Our team
Circel is a platform designed for collaboration between leading independent consultants and experts
Circel - A platform for independent top consultants and experts
The Circel network shares human and commercial values and aims to create business value for our clients. We become fast, flexible, and efficient by adapting our teams and their skills - always with the business and actual results in mind.
We work strategically, are skilled at analysis, presentations, and recommendations, and we share a common belief: good consulting leads to real changes, initiatives, and actions. That is our commitment to you.
Circel
Johan Kaij
Senior Strategy Consultant & Founder
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Senior strategy consultant with more than 20 years of experience in leading consulting firms
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Expert in strategy, concept development, retail, category management and brand issues
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Experienced advisor and inspirational speaker
+46(0)708 444 863
Ebba Cedergren
Strategy Consultant & Analyst
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Strategy consultant and analyst with a Bachelor's degree in Retail Management from the Stockholm School of Economics
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Started at Circel in 2023 and works with strategic analysis, problem solving and development within retail, brands and consumer affairs
+46(0)708 754 346
Tommy Åkerblom
Retail Designer/Architect
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Retail designer and architect with over 25 years of experience in retail design and architecture, with a background in IKEA and own agencies
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Collaborates with both retailers and brands, focusing on store concepts, interior design, design, POS solutions, and 3D visualizations
+46(0)706 682 072
Olivia Glifberg
Junior Consultant & Analyst
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Final-year student at the Bachelor's programme Retail Management, Stockholm School of Economics
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Part-time position alongside studies, since spring 2025
+46(0)738 267 260
Senior Advisors
Christina Cheng
Strategy & Brands
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Senior advisor and subject matter expert with over 20 years of experience in brand strategy innovation, trends, future analysis and growth strategies
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CEO and founder of Sprillo, with extensive experience in portfolio strategy and concept development.
+46(0)709 845 995
Carl Setterberg
Retail Strategy & Technology
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More than 15 years of experience in technology and business development in retail
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Several international leadership roles within H&M, including CFO of the Tech department
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Currently in the role as Head of Epicenter Store and advisor to startups in the retail segment
+46(0)707 963 847
Egil Bråthe
Strategy & Industry Expert
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Former founder and CEO of Movement Consulting
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Senior advisor with over 35 years of experience as a consultant in the grocery and food industry
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Worked with major Swedish suppliers, chains, and organizations
egil.brathe@movementconsulting.se
Patrik Nygård
E-commerce & Digital Services
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Business developer with over 15 years of professional experience
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Owner and founder of several agencies focusing on different areas of e-commerce and online business
+46(0)736 811 206
Maria Forshufvud
Communication & Expert in the Green Industry
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Extensive expertise in leadership and consulting within the food and agriculture sector, including multiple CEO positions at major companies
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Senior consultant and founder of Forshufvud Kommunikation AB, specializing in strategic communication for the green and food industries
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Former Head of Information at Granngården AB and CEO of Svenskt Kött and Sverigemärkningen AB
+46(0)727 416 490
Per Lenberg
Organization, Technology & AI
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Researcher at Chalmers University of Technology with a focus on the interaction between technology, organizations and individuals
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Specialization in technology, data and organizational change
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Focus on the practical use/implementation of AI and large language models (LLM)
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Experience in industrial development and sales strategies
+46(0)734 379 815
Roger Sjödin
Retail Technology & Commercial Strategy
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Commercial Director with +20 years of experience in marketing and sales (Conaxess, Taco Truck, and Candy King), as well as shopping malls (Citycon) and retail technology (Shoppa and Turnpike)
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Focus on commercial strategy, go-to-market strategies, category development, and store solutions
+46(0)763 058 551
Partners
Sprillo
For many years, Circel has partnered with Sprillo, a distinguished agency specializing in trends, strategy, and innovation. Together, we engage in several strategic projects, leveraging our complementary competencies to provide unique solutions in the market.
Spinn
Spinn is a full-service communications firm with a strong background in driving sales and creating strong brand effects. Circel and Spinn have worked together on select projects for many years, particularly when strategies need to be expanded into communications and activation.
Spinn differs from other agencies in that they have the knowledge to build the brand all the way to the point of sale and are proud of doing so.