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Anne-May Asplund will leave Duell Corporation as chief people officer on September 15, 2026, becoming the fourth senior leadership departure or appointment at the company in the past 10 months as CEO Tomi Virtanen reshapes the management team.
Duell announced that Asplund, a member of the management team since July 2025, will depart in September and that a recruitment process for her successor will begin immediately. Her departure comes six weeks after Tomi Virtanen was confirmed as permanent CEO following a two-month interim period.
Asplund joined Duell's management team in 2025. During her tenure, the Finland-based importer and wholesale distributor continued to develop its European operations while navigating weaker demand across several markets. Duell serves around 8,500 dealers across Europe, offers more than 100,000 products from over 500 brands, and operates logistics centers in Finland, Sweden, the Netherlands, France, and the UK.
"I would like to thank Anne-May Asplund for her contribution to Duell and the development of the company," Virtanen said.
Leadership changes continue
Asplund's departure follows a period of change across Duell's leadership structure. The company saw board changes at its annual general meeting in November 2025, while former CEO Karl Magnus Miemois left the company in March 2026. Virtanen was appointed interim CEO the following day and was confirmed as permanent CEO on May 7.
The CPO role becomes the latest vacancy within the leadership organization as Duell continues recruitment efforts for key positions.
What the company aims to accomplish
Since his appointment as permanent CEO, Virtanen has outlined three priorities for Duell: restoring profitable growth, strengthening the company's position in target markets, and improving working capital efficiency.
The company has already taken several steps aligned with those objectives. In April, Duell established a dedicated supply chain organization focused on working capital management. The same month, it announced a distribution agreement with Quad Lock covering Finland, Sweden, and Norway, expanding its product offering in the Nordic market.
Duell has also sought to strengthen its position in France. Earlier this year, the company appointed Jean-Marc Autheman to lead French operations as it works to improve performance in the market through a stronger product portfolio and updated sales plan.
Alongside those initiatives, Duell has continued investing in operational efficiency. In May, the company's Mustasaari warehouse received the Warehouse Excellence Award 2026 from Elisa Industriq Finland after improving warehouse efficiency by nearly 40% and increasing peak-season order handling capacity by 30% to 40%.
What to watch
Duell's third-quarter results, scheduled for July 2, will be the first financial update under Virtanen's permanent leadership. Investors will likely focus on developments in working capital management, inventory efficiency, and sales trends given the priorities outlined by management.
The company expects FY2026 organic net sales to decline by around 9% and reported a 6.6% year-over-year decline in net sales during the first half of the fiscal year. Net sales totaled EUR 127 million in FY2025.
The recruitment process for a new CPO will also be a notable leadership development ahead of Duell's annual general meeting on November 24. The July third-quarter report and full-year results expected in October will provide further updates on the company's progress against its stated priorities.
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