Hanna Graflund Sleyman new CEO at KICKS group

In February, Hanna Graflund Sleyman will assume the role of new CEO for KICKS Group. Her extensive background in retail includes leading positions at companies such as Amazon, Daniel Wellington, Retail & Brands, Polarn & Pyret and McKinsey.

In October, it was announced that KICKS and Skincity are merging to form the KICKS Group, resulting in the Nordic region’s leading specialized beauty industry player, with a total turnover of SEK 4.5 billion. Hanna Graflund Sleyman has been appointed the new CEO of the KICKS Group, starting February 1.

Hanna Graflund Sleyman has previously been CEO of PDL, CEO of Departments & Stores (NK), had a leading position in Amazon’s establishment in Sweden, was Executive Director for Asia Pacific at Daniel Wellington based in Hong Kong and before that held a series of operational management roles in retail as well as served as a management consultant at McKinsey.

Camilla Wideroth, board chair for KICKS and CFO of Axel Johnson says:

“We are excited to bring in Hanna Graflund Sleyman and are convinced that with her, we gain a brilliant leader for the KICKS Group and Axel Johnson. Hanna has an extremely relevant background that is both deep and broad. Her experience in both fast-growing online operations as well as physical retail and omni-channel offerings means she is very well suited to lead KICKS Group’s continued growth journey.”

Hanna Graflund Sleyman, incoming CEO of KICKS Group says:

“Leading the KICKS Group and the development of KICKS and Skincity’s respective customer offerings is a dream assignment. With strong brands, large customer clubs and committed employees, the company has enormous potential. In recent years, KICKS has developed from a retail chain with a modest share of e-commerce to a growing omni-channel player. I wholeheartedly believe in the strength of the omni-channel offering and look forward to continuing to develop KICKS’ and Skincity’s customer offering together with my colleagues, building a bigger, stronger and more profitable company.”

Hanna Graflund Sleyman replaces Freddy Sobin, who will take over as CEO of sporting goods retailer XXL in the spring.