Elina Rahkonen is leaving Wulff Group at a moment of unusual strength for the Helsinki-listed worklife services and products group. Just three and a half weeks before announcing her resignation, Wulff reported its strongest quarterly result in years: Q1 2026 net sales rose 16% to EUR 31.5 million, while operating profit climbed +730% to EUR 2.5 million.

Rahkonen, who has led Wulff since 2019, will remain CEO until August 14 while the board searches for a successor. The departure closes a seven-year period in which Wulff shifted from a traditional office products company into a broader Nordic worklife services group, with staffing, consulting, and accounting services becoming increasingly central to growth.

A CEO who knew the company before leading it

Rahkonen’s tenure was shaped by unusually deep familiarity with the business. Before becoming CEO, she served as Wulff’s CFO between 2014 and 2017 and briefly as interim CEO in 2016–2017. She returned to lead the company after serving as CEO of Aallon Group and CFO of Ahlsell Finland.

Her background combines finance, auditing, and operational leadership. Earlier in her career, she worked at Deloitte and held several financial management positions between 2002 and 2011. Alongside her executive role, she currently serves on the boards of Kreate Group, LapWall, Olas Group, and Duell.

As of December 31, 2025, Rahkonen held 40,000 Wulff shares, representing 0.6% of the company’s shares and votes.

From office products to worklife services

The board’s framing of the transition reflects how substantially the company changed during Rahkonen’s tenure. Wulff’s FY2025 net sales reached EUR 122.3 million, up from EUR 102.8 million in 2024 and more than double the level when she took over. Operating profit and market value also more than doubled during the period.

“It has been a privilege to help transform a traditional workplace product company into a diversified partner for the modern workplace,” Rahkonen said in the resignation announcement. “Our growth has been made possible by our colleagues, partners, and customers.”

A major part of that shift came through acquisitions and the expansion of Wulff’s workplace services platform. Staples Finland, acquired in 2021, now operates as an integrated part of the group after effectively doubling Wulff’s net sales through the transaction. The business serves large companies and public sector organizations with contract supply solutions covering workspaces, breakrooms, and IT services.

Alongside that, Wulff’s Products for Work Environments segment provides workplace solutions across Finland, spanning offices, remote workstations, and industrial sites. Its catalog includes more than 40,000 products, ranging from office and IT supplies to cafeteria products, ergonomics, cleaning equipment, and first aid solutions.

The transformation included repeated restructuring inside the Finnish Products for Work Environments segment. Between 2024 and early 2026, Wulff conducted three rounds of change negotiations tied to the Staples Finland integration, organizational simplification, and strategic renewal. In total, 142 employees were involved, 24 roles were eliminated, and the measures are expected to generate EUR 1.8 million in annualized savings.

The pattern across those negotiations suggests a company steadily reducing legacy complexity rather than responding to a single operational shock. The first round in February 2024 focused on integrating Staples Finland, acquired in 2021. The second, announced in March 2025, centered on reallocating resources toward customer impact and sales capability. The third round concluded in January 2026 and focused on improving service capability in customer interactions.

The effect became visible in Q1 2026, when the Finnish products business returned to positive operating profit growth. Wulff also strengthened its balance sheet in March through the sale and leaseback of its Tuusula warehouse, recording a EUR 1.8 million one-off gain.

The next phase is already defined

Chair Heikki Vienola’s comments accompanying the resignation announcement read less like a reset and more like a handover between phases of the same strategy.

He credited Rahkonen with renewing the company’s strategy, integrating acquisitions, building new service businesses, and strengthening performance culture during a period shaped by the pandemic, geopolitical instability, and softer customer demand.

More importantly, the board’s public messaging makes clear what Wulff now sees itself becoming. The company is no longer positioning itself primarily as a workplace products distributor. Its 2025–2030 strategy centers on worklife services, particularly staffing, consulting, and accounting.

The targets are ambitious: EUR 230 million in net sales and EUR 20 million in comparable operating profit by 2030, nearly doubling revenue from current levels.

Worklife Services is already driving much of the momentum. In Q1 2026, the segment grew 47.4% year over year, materially faster than the rest of the group. Management has also signaled continued acquisition activity in accounting services alongside organic expansion in staffing and consulting.

