Your panel at eTail Nordic focuses on overcoming barriers to create seamless customer journeys. From your perspective, what does a truly connected omnichannel experience look like, and what are the biggest challenges retailers still need to overcome?

A truly connected omnichannel experience means the customer never has to think about which channel they're in e.g. they trust pricing is consistent, the inventory is visible, and the journey from discovery to purchase to service feels like one continuous conversation, not a handoff between disconnected systems.

The biggest challenge isn't necessarily the technology anymore, it's often organisational. Retailers (ourself included) still fall into the trap of running e-commerce, retail, and wholesale as separate P&Ls with separate incentives, and that internal friction becomes the customer's friction. Solving for seamless journeys starts with breaking down those internal silos before you can even talk about the tech stack and delivering consistency across touch points.

As Head of Digital, eCommerce and Paid at Hilding Anders, how are you balancing customer expectations for frictionless experiences with the commercial realities of delivering profitable growth across multiple channels and markets?

When you're operating in the premium and luxury space, 'frictionless' isn't just about speed and convenience. Our customers expect a level of care, craftsmanship, and personalization that matches the quality of the product itself. They're not just buying a mattress; they're investing in sleep, in wellbeing, in a product built to last. That means every touch point, from how we advise them online, visualise our products, to how we deliver and set up their bedroom, has to reflect that same high standard.

The commercial reality is that this level of service costs more to deliver well, so the balancing act is protecting margin without ever letting the customer feel that trade-off. We are a multi brand company so that gives us many possibilities to balance between quantity versus quality. But for Carpe Diem Beds and the luxury positioning, that means being deliberate about where we invest in white-glove experiences versus where we can responsibly streamline - and staying disciplined on range and pricing so we can keep reinvesting in the quality our customers actually expect from a luxury brand.

eTail Nordic brings together some of the Nordic region's leading retailers and brands.

What conversations are you most looking forward to having with your peers, and what insights are you hoping to take away from the event?

I'm especially looking forward to conversations about how other Nordic retailers are navigating the same balancing act: global scale versus local relevance, and digital ambition versus commercial discipline. The Nordic retail community is small enough that we're often solving very similar problems at somewhat same speed, and there's real value in comparing notes honestly rather than just showcasing wins.

I'm also curious to hear how other brands are approaching AI adoption without losing the authenticity and human connection that premium customers still expect, since there's a real risk of over automating experiences that should feel personal. I'm hoping to leave with a sharper perspective on how peers are structuring their teams and technology investments to keep pace with innovation while staying true to what makes their brand feel human.