Our Management and Board of Directors – they are quite awesome

Our ownership

A strong (and awesome) foundation

Since 2014, our majority owner has been HEARTLAND – the holding company representing the interests of the Holch Povlsen family.

We are extremely proud to be part of the HEARTLAND family and portfolio together with great companies such as Zalando, Normal, Nemlig, and Klarna.

Besides HEARTLAND, our founder and chairman Johannes Gadsbøll and Ib Nørholm are shareholders in Whiteaway Group.


Whiteaway Group is led by our CEO Thomas Zeihlund and the executive management team.

Actually quite awesome people, if we do say so ourselves.

Thomas Zeihlund


Jonas Hald Johansen


Eva Jonassen

Chief People and Performance Officer

Iben Stenholm

Director of Marketing

Jacob Balshøj

Chief B2C Sales & Marketing Officer

Jakob Nørgaard

Chief Commercial Officer

Michael Oversø

Chief Retail Officer

Morten Hammelsvang

Chief Business Sales Officer

Niels Katholm

Director of Logistics and Customer Care

Thomas Rosendahl

Chief Product and Technology Officer
We thrive on success – but the journey is just as important to us.
Thomas Zeihlund, CEO

Board of directors

Our board of directors consists of highly skilled representatives from our owners as well as industry experts.

Johannes Gadsbøll

Founder and chairman

Ib Nørholm

Founder of Japan Photo and private investor

Jon Kristensen

Business Architect

Lars Fløe Nielsen

Co-founder of Sitecore

Lise Kaae

CEO in Heartland
Our origin story

Curious how it all got started?