Mustasaari, Ostrobothnia, Finland, April 2025 – Duell Corporation has officially announced the appointment of Anne-May Asplund as Chief People and Communications Officer, effective 1 July 2025. Asplund will also join the company’s Management Team, marking a strategic leadership move as the organization continues its European growth and integration efforts.
Speaking on the appointment, Duell CEO Magnus Miemois stated, “I am very pleased that Anne-May Asplund is joining the Duell team to support our growth strategy with her strong experience from international companies. We are developing in the right direction and with Anne-May’s leadership we can take the next steps in developing a high-performance culture.”
Anne-May commented, “I am really looking forward to joining Duell in July and getting to know all my new colleagues across Europe. I am joining Duell at an exciting time when the integration of acquired companies is ongoing and I can contribute to building a unified and strong company culture.”
Anne-May brings with her over two decades of senior leadership experience in HR and communications, with a background spanning both listed companies and the wholesale industry. She most recently served as Chief People & Culture Officer at Hedengren Group, where she led HR operations across Finland, Sweden, Norway, and Estonia. Her professional expertise includes HR transformation, people management, M&A integrations, compensation & benefits, and leadership development.
Prior to her role at Hedengren, Anne-May held pivotal roles at Sitowise, including Chief Human Resources Officer, where she was a core member of the management team driving organizational development, IPO preparation, and cross-border integration strategies. Her earlier roles include HR and Communications Director at Coor Service Management, where she oversaw HR strategy across the Nordics and Baltics, and senior HR leadership at Aktia Plc, Albany International, and Sanitec.
About Duell Corporation
Duell Corporation is a leading import and wholesale company established in 1983 and headquartered in Mustasaari, Finland. The company operates across Europe with a portfolio of over 130,000 products and 500+ brands, serving approximately 8,500 dealers. Duell’s offerings cover a wide range of categories including motorcycling, bicycling, snowmobiling, ATVs/UTVs, marine, and gardening/forestry equipment.
With logistics centers in Finland, Sweden, the Netherlands, France, and the UK, Duell has built a strong pan-European footprint. In 2024, Duell reported net sales of EUR 125 million and currently employs over 200 professionals. Duell’s shares are listed on the Nasdaq First North Growth Market Finland.
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