Denmark's Dagrofa Names Two New Directors

Danish retail group Dagrofa has named two new directors to help drive the positive development in the company.

Esben Keller will step in as the new chain director for SPAR, Min Købmand and Let-Køb and join the group management board today (12 April).

Clarissa Eva Leon will take over as the company's new digital director on 1 May.

The two new appointments are part of the company's plans to strengthen the organisation, with Keller and Eva Leon playing an important role in developing and implementing Dagrofa's next strategy.

'Wealth Of Experience'

Dagrofa CEO, Tomas Pietrangeli, commented, "I am very pleased that Keller and Eva Leon have chosen to join the Dagrofa team. Keller brings a wealth of experience from the retail industry, and his strategic thinking and ability to make strategies work in practice will ensure that SPAR, Min Købmand and Let-Køb will continue the strong development that the chains are undergoing." 

Most recently, Keller served as the head of retail for the clothing brand Rains, where he was responsible for the company's global retail strategy. 

He started his career with the Salling Group as a trainee in Bilka, after which he held several management positions, including the role of store manager in Føtex and Bilka.

He also served as sales manager in Dagrofa's former KIWI chain and then joined Heinemann Retail, where he held the position of managing director from 2017-2020.

'Very Exciting Stage Of Development'

Commenting on his new role, Keller said, "Dagrofa is in a very exciting stage of development with store growth and gained market share. 

"I am looking forward to continuing the great journey SPAR, Min Købmand, and Let-Køb are on, and at the same time to contributing to Dagrofa's overall growth and positioning."

Elsewhere, Clarissa Eva Leon joins Dagrofa from Danish train operating company Danske Statsbaner (DSB), where she served as the digital manager. 

She was responsible for taking the company in an innovative direction and bringing it to the forefront of digital development.

'Accelerating Digital Efforts'

Pietrangeli said, "With Clarissa's appointment, we are accelerating our digital efforts, and this will be felt internally within Dagrofa and also among our customers, grocers and partners."

Commenting on her new role, Eva Leon said she was excited about entering a completely new industry. 

"I look forward to using my experience to accelerate digital development, which in today's society plays an important role both internally within an organisation and also externally in relation to our customers," she added.