management. I am confident that with Michael and Fredrik we will quickly see a change in focus of Thule's way of communicating with our customers at the retail level", says Magnus Welander.

For more information please contact:
Magnus Welander, CEO of Thule, mobile: +46 70 332 55 04
Fredrik Erlandsson, SVP Communication, mobile: +46 70 309 00 21

About Thule
Thule is the world leader in products that make it easy for people to transport their equipment safely, securely and with style. Under the motto of the Active Life, Simplified Thule offers Carry Solutions (laptop bags, camera bags, backpacks, etc.), Vehicle Solutions (roof racks, bike carriers, ski boxes, snow chains, etc), Work Solutions (step clips, tool boxes, etc.) and Towing Solutions (tow hooks and trailer). The Thule Group has approximately 3,000 employees at more than 30 production facilities and sales offices worldwide. Sales in 2009 amounted to SEK 5.8 billion. Thule is majority owned by Nordic Capital. The company has its headquarter in Malmo, Sweden.

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