Founder Story

I grew up in the Nordics. Where design is functional, decisions are direct and excess is avoided.

Over 20+ years across Europe and Asia, at companies including C&A, Tommy Hilfiger and Hop Lun, I have led €650M P&Ls and managed product organisations across more than 20 markets.

Across scale and geographies, I saw the same pattern.

Collections expanding.

Decisions slowing.

Margins thinning.

Not because talent was missing.

Because complexity was winning.

Based in Amsterdam and working globally, I founded The Collection Coach on a simple belief.

Clarity beats volume.

Focus beats noise.

Discipline beats hope.

I step in to rebuild product engines, restore commercial control and help businesses scale with structure.