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12:30-13:00
Arrival & Check-in
Doors open at 12:30. Don’t forget to have lunch beforehand.
Joint
Intro
We start with a joint opening session.
Breakout session 01
The world we’re in
Read about the sessions below and make your choices in the RSVP form.
Swedish
How is the Swedish
Consumer Doing?
Jacob Wall
EVP Business Development, Axel Johnson
In recent years, the Swedish consumer has navigated through inflation, interest rate changes, geopolitical tension, and economic uncertainty. In this session, Jacob Wall will present the latest macro data to understand where consumers stand today and where they may be heading next.
Swedish
Iran, the Mideast
and the Rest of Us
Bitte Hammargren
Senior Associate Fellow, Utrikespolitiska Institutet
Acclaimed journalist and Middle East expert Bitte Hammargren will give a timely and insightful briefing on the evolving crisis in the Middle East. Drawing on decades of experience, she will unpack the region’s current geopolitical dynamics, key actors around the Persian Gulf and beyond, and possible future scenarios in one of the world’s most complex regions.
English
What Every European
Should Know About China
Kristina Sandklef
Senior China Advisor
China is not just a market—it’s a technological and geopolitical force reshaping the global landscape. In this session, Kristina will break down the developments, ambitions, and signals from China that every European should understand.
Breakout session 02
Building for the future
Swedish
Willy’s Recipe
for Growth
Johanna Eurén
CMO, Willys
Heinz Möller
Head of Expansion, Willys
For two decades, Willys has outgrown its competitors in the Swedish grocery market. What does it take to simultaneously open new stores, attract new customers with new preferences, all at a cost and efficiency level which secures the customer promise of offering Sweden’s cheapest bag of groceries?
Swedish
The Wellness Paradox — Making Exercise Actually Happen
Josef Bexell
CEO, Bond Health Group
Everyone knows exercise is good for them. Far fewer do enough of it. Josef Bexell explores the gap between intention and action — and how Bond Health Group is building a business model around closing it, by making training simpler, more accessible, and harder to avoid.
English
The Playbook for 20+
Acquisitions a Year
Fredrik Eklund
M&A Director, Axel Johnson International
Martin Anckarman
M&A Director Power Transmission Solutions, Axel Johnson International
What does it take to successfully complete over 20 acquisitions a year in almost as many markets? In this session, Fredrik och Martin will unpack the strategy, processes, and organizational setup required to turn M&A into a repeatable engine for growth.
Joint
Coffee Break
Time for a break — coffee and a treat,
something savory, something sweet, and a chance to meet.
Breakout session 03
Renewal and Impact
Swedish
AI Agents — From Hype to Reality
Ludvig Strand
Emerging Tech & AI, Axel Johnson
Last year saw overblown hype around AI agents. But have we finally crossed a threshold where AI can perform real, valuable work inside organizations? In this session will Ludvig take us through what AI agents really are, and how they might change how we operate and deliver value.
Swedish
Media Lab — A Retail Media Business Built in Record Time
Erik Andersson
Senior Business Developer, Martin & Servera
In the fall of 2024, Martin & Servera started selling a retail media product that didn't yet exist. Today, Media Lab is making a real contribution to the company's bottom line. How does a large organization in a low-margin industry find the focus and conviction to bet on a new business idea? And how do you go from concept to fully functioning business in just a few months?
English
Selling Twice – The Business Case for Circular
Luisa Book
Head of Sustainability, Axel Johnson
Jenny Litborn
Head of Sustainability, Dustin
Pontus Cederberg
EVP Relations Sales Nordic, Dustin
How do you connect planetary good with genuine customer willingness to pay? That is the multi-billion dollar sustainability question across our group. Luisa Book sets the stage, before Jenny Litborn and Pontus Cederberg take us inside Dustin's answer — a takeback, refurbishment, and resale operation that has grown into a profitable and sizeable business. They'll share how they built it, what made it work, and what it will take to scale further.
Breakout session 04
Leading
Swedish
The Turnaround of
City Gross
Patrick Grabenbauer
CEO, City Gross
In the fall of 2024 Patrik was tasked with leading the turnaround of hypermarket chain City Gross. It is a process that has entailed every aspect of the company’s operation – from assortment and pricing to the store network. In his talk, Patrik will give us his view of what it takes to lead with clarity and honesty from red numbers to a profitable future.
Swedish
Leading Through
the Turn
Samuel Skott
CEO, Dustin
What does leadership really demand when an organization has been under pressure for a long time? Five months into his tenure at Dustin, Samuel shares insights that are both specific to the Dustin journey and broadly relevant to leaders at all levels — radical honesty as a tool for change, balancing “telling it like it is” with building energy and belief in the future, and the discipline of staying customer-focused through a time of internal change. A candid conversation on what it takes to lead through uncertainty — wherever you sit in the organization.
English
Novax to Voyado -
Turning Ownership into Leadership
Erica Sandelin Ekelund
CEO, Voyado
As investment manager at Novax, Erica Sandelin Ekelund pushed through an investment in Voyado, at the time a rather tiny and little-known SaaS company. Later, she took on the role as CFO and eventually CEO of Voyado, leading it during a period of rapid growth and value creation. Having gone through the shift from owner to CEO, she will share her philosophy of how to translate an ownership agenda into concrete everyday leadership and progress.
pre-dinner drink, dinner & celebrations
Dinner & awards
Our nominees
AxelJohnson
Awards2026
During the evening we celebrate outstanding achievements across our companies. Below you’ll find this year’s nominees.
Annika Hammargren
Annika Zettermarck
Per-Erik Kanström
READY TO JOIN US?
If you have any questions, reach out to Emelie Lundin, our Annual Meeting general at emelie.lundin@axeljohnson.se or at
+46 73 043 32 26