CV Michael Gegerfeldt

PRESENTATION

I am 45 and live with my wife and son in Vasastan in Stockholm. Hardworking, impatient and humble (are you really humble, if you call yourself that?). My passion is e-commerce, all things digital, innovation, gadgets to name a few.

GOALS

I aim to become more proficient in sharing my failures and successes with other companies regarding digital solutions and e-commerce, but also in organisational structure and culture building activities. I am trying to evolve from entrepreneur (which is a word I dislike since everyone is using it) to "full stack management" without losing the entrepreneurial drive and efficient problem-solving core, with a highly cost-efficient mindset.

EXPERIENCE

• CEO – Delitea AB
  January 2021 - Present
  Joined Delitea, with the focus to develop the brand and build a growing, profitable company within the food sector. Delitea offers food online. Delitea was founded by, amongst others, Pär Svärdson who founded Adlibris and Apotea.

• Dad Life
  May 2020 - December 2020
  Enjoyed life by being home with my newborn son.

• Fixer a.k.a “Business Developer” / Merger Project Lead – NF11 Holding AB (Eleven & Nordicfeel)
  April 2018 - April 2020
  After the turnaround was completed, I recruited a new CEO to focus my time and energy on developing the company, and to secure growth and innovation. I led the merger of Eleven and Nordicfeel, to consolidate the market and build a strong digital beauty group. I will continue as a Board Member for the group for 2020, and minimise the amount of operational work I do.

• CEO & Founder - Ceyzer AB
  2013 - Present
  Ceyzer is my consulting, and holding company.

• CEO - Eleven AB / Eleven Holding AB / Eleven Stores AB
  November 2014 - March 2018
  My goal when I once again took the CEO role was to turn the company back to sales growth and profitability. During this period, I learned a lot regarding turnaround cases, and how to best improve the bottom line for struggling businesses. Did two M&A's during this period (Beauty The You Way AB, and Parfymeri L AB).

• COO - Eleven AB / Unity Beauty Group AB / Parelle AB
  May 2013 - October 2014
  Stepped down as CEO when I sold the company to Private Equity funds Verdane Capital and eEquity, but reinvested part of it in the new company. During this period my focus was to improve logistics at our warehouse in Västervik.

• Founder & CEO - Eleven AB
  2004 - April 2013
  Founded the company in 2004 and disrupted the beauty retailer business for Sweden. I took the company from 0 to 72 MSEK, with profitability during the journey, before I sold part of it to venture capital. Was awarded the "DI Gasell" for building a fast-growing profitable company.

• CEO - Ver4 AB
  1999 - 2004
  Consulting company for network, security, and e-commerce. The main customer was TeliaSonera in Kalmar, where I helped operate the servers for the billing system for TeliaSonera IC. Certified for Clavister Firewalls.

• Network Consultant - Opti-Use EMS AB
  1997 - 1999
  Network consultant for small to mid-sized companies regarding servers, network, and infrastructure.

• SYSteam Network Education
  1997
  Did an education with SYSteam regarding networking, servers, and IT. Microsoft Certified as MCSE+I and MCP. Was recruited by Opti-Use EMS during my education.

• Military Service - Pionjärsoldat, IB12, Eksjö Sweden
  1996 - 1997
  Did my military service in Eksjö as an infantry soldier. Left the service with Honors.

COMPANY AWARDS

• Prisjakt Award “Årets Butik - Kök & Hushåll”
  Delitea, 2023

• PriceRunner Award “Årets E-handel inom Skönhet 2018”
  Eleven, 2018

• "Best Customer Experience of the Year" - Nordic Ecommerce Summit
  Eleven, 2017

• Awarded with "DI Gasell" for fast growing and with profitability
  Eleven, 2013

• Cosmopolitan Award for "E-commerce of the Year"
  Eleven, 2007

RELATED EXPERIENCE

• Board Member for Delitea
  2023 - Present

• Board Member for Stor & Liten AB and OnTheMoon AB
  2023 - Present

• Board Member for O. Mustad & Søn AS
  2018 - 2023

• Klarna Merchant Advisory Board
  2016

• Speaker Nordic Ecommerce Summit 2015 in Malmö
  2015

• Board Member for NF11 Holding AB
  2004 - 2021

ACHIEVEMENTS

• Named as one of "50 people with digital knowledge for Larger Companies Board"
  2019

• Founded Eleven and we led the digital disruption of the beauty retail industry in Sweden.
  2004 - Present

• I did a turnaround of Eleven when I took over as CEO again in Q4 2014 to secure growth and profitability, in readiness for Eleven’s next growth phase. Included cost reductions, optimizations, & marketing strategies.
  Oct 2014 – April 2018

• Been part of four M&A'a - two mergers, one asset acquisition, and one shares acquisition.
  2013 - Present

• Earned 1st Dan Black Belt in ITF Tae Kwon Do.
  1997