The Boozt Management team is composed of 7 members. The CEO, Hermann Haraldsson, has been with the Group since 2010. 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.


Employed 2010
Born 1966

Hermann Haraldsson, CEO

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 focus on sales and profitability, the 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.


  • Master of Science in Economics,
    Copenhagen Business School

Holdings in Boozt AB

  • 362,195 directly
  • 128,436 indirectly

Employed 2016
Born 1983

Sandra Gadd, CFO

As CFO, Sandra’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 Corporate Services team (legal issues, monitoring intellectual property, facility management, compliance and governance) and the Order Management team within the Group are also under Sandra’s purview. Prior to this role Sandra held the positions as Transformation Finance Manager and Business Development Director. Before joining Boozt, Sandra was an Authorized Public Accountant and Finance Manager at Deloitte.


  • MBA, Lund University

Holdings in Boozt AB

  • 7,500 directly

Employed 2011
Born 1975

Peter G. Jørgensen, CCO/CMO

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.


  • Master of Science International Marketing & Management,
    Copenhagen Business School

Holdings in Boozt AB

  • 239,364 directly

Employed 2010
Born 1969

Jesper Brøndum, CTO

Jesper is responsible for Boozt’s 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 the Principal at Netcompany A/S.


  • Master of Science in Image Analysis
    Aalborg University
  • Ph. D in Multivariate Data Processing
    Faculty of Science, Copenhagen University

Holdings in Boozt AB

  • 221,116 directly

Employed 2012
Born 1976

Mads Bruun Famme, CPO

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.


  • 3 years of economics studies at the University of Southern Denmark

Holdings in Boozt AB

  • 66,387 directly

Employed 2018
Born 1984

Anders Enevoldsen, Head of IR & Corporate Communication

Anders handles the day-to-day management of investor relations and corporate communication activities. He focuses on developing the corporate storyline, communication strategies, and preparing management for interaction with external stakeholders.

Before joining Boozt, Anders was Senior Investor Relations Officer at Chr. Hansen Holding A/S


  • Master of Science in Applied Economics and Finance
    Copenhagen Business School (CBS)

Holdings in Boozt AB

3,000 directly


Employed 2019
Born 1972

Lars Lindgaard, CSCO

Lars holds the responsibility for strengthening and expanding our warehouse operations, ensuring that Boozt has fast and cost-efficient processes in place. This includes overseeing fulfilment, distribution and photo studio activities.

Prior to Boozt, Lars was Distribution Director at


  • Graduate Diploma in Business Administration, Copenhagen Business School (CBS)

Holdings in Boozt AB

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