Rahkonen herself directly oversaw Wulff’s accounting business alongside the CEO role, making accounting expansion central to the company’s growth strategy rather than an adjacent initiative.

A transition with continuity

The board composition reinforces the sense of continuity around the CEO transition. April’s AGM installed Heikki Vienola as chair, returning a former group CEO to a governance role during the leadership change. Petteri Kilpinen also joined the board, bringing branding and marketing experience from TBWA Helsinki and the Finnish Olympic Committee. Jussi Vienola, Kristina Vienola, and Lauri Sipponen were re-elected.

That continuity reduces some of the uncertainty usually associated with small-cap CEO departures. Wulff enters the transition with publicly defined financial targets, a recently updated strategy, and a board led by someone with direct operational familiarity with the business.

The more important question is what kind of leader the board now wants for the next stage. The recent growth narrative points toward a services-oriented operator capable of scaling staffing and consulting businesses across the Nordics. At the same time, Wulff’s accounting strategy and acquisition activity suggest transaction and integration experience may become increasingly important.

Whoever succeeds Rahkonen will inherit a company that has already completed much of its structural reset. The challenge now is execution: integrating acquisitions, expanding Worklife Services while preserving margins, and delivering against a 2030 strategy that depends less on reinvention and more on sustained operational growth.

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Leaders

Elina Rahkonen leaves Wulff after turning an office supplier into a Nordic services group

Elina Rahkonen leaves Wulff after turning an office supplier into a Nordic services group

·

5 min read

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Credit: Wulff-Yhtiöt, Elina Rahkonen

Credit: Wulff-Yhtiöt, Elina Rahkonen

Elina Rahkonen is leaving Wulff Group at a moment of unusual strength for the Helsinki-listed worklife services and products group. Just three and a half weeks before announcing her resignation, Wulff reported its strongest quarterly result in years: Q1 2026 net sales rose 16% to EUR 31.5 million, while operating profit climbed +730% to EUR 2.5 million.

Rahkonen, who has led Wulff since 2019, will remain CEO until August 14 while the board searches for a successor. The departure closes a seven-year period in which Wulff shifted from a traditional office products company into a broader Nordic worklife services group, with staffing, consulting, and accounting services becoming increasingly central to growth.

A CEO who knew the company before leading it

Rahkonen’s tenure was shaped by unusually deep familiarity with the business. Before becoming CEO, she served as Wulff’s CFO between 2014 and 2017 and briefly as interim CEO in 2016–2017. She returned to lead the company after serving as CEO of Aallon Group and CFO of Ahlsell Finland.

Her background combines finance, auditing, and operational leadership. Earlier in her career, she worked at Deloitte and held several financial management positions between 2002 and 2011. Alongside her executive role, she currently serves on the boards of Kreate Group, LapWall, Olas Group, and Duell.

As of December 31, 2025, Rahkonen held 40,000 Wulff shares, representing 0.6% of the company’s shares and votes.

From office products to worklife services

The board’s framing of the transition reflects how substantially the company changed during Rahkonen’s tenure. Wulff’s FY2025 net sales reached EUR 122.3 million, up from EUR 102.8 million in 2024 and more than double the level when she took over. Operating profit and market value also more than doubled during the period.

“It has been a privilege to help transform a traditional workplace product company into a diversified partner for the modern workplace,” Rahkonen said in the resignation announcement. “Our growth has been made possible by our colleagues, partners, and customers.”

A major part of that shift came through acquisitions and the expansion of Wulff’s workplace services platform. Staples Finland, acquired in 2021, now operates as an integrated part of the group after effectively doubling Wulff’s net sales through the transaction. The business serves large companies and public sector organizations with contract supply solutions covering workspaces, breakrooms, and IT services.

Alongside that, Wulff’s Products for Work Environments segment provides workplace solutions across Finland, spanning offices, remote workstations, and industrial sites. Its catalog includes more than 40,000 products, ranging from office and IT supplies to cafeteria products, ergonomics, cleaning equipment, and first aid solutions.

The transformation included repeated restructuring inside the Finnish Products for Work Environments segment. Between 2024 and early 2026, Wulff conducted three rounds of change negotiations tied to the Staples Finland integration, organizational simplification, and strategic renewal. In total, 142 employees were involved, 24 roles were eliminated, and the measures are expected to generate EUR 1.8 million in annualized savings.

The pattern across those negotiations suggests a company steadily reducing legacy complexity rather than responding to a single operational shock. The first round in February 2024 focused on integrating Staples Finland, acquired in 2021. The second, announced in March 2025, centered on reallocating resources toward customer impact and sales capability. The third round concluded in January 2026 and focused on improving service capability in customer interactions.

The effect became visible in Q1 2026, when the Finnish products business returned to positive operating profit growth. Wulff also strengthened its balance sheet in March through the sale and leaseback of its Tuusula warehouse, recording a EUR 1.8 million one-off gain.

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The next phase is already defined

Chair Heikki Vienola’s comments accompanying the resignation announcement read less like a reset and more like a handover between phases of the same strategy.

He credited Rahkonen with renewing the company’s strategy, integrating acquisitions, building new service businesses, and strengthening performance culture during a period shaped by the pandemic, geopolitical instability, and softer customer demand.

More importantly, the board’s public messaging makes clear what Wulff now sees itself becoming. The company is no longer positioning itself primarily as a workplace products distributor. Its 2025–2030 strategy centers on worklife services, particularly staffing, consulting, and accounting.

The targets are ambitious: EUR 230 million in net sales and EUR 20 million in comparable operating profit by 2030, nearly doubling revenue from current levels.

Worklife Services is already driving much of the momentum. In Q1 2026, the segment grew 47.4% year over year, materially faster than the rest of the group. Management has also signaled continued acquisition activity in accounting services alongside organic expansion in staffing and consulting.

Rahkonen herself directly oversaw Wulff’s accounting business alongside the CEO role, making accounting expansion central to the company’s growth strategy rather than an adjacent initiative.

A transition with continuity

The board composition reinforces the sense of continuity around the CEO transition. April’s AGM installed Heikki Vienola as chair, returning a former group CEO to a governance role during the leadership change. Petteri Kilpinen also joined the board, bringing branding and marketing experience from TBWA Helsinki and the Finnish Olympic Committee. Jussi Vienola, Kristina Vienola, and Lauri Sipponen were re-elected.

That continuity reduces some of the uncertainty usually associated with small-cap CEO departures. Wulff enters the transition with publicly defined financial targets, a recently updated strategy, and a board led by someone with direct operational familiarity with the business.

The more important question is what kind of leader the board now wants for the next stage. The recent growth narrative points toward a services-oriented operator capable of scaling staffing and consulting businesses across the Nordics. At the same time, Wulff’s accounting strategy and acquisition activity suggest transaction and integration experience may become increasingly important.

Whoever succeeds Rahkonen will inherit a company that has already completed much of its structural reset. The challenge now is execution: integrating acquisitions, expanding Worklife Services while preserving margins, and delivering against a 2030 strategy that depends less on reinvention and more on sustained operational growth.

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Authors

Emmi Laine is head of business content at Listeds and our lead for finance and business coverage. She sets the editorial agenda, interviews Nordic business leaders, and writes stories, newsletters, and social content on timely market and corporate topics. Emmi brings nearly eight years of experience from Shanghai's Yicai Global / Yicai Media Group, where she was awarded for reporting on China’s economy, finance sector, and technology innovation. She holds an MSc in Innovation and Entrepreneurship from ESADE Business School in Barcelona and a Master’s degree in International Design Business Management from Aalto University. She also holds a Bachelor’s degree in Culture Studies with a major in Journalism from Stockholm University and has studied Mandarin Chinese and Chinese culture. Emmi is a Finnish citizen and has lived in Finland, Sweden, China, and Portugal.

Emmi Laine is head of business content at Listeds and our lead for finance and business coverage. She sets the editorial agenda, interviews Nordic business leaders, and writes stories, newsletters, and social content on timely market and corporate topics. Emmi brings nearly eight years of experience from Shanghai's Yicai Global / Yicai Media Group, where she was awarded for reporting on China’s economy, finance sector, and technology innovation. She holds an MSc in Innovation and Entrepreneurship from ESADE Business School in Barcelona and a Master’s degree in International Design Business Management from Aalto University. She also holds a Bachelor’s degree in Culture Studies with a major in Journalism from Stockholm University and has studied Mandarin Chinese and Chinese culture. Emmi is a Finnish citizen and has lived in Finland, Sweden, China, and Portugal.

Devdatta Temgire is a data and business analyst at Listeds. He contributes research, data analysis, and pattern detection to the publication’s coverage of Nordic-listed companies, with a focus on board composition, leadership transitions, and financials. He holds an honors degree in artificial intelligence and data science alongside a bachelor’s in computer engineering, and previously worked at KPMG.

Devdatta Temgire is a data and business analyst at Listeds. He contributes research, data analysis, and pattern detection to the publication’s coverage of Nordic-listed companies, with a focus on board composition, leadership transitions, and financials. He holds an honors degree in artificial intelligence and data science alongside a bachelor’s in computer engineering, and previously worked at KPMG.

Authors

Journalist

Emmi Laine is head of business content at Listeds and our lead for finance and business coverage. She sets the editorial agenda, interviews Nordic business leaders, and writes stories, newsletters, and social content on timely market and corporate topics. Emmi brings nearly eight years of experience from Shanghai's Yicai Global / Yicai Media Group, where she was awarded for reporting on China’s economy, finance sector, and technology innovation. She holds an MSc in Innovation and Entrepreneurship from ESADE Business School in Barcelona and a Master’s degree in International Design Business Management from Aalto University. She also holds a Bachelor’s degree in Culture Studies with a major in Journalism from Stockholm University and has studied Mandarin Chinese and Chinese culture. Emmi is a Finnish citizen and has lived in Finland, Sweden, China, and Portugal.

Devdatta Temgire is a data and business analyst at Listeds. He contributes research, data analysis, and pattern detection to the publication’s coverage of Nordic-listed companies, with a focus on board composition, leadership transitions, and financials. He holds an honors degree in artificial intelligence and data science alongside a bachelor’s in computer engineering, and previously worked at KPMG.

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21 September 2026

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Market Signals

Citycon approved a €422.6M sale of three Finnish shopping centres to a company controlled by G City's shareholders

Sep 15, 2026

Myyrmanni, Koskikeskus and Trio, classified as a related-party transaction and approved by the independent directors on 12 August. 

On 12 August 2026, Citycon Oyj's board approved the divestment of three Finnish shopping centres — Myyrmanni in Vantaa, Koskikeskus in Tampere and Trio in Lahti — at an appraisal value of approximately €422.6m, based on the 30 June 2026 valuation.

The buyer is Noga Finland Retail Properties Oy, which Citycon's release describes as controlled by the shareholders of G City Ltd. G City and its subsidiary Gazit Europe Netherlands B.V. held approximately 89.68 per cent of Citycon at the time. Citycon classified the transaction as a related-party transaction deviating from the ordinary course of business, and states that the independent board members approved it.

Completion is expected in the second half of 2026, conditional on a public offering of securities in Noga Retail Properties Ltd. and other customary conditions. Citycon may provide vendor financing of up to €84.5m at market terms, and retains asset and property management of the three centres after closing, for which it will receive management and success fees.

The numbers

Appraisal value of the three centres

approx. €422.6m

Against the 28 May LOI

approx. €400m at 31 March 2026 book value

Vendor financing Citycon may provide

up to €84.5m — about a fifth of the price

G City + Gazit at approval / after 31 August

89.68% 

Separate related-party facility, 13 May

up to €200m mutual on-call loan, repayable 15 February 2028

Governance and ownership

The transaction is the third disclosed related-party item between Citycon and its controlling owner in four months.

  • 13 May — Citycon's board approved a mutual on-call loan facility of up to €200m with G City, repayable by 15 February 2028, at interest set on arm's-length terms by an independent pricing agent. The release notes G City is Citycon's parent and a related party, and states the facility was approved unanimously by the independent board members.

  • 28 May — Citycon signed a non-binding letter of intent for the divestment of Finnish centres at a book value of around €400m as at 31 March 2026.

  • 12 August — The board approved the sale of the three centres at approximately €422.6m, again by decision of the independent board members.

The parking dispute, in date order

One of the three centres is at the centre of a public dispute in Finland this summer. The sequence, as reported:

  • July 2026 — Citycon cut free parking at Myyrmanni from two hours to one. Free parking was also shortened to one hour at Iso Omena and Lippulaiva in Espoo; a K-Citymarket merchant told Länsiväylä the conduct was classless.

  • 8 August — Espoo City Council chair Jarno Limnéll wrote in Länsiväylä that Citycon should re-evaluate the decision and enter genuine dialogue with entrepreneurs and customers, noting Iso Omena houses a library, pharmacy and health centre.

  • 12 August — The board approved the sale of all three centres.

  • 14 August — MP Mia Laiho, chair of the Länsi-Uusimaa wellbeing services county board, called for Citycon to come to the negotiating table over the one-hour limit at Iso Omena.

  • 4 September — Citycon extended free parking at Myyrmanni to 90 minutes. No change in Espoo 

These are separate decisions by the same company in the same weeks. 

What to watch

Completion of the €422.6m divestment depends on the public offering of Noga Retail Properties Ltd. securities, and the timing of that offering determines whether the transaction closes before or after Citycon leaves the exchange. G City commenced compulsory redemption proceedings on 2 September, and Finnish redemption proceedings ran to a determined redemption price. The delisting application follows as soon as it is permitted under applicable law.



Executive Intelligence

Women hold 34.9% of Helsinki board seats. The chair's seat moved the other way.

Sep 14, 2026

The half in which the EU board gender directive fell due, measured against the Listeds board composition dataset. Women's share of board seats rose 1.3 points. The share of female chairs fell from 12.0% to 10.7%.

According to the Board Index — Finland H1 2026 study by Listeds and Admincontrol, women's share of board seats on Nasdaq Helsinki rose from 33.6% to 34.9% over the first half of the year. The gain was 1.3 percentage points in six months, continuing the upward trend that began in 2022 (28.2%). 30 June 2026 was the compliance deadline for the EU directive on gender balance on the boards of listed companies (Directive (EU) 2022/2381). The largest single-year gain, however, came in 2025, when the share climbed 3.0 points from 30.6% to 33.6% — a full year before the deadline took effect.

The 40% target applies to a narrower group than the market average covers

The market-wide average still falls short of the directive's 40% target. The directive's obligations, however, apply only to companies above certain size thresholds — in Finland, more than 250 employees and either a balance sheet above €43 million or turnover above €50 million — whereas the Board Index figures cover the whole of Nasdaq Helsinki and the First North market. In the Large Cap segment, which comes closest to the group in scope, the threshold was passed: women held 42.0% of board seats at the end of June. Market-cap segment is an approximation rather than the legal test: some Mid Cap companies clear the employee and turnover thresholds, while a few Large Cap companies with small workforces do not. The lowest shares sit in small companies and on First North, which are largely outside the directive's scope.

One woman on the board is no longer enough

The change over the first half was not only a matter of volume. The emphasis shifted from appointing a first woman to filling more than one seat: the share of companies with only one woman on the board fell from 26.2% to 21.9%. At the same time, the share of companies where more than 40% of directors are women rose from 24.0% to 27.8%.

By segment, the largest step was taken in Small Cap companies, where women's share rose from 29.6% to 32.4%. First North remains the most male-dominated market segment: women hold just 27.5% of board seats there. By industry, the sharpest gains came in consumer staples (36.1% → 40.0%) and technology (29.5% → 32.9%). Real estate remains the least gender-diverse industry, with women at 25.0%.

Eight all-male boards — and fewer female chairs than before

One indicator stood still, the other turned down. The number of all-male boards remained at eight companies (4.4% → 4.3% of companies), and all of them are Small Cap or First North companies: Digitalist Group, Dovre Group, Eagle Filters Group, Norrhydro Group, Pallas Air, Summa Defence, Sunborn International and Titanium.

The share of female chairs fell from 12.0% (22 companies) to 10.7% (20 companies). Progress in board membership has therefore not yet reached the head of the table.

At the other end of the range, a group of companies has reached or passed gender parity. The highest shares of women were at Suominen (66.7%), Aktia Bank and Verkkokauppa.com (both 57.1%) and Huhtamäki (55.6%). Fiskars, Kempower, Orion, Stora Enso, Administer and Modulight landed at exactly 50%.

Internationalisation did not move at all

The nationality mix was entirely unchanged: Finnish nationals held 77.3% of board seats both at the start and at the close of the half. In every reading since 2022 the figure has sat between 77% and 78%. The only real movement in the series came in 2025, when the Finnish share fell from 78.2% to 77.3%.

Internationalisation is concentrated in a small number of large companies and in certain industries. