Former H&M Managing Director teams up with eEquity

eEquity, a Nordic growth investor supporting digitally enabled businesses, has appointed former H&M Managing Director and seasoned retail industry specialist Madeleine Persson as a dedicated advisor within eEquity’s Operational Excellence team. In her new role, Madeleine will be working to actively support portfolio companies and entrepreneurs in key business endeavours.

After 27 years at the H&M Group, Madeleine Persson rose to the ranks of Managing Director at the flagship brand, playing many key roles in the successful growth journey of this global fashion phenomenon. Throughout her career, Madeleine has led business transformation roles within large, scaleup and start-up organizations, amassing an exceptional set of skills within leadership, branding, entrepreneurship, assortment strategy and business development.

eEquity’s relationship with Madeleine begun in the early spring of 2022, as she joined the board of eEquity portfolio company Aim’n. After continuous interactions between Madeleine and the eEquity team, it grew evident that her experience and skills would lend great value to eEquity’s continuous efforts of actively supporting its portfolio companies and entrepreneurs in operational and strategic initiatives.

Madeleine Persson, Operational Excellence Advisor at eEquity, comments:

“I am really looking forward towards working with eEquity and the portfolio of brands they have invested in. I believe that this partnership will be a wonderful match, from both sides. eEquity comes from strong experience and deep sector knowledge within e-commerce and I identify with their entrepreneurial spirit and mindset emphasizing learning and growth. Moreover, we share a common philosophy for business development and value creation through simplicity, scalability, automation and incrementality. I am very excited about working with eEquity to build flourishing businesses, brands and organizations. We are going to dream big, get the right things done and have a lot of fun together.”

Patrik Hedelin, Managing Partner at eEquity, comments:

“Madeleine has an exceptional and completely unique experience and skillset, lending our companies an incredible competitive advantage to have access to. From her career, Madeleine has amassed deep experience in leadership, empowering individuals and organisations and all strategic and operational aspects of building great retail companies. In addition, Madeleine has a strong interest in making entrepreneurs flourish and reach success, which is really what eEquity is all about. We welcome Madeleine with open arms to the family of eEquity.”

About eEquity

Founded in 2010, eEquity is a Nordic investor focused on growth investments in digitally enabled businesses. As an engaged owner, we aim to partner with exceptional entrepreneurs, in order to support them in the pursuit of their goals and visions. Since inception, eEquity has led investments of EUR 400 million across 38 platform acquisitions. Our past investments include PriceRunner, CHIMI, iDeal of Sweden, Gordon, Aim’n, and Royal Design. eEquity typically invests in companies with sales between EUR 10-40 million, with an ambition to scale them to over EUR 100 million in sales under strong profitability. eEquity’s investors include leading family offices, European Investment Fund (“EIF”) and financial institutions. Visit for more information.

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