Sales: $1.5 billion.
Key Personnel: Magnus Brännström, chief executive officer and president; Gabriel Bennet, chief financial officer; Jesper Martinsson, deputy CEO, head of GBAs CIS, Latin America and geographical expansion; Michael Cervell, senior vice president group strategy and business development; Thomas Ekberg, senior vice president global business area Asia and Turkey; Emma Hågemo, vice president research & development; Johan Rosenberg, senior vice president and head of commercial division; Antonia Simon-Stenberg, vice president sustainability, quality management, packaging and artwork; Niklas Frisk, senior vice president and head of GBA Europe and Africa; Alexandra De Greck, vice president product marketing; Katrin Alakbarov, vice president and head of Ukraine, Central Asia, Mongolia and Moldova and MD Ukraine; Glapa Grzegorz, vice president manufacturing operational plants; Joanna Poplawska, vice president commercial manufacturing; Thomas Gustafsson, VP global assurance; Rybicki Macie, vice president global supply chain; Frederic Liberman, vice president global procurement.
Major Products: Color cosmetics, skin care, fragrances and personal care.
Comments: There have been some big changes at Oriflame on a corporate level during the past few months. In July, the company was delisted from the Nasdaq Stockholm, where it had been trading since 2004. The delisting, which came at the request of the board, followed the buyback of the company by Walnut Bidco Plc (a new company owned by Oriflame’s founding families) in a deal valued at approximately €850 million (nearly $950 million at current exchange rates).
In its offer documentation, Walnut Bidco stated that: “… the af Jochnick family’s plans for the future business and general strategy do not currently include any changes, and no decisions have been made with regards to Oriflame’s business model, its management or employees. Pursuant to the current view of the af Jochnick family, terms of employment will not materially change and none of Oriflame’s sites will be affected by any reorganizational measures which are directly linked to the offer. The af Jochnick family looks forward to continuing to work with the existing management team at Oriflame and further developing the company under private ownership and we remain committed to our shareholding in the company for the long-term.”
Only days before the offer was made, Oriflame co-founder Jonas af Jochnick died. Although 81 years old, he was very active, even the day before his death, according to the company. He had been a member of the company’s board, an assignment he left in 2018 when he turned 80—to have time with his many other engagements, according to the company. He and his brother Robert founded Oriflame Cosmetics 50 years ago.
“It is with great sadness that we have received the tragic information that Jonas af Jochnick has passed away. As late as yesterday, he was in the office full of enthusiasm and ideas for new projects and initiatives, and today he has left us fast and unexpectedly. He will always be a part of Oriflame’s world and values,” said Magnus Brännström, CEO of Oriflame Holding AG.
Oriflame reported that in 2019 local currency sales increased by 3% but Euro sales decreased by 3%. The firm says its future sales growth is dependent on its ability to further penetrate the markets in which it operates, with an emphasis on six strategic markets: Mexico, Russia, Turkey, India, China and Indonesia.