Madelene Jonsson Öhlin has over 10 years of experience as a marketing and brand manager and now takes over responsibility for Morakniv's marketing. She comes most recently from a role as Head of Brands & Communication at Primus-Silva and looks forward to developing Morakniv's brand in line with the new strategy:
"I am passionate about good communication and growing brands together with end consumers. I'm excited to work with the new strategy, managing Morakniv's heritage, but also driving through changes that develop the brand. It was Morakniv's stated commitment to increasing marketing and sales directly to the end consumer that made me accept - as well as the challenge of making an already popular brand even more relevant," says Madelene Jonsson Öhlin.
Björn Ljungquist joins as Chief Sales Officer in late April, bringing over 20 years of experience in sales and procurement within the sports industry. He previously worked as Country Manager in Scandinavia at Didriksons, a brand that shares many of Morakniv’s core values.
"“I grew up in Mora, and in the sports industry, I am still known as ‘Mora-Björn.’ Joining Morakniv was an obvious choice, as the brand’s history, high-quality products, and strong sustainability focus resonate deeply with me. I look forward to contributing to Morakniv’s continued success and immersing myself in the products, distribution, and production – one of Morakniv’s greatest strengths,” says Björn Ljungquist.
The right expertise to take Morakniv to the next levelRichard Jägrud, CEO of Morakniv, sees these appointments as a crucial part of the company’s new, long-term strategy:
“Morakniv’s strength lies in our long tradition of producing high-quality knives in Mora, with a sustainable and transparent supply chain. To sustain growth, we are focusing on strengthening direct-to-consumer sales, enhancing brand communication, and streamlining distribution. We are truly excited to welcome Madelene and Björn to the team. Their expertise and experience will be invaluable in taking Morakniv to the next level.”
For more information, please contact Richard Jägrud at: richard.jagrud@morakniv.se.
