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Organisation

Meet the management team. Together they shape the overall strategic direction, promote collaboration and drive growth across Eduviva Group.

Group Management

David Persson

Eduviva Group CEO

David has been the CEO of the Group since 2015. He has previous experience from various senior positions including roles as CFO for Capio Sweden and Eltel Group, as a private equity investor for 3i, as a Management Consultant for the Boston Consulting Group and The Parthenon Group.

Håkan Gunnarson

Eduviva Group CFO

Håkan has been the CFO of the Group since 2019. He has extensive experience from various companies primarily within the manufacturing industry, including Tarkett and Bong where he held several different positions including Controller, Finance Manager, IT manager and CFO. Most recently as Group CEO for Bong.

Mattias Johansson

Lekolar MD

Mattias has been the Managing Director ofLekolar since 2023 and has had several roles in the company e.g., Country Manager and Business Area Manager. He has previous experience as Strategy Consultant for Accenture and from the energy and utility sector, working with financial trading, M&A, strategy and business development.

Marcel Heuver

Heutink MD

Coming Soon.

Philip Mossinger

Panduro MD

Philip has been the Managing Director of Panduro since 2024. He has previous experience from various senior marketing positions at CDON, as well as business development within the e-commerce and software engineering industry. Most recently, he served as CMO and Vice President at Panduro.

Cecilia Hallberg

Lekolar BA Manager LCP

Cecilia has been Business Area Manager for Learn, Create & Play at Lekolar since 2019. She has previous experience from different managerial positions within Assortment and Purchasing in IKEA, Rusta and Åhléns and as MD for Lammhults Furniture AB and most recently as Category and Purchasing Director at Nille AS.

Richard Wildgoose

Eduviva House of Brands MD

Richard is the Managing Director at Eduviva Group for House of Brands, B2B and International since 2026. He has extensive experience in the education sector, both in the UK and Internationally, having held senior positions as Managing Director at Commercial Services Group and International Director at RM Plc.

Extended Team

Hanna Bremander

Sustainability & Product Compliance Lead

Hanna holds the position of Group Sustainability & Product Compliance Lead at Eduviva Group. She also serves as Nordic Sustainability Manager at Lekolar, where she has been working since 2021. She has over 10 years of experience in sustainability and ESG reporting, with a focus on regulatory compliance, sustainability strategy implementation, and sustainable product development.

Rickard Kemfors

Playbox MD

Rickard has been the CEO of Playbox since September 2025. He brings more than 25 years of experience in the Retail and Craft industry, mainly as CEO of Panduro Group. His career also includes roles as financial manager in Swedish and Danish companies. In addition, Rickard serves as a board member for various organizations.

David Oscarsson

Business Development Manager

David has been the M&A and Business Development Manager for the group since 2023. He has previous experience from various industries working as a management consultant for EY focusing on business transformation projects.

Jinny Wang

Pulebo MD & Head of Purchasing Asia

Jinny has been the Managing Director of Pulebo Hangzhou since 2018 and acts the Group head of sourcing in Asia. She has extensive experience in supply chain management, including strategic procurement and optimization, trade compliance, quality and risk management and multicultural negotiation. Before joining, she was the CEO of Bergdala Glasbruk.

Board of Directors

Catarina Fagerholm

Chairman of the Board

Catarina has extensive experience from the consumer goods and retail industry as well as construction and healthcare operations. She has had several senior positions within multiple companies, most recently as CEO of Instru Optiikka and previously as CEO of BSH Kodinkoneet Ltd. Currently, Catarina is also a board member of Attendo, Nobia, Byggmax, and CapMan.

Daniel de Jonge

Board Member

Daniel has extensive experience from the consumer goods and retail industry. He has had several senior positions, most recently as board member and Chief Commercial Officer at Heutink, and previously as Managing Director for key European markets at Heineken. In addition to his strong commercial track record, Daniel has a proven ability to build high-performing teams in both B2B and B2C sectors.

Mimmi Hedelin

Board Member

Mimmi is Senior Investment Director at Nalka since 2019. She has previous experience as management consultant, different roles within M&A, strategy and business development from large corporate and as entrepreneur and CEO of a renewable energy company, and most recently as Investment Manager at Industrifonden with several board positions. Currently, Mimmi is also a board member of Certego.

Mats Jönsson

Board Member

Mats has extensive experience from the construction and facility services sectors. He has had several senior positions within multiple companies, most recently as CEO and Group President at Coor Service Management and previously as Business Unit Director at Skanska Services. Currently, Mats is also the chairman of Bonava and board member in NCC and Assemblin Caverion Group.

Fredrik Karlsson

Board Member

Fredrik has extensive experience from the private equity and business services sector. He has had several senior positions within multiple companies, most recently as Partner and Manager of 3i global sector team and previously as Director within corporate finance at Volvo. Currently, Fredrik is also a board member of Capillary Flow and Norva24.

Max Odqvist

Board Member

Max is an Investment Manager at Nalka since 2022. Max holds previous experience from leading the company Capillary, but also various short-term roles at e.g. Mölnlycke Health Care. Currently, Max also serves on the Board of Nalka portfolio company Uniwater.

Per Strömberg

Board Member

Per has extensive experience from the consumer goods and retail industry. He has had several senior positions within multiple companies, most recently as CEO of ICA Gruppen and previously as CEO of Lantmännen ekonomisk förening. Currently, Per is also a board member of Nordea and Ica Gruppen.

About us Organisation Our companies Sustainability Press

info@eduviva.com

+46 479 198 00

Eduviva Group AB
Box 170
283 23 Osby
Sweden

Group Management

David Persson

Håkan Gunnarson

Mattias Johansson​

Marcel Heuver

Philip Mossinger

Cecilia Hallberg​

Richard Wildgoose

Extended Team

Hanna Bremander

Rickard Kemfors

David Oscarsson

Jinny Wang

Board of Directors

Catarina Fagerholm

Daniel de Jonge

Mimmi Hedelin

Mats Jönsson

Fredrik Karlsson

Max Odqvist

Per Strömberg

Mattias Johansson

Cecilia Hallberg