New Element Scandinavia appoints a CEO and adds Devold
Ola Gräsberg became New Element Scandinavia’s CEO at the start of 2011 as the distributor added Norwegian wool brand Devold to its portfolio.
New Element Scandinavia continued its expansion in 2011, appointing Ola Gräsberg as CEO from the start of the year and adding Norwegian brand Devold to its agency portfolio.
We had reported the planned arrival of Devold in Sweden through New Element the previous November. Founded in 1853, Devold was Norway’s oldest knitwear manufacturer, with a long tradition of wool production. Its range included merino base layers, socks, hats, midlayers and classic knitted sweaters.
“We are seeing increased demand for the brands we represent and have gained several new customers in recent years, which has led us to reorganize and develop the business,” said New Element Scandinavia owner Ulf Waldekrantz.
The changes were intended to improve tailored customer service throughout the Nordic region. Broader expertise within the company would also help customers develop their businesses, with the aim of increasing satisfaction and continuing to respond to what customers wanted.
“I am naturally very pleased and look forward to continuing to develop the business so we can meet growing customer demand for our brands, while continuing our work to influence the brands’ development,” Gräsberg said.
Gräsberg joined from a management role in Riksbyggen’s property-management business, where he was responsible for strategic development, sales and customer service. He held an engineering degree from KTH and a business and economics degree from Stockholm University.
Founded in 2002, New Element Scandinavia AB represented 66 North, Exped, Dale of Norway, Devold, Life is Good, Ishestar, Sonnenreiter and Safehorse, alongside its own Three Lucky Swedes brand.
