Group management

The Boozt Group Management is responsible for defining strategic objectives as decided by the board of directors, including coordinating implementation and ensuring organisational adaptation to changes within the Group. The Co-founder & CEO, Hermann Haraldsson, has been with the Group since 2010.

Hermann Haraldsson

Co-founder & Group CEO

  • Born: 1966.
    Group CEO since: 2010.
    Education: Master of Science in Business Economics.
    Board assignments: TV2 Danmark A/S, Herlufsholm Acting Chairman of the Board.

    Responsibilities: The CEO is responsible for the daily management of the company as instructed by the Board of Directors. This means that, among other things, the CEO focuses on sales and profitability, customer offering, expansion and business development. The CEO reports to the Board of Directors on Boozt’s development and makes the necessary preparations for taking decisions on investments, expansion and other strategic matters. As CEO, Hermann is the primary contact for communicating with external stakeholders. Before joining Boozt, Hermann was CEO of Brøndbyernes IF Fodbold A/S, a company listed on Nasdaq Copenhagen. Previous positions include CEO of Omnicom Media Group Nordic.

    Shareholding in Boozt AB:
    523,526 direct
    127,698 indirect
    651,224 total

Michael Bjergby

Group CFO

  • Born: 1982
    Group CFO since: 2025

    Education: Master of Economics (Cand. Polit)
    Board assignments: 0

    Responsibilities: As CFO, Michael’s responsibilities include financial business planning including budgets and forecasts, liquidity and financing. Further, the Finance Team (responsible for accounting, tax and financial reporting as well as management of internal controls), the Legal team and the Sustainability team within the Group are also under Michael’s purview. Prior to this role Michael held senior finance roles at large listed companies such as Pandora, GN Store Nord and ISS. He has also served as Group Financial Officer at HTL-Strefa and SimCorp, and most recently held the position as CFO at Optigroup.

    Shareholding in Boozt AB:
    19,980 directly

jesper_1.jpg

Jesper Brøndum

Co-founder & Group CTO

  • Born: 1969.
    Group CTO since: 2010.
    Education: Master of Science in Analysis, Aalborg University and Ph.D. in Multivariate Data Processing Faculty of Science, Copenhagen University.

    Responsibilities: As CTO, Jesper is responsible for technology and engineering at Boozt. This includes all systems, technical infrastructure, research & development, and maintenance of the e-commerce platform: webstores & apps, as well as all internal business systems and proprietary software. Before joining Boozt, Jesper was Principal at Netcompany A/S.

    Shareholding in Boozt AB:
    374,817 directly

 
peter_1.jpg

Peter G. Jørgensen

Co-founder & Group CCO

  • Born: 1975.
    Group CCO since: 2011.
    Education: Master of Science in Int. Marketing & Management, Copenhagen Business School.

    Responsibilities: As CCO, Peter is responsible for the teams that drive sales, on- and offline marketing, CRM, design, usability and Business Intelligence. Before joining Boozt, Peter was CMO at Telenor Denmark, Consumer Market, a part of the Telenor Group, listed on Oslo Stock Exchange.

    Shareholding in Boozt AB:
    408,037 directly

mads_2.jpg

Mads Bruun Famme

Group CPO

  • Born: 1976.
    Group CPO since: 2017.
    Education: Three years of economics studies at the University of Southern Denmark.

    Responsibilities: As CPO (Chief Purchasing Officer), Mads oversees buying and merchandising. He focuses on using a data-driven approach combined with soft fashion buying skills. Mads is responsible for deciding the product and brand mix for Boozt, identifying the market wants and trends, and handling the stock mix and pricing strategies. Prior to Boozt, Mads was Head of Merchandising at Magasin du Nord in Denmark.

    Shareholding in Boozt AB:
    247,441 directly

B3BFFD0D-DEB2-430D-9D03-D0DB11944B1F.jpg

Sandra Joy Sahlertz

Group CHRO

  • Born: 1983.
    Group CHRO since: 2021.
    Education: Master of Science in Business Administration, Copenhagen Business School.

    Responsibilities: As CHRO, Sandra holds the responsibility for Human Resources across the company. Her engagement includes but is not limited to developing and implementing our HR strategy with valuable business impact, ensuring that Boozt has the right team in place at all times. Furthermore, she is in charge of empowering and nurturing the culture at Boozt, securing an agile and passion-driven environment across the organization. Before joining Boozt, Sandra was Marketing Consultant at Telenor Group, listed on Oslo Stock Exchange.

    Shareholding in Boozt AB:
    133,042 directly

 

Ronni Funch Olsen

Group Chief Operations Officer

  • Born: 1988.
    Group COO since: 2023.
    Education: Master of Finance & Accounting, Copenhagen Business School.


    Responsibilities: As COO, Ronni is responsible for strengthening and expanding our warehouse operations, ensuring Boozt has fast and cost-efficient processes. This includes overseeing fulfillment and distribution activities.

    Ronni previously led Boozt's Investor Relations and Business Finance. Prior to joining Boozt, Ronni held senior positions in M&A and special projects at DSV in both the USA and Denmark.

    Shareholding in Boozt AB:
    11,822

 

Group CEO

The Group CEO leads the Group Management team which consists of the Chief Financial Officer (CFO), Chief Commercial Officer (CCO), Chief Technical Officer (CTO), Chief Purchasing Officer (CPO), Chief Human Resources Officer (CHRO) and Chief Supply Chain Officer (CSCO). 

Group Management meetings are held weekly and focus primarily on monitoring of performance and strategic and operative monitoring and development.

The Group CEO is responsible for the daily operation of the Group in accordance with guidelines and instructions from the Board of Directors. The division of work between the Board of Directors and the Group CEO is set out in the rules of procedure for the Board of Directors and the written instructions to the Group CEO.

Among other things, the Group CEO must focus on recruitment of senior executives, buying and logistics matters, the customer offering, pricing strategy, sales and profitability, sustainability matters, marketing, business development, and IT development. The Group CEO reports to the Board of Directors and makes the necessary preparations for taking decisions on investments, expansion, etc.

The role of the Group CEO includes contact with the financial market, media, and legal authorities .The Group CEO is also responsible for the preparation of reports and compiling information for the board meetings and for presenting such materials at the board meetings.