Embellence Group

Through her time as Chief Brand & Communications Officer for Centiro, a world leader in cloud services for e-commerce and logistics, Paulina Lundström has successfully reshaped brand strategies and communications, contributing to the company's growth and success. During her time at Jotex in Ellos Group, the company transitioned to digital platforms and established itself as a leader in digital home furnishing fashion.

"Paulina Lundström's experience in marketing, PR and communications, combined with her ability to lead and develop brands, makes her the ideal candidate to lead Pappelina into its next phase of growth," says Olle Svensk, CEO of Embellence Group.

With a bachelor's degree in marketing and media and education from Berghs School of Communication, as well as experience from several leading positions in the industry, Paulina is ready to revitalize Pappelina's brand identity and continue the company's growth journey.

"Joining Pappelina as Managing Director is an incredibly exciting opportunity to continue my journey in brand development, sales and design. With my experience in transforming and revitalizing brands, I look forward to taking Pappelina's already strong brand to new heights. I firmly believe that through innovation, creativity and a continued commitment to sustainability, we can create something truly unique for Pappelina and its customers. I look forward to working with Pappelina's passionate team to create the next chapter in the success story," says Paulina Lundström.

About Pappelina
Pappelina is a strong brand with a clear premium position in its niche. In addition to premium plastic rugs, Pappelina also offers other home interiors such as cushions, blankets, kitchen towels and table runners. Pappelina was founded in 1999 and currently markets to 42 countries. Sales   through selective retailer and directly to consumers through the Pappelina website.