Mathias Ekström appointed new CEO of Care of Carl, Scandinavia’s leading premium online menswear retailer

The board of Care of Carl has appointed Mathias Ekström as new CEO. Mathias will continue to drive Care of Carl’s ambitious growth plans both in existing and new European markets.  Henning Källqvist, Care of Carl’s founder and current CEO, will join the board of directors.

Mathias Ekström_

Mathias brings a decade of e-commerce experience from various leadership roles within the Ellos Group, most recently as Chief Marketing Officer, where he has helped build strong marketing and e-commerce capabilities and transform the company into a leading regional player.

“We are very pleased that Mathias will take over the CEO role of Care of Carl. He will bring valuable e-commerce and marketing skills which will help us enhance our already very strong and successful market position. We are confident that Mathias has the right personality and drive to fit into the Care of Carl team and the strong entrepreneurial culture within the company”, says Fabian Månsson, chairman of the board.

“I look forward to joining Care of Carl and working with the very dedicated and talented team. My ambition is that we together will develop and refine Care of Carl’s customer offering and product assortment to enable even more customers to experience our curated selection of premium and luxury products for style conscious men. I believe Care of Carl has great potential to further cement its strong Nordic market position and at the same time expand into additional markets across Europe”, says Mathias Ekström.

“I’m extremely proud over what we have created and achieved with Care of Carl over the last ten years”, says Henning Källqvist. “Now it’s time for Mathias to take over as my successor and I am confident that he will be a great fit with the team and culture of the company. I look forward to continuing the development of Care of Carl through my new role on the board.”

Mathias will start his role as CEO as soon as possible. Henning will continue to support the company through the board of directors and remain the second largest shareholder.

For further information, please contact:

Magnus Ressel, partner, Litorina
Tel.: +46 768 96 11 89

About Care of Carl

Care of Carl was founded in Borås in 2010 based on the simple idea of making high quality menswear accessible online. The company has grown organically since the start and today has 80 employees and a turnover of SEK 300m. The carefully curated assortment of apparel, footwear and accessories in the upper premium segment consists of more than 220 brands such as Moncler, Brunello Cucinelli, Crockett & Jones, Drake’s and Polo Ralph Lauren. The company is active in Sweden, Norway, Denmark, Finland and Germany. For more information, please visit

About Litorina

Litorina, founded in 1998, invests in niche market leading companies with headquarters in the Nordics. Litorina partners with management teams and entrepreneurs that want to take their companies to full potential. Litorina aims to build bigger and better companies by contributing relevant experience and knowledge, resources for expansion and a lot of passion. For more information, please visit