The Team

Axel Söderberg is the founder and CEO of NGLM Group, driven by a long-term vision of building the next generation of design companies and redefining the role of design in society. Since 2016, he has transformed the group into a leading destination for curated design, bringing together established brands while launching and scaling new companies within it. His work builds platforms connecting leading brands, elevating new talent, and linking design with global production and distribution, bringing design to the world at scale.

Andreas Sjöharald is the CEO of NOGA Commerce, overseeing operations for Nordiska Galleriet and Länna Möbler. He also serves as Chairman of Yllw, which he previously scaled into a market leader. Earlier, Andreas was a strategy consultant at BCG and CCO at Synsam Group, where he pioneered the subscription model that reshaped global optical retail. He is a specialist in scaling businesses and driving commercial innovation across the NGLM Group.

Mille Milehem is a Swedish entrepreneur and CEO of Yllw, leading its expansion across the Nordics and Europe in workplace design and circular business models. He previously played a pivotal role in scaling Input interiör from SEK 200 million to over SEK 3 billion in revenue. An expert in interior solutions and business growth, Mille also serves on the board of Länsförsäkringar Älvsborg, contributing to one of Sweden’s leading regional insurance federations.

Jonas Hoffman
Head of Product Development and Production for the NOGA Group. Jonas Hoffman combines a lifelong passion for Danish design with a deep understanding of how quality is built — from product and production to packaging, logistics, and final execution. Jonas previously led Global Supply Chain and Production at Fritz Hansen and at GUBI, where he mastered the complexities of industrial management. He thrives at the intersection of bold creative ideas and structured optimization.

As CEO of Länna Möbler, Peter Beckius leads the company’s expansion as a premier destination for Scandinavian design. He is responsible for strengthening its position across both physical and digital channels. Beckius brings deep retail expertise, previously serving as Group CEO of Matsmart (SEK 1.2B turnover). His background includes senior leadership as Global Director of E-commerce at GANT, Regional Head of E-commerce at H&M, and CFO of H&M Home.

Hanna Nova Beatrice
Founder of The New Era Magazine and Managing Director of NGLM Media. Hanna has extensive experience as a curator, publisher, and editor-in-chief. An influential voice in design, she has led Residence, Form, and Plaza, and founded My Residence. Her background includes directing Stockholm Furniture Fair and Stockholm Design Week. She is also a published author and curator; her book Behind the Scenes in the Design Industry is used in design education in Sweden and internationally.

Mikael Wiborgh is CFO at Nordiska Galleriet Group, where he leads finance across a multi-concept retail and e-commerce business. He has more than 10 years of experience in financial leadership across e-commerce, retail, and SaaS, with previous roles at H&M, Twistshake, PwC and Nasdaq-listed startups. Mikael holds a double BSc in Business Administration and Commercial Law from Uppsala University.

David Sundström is a Swedish business leader with a background in finance, technology, and scaling high-growth businesses. He is the CFO of Yllw, where he leads the company’s financial strategy and supports its expansion across the Nordics, Europe, and beyond. Previously, he held leadership roles at Synsam Group and worked as a consultant at Deloitte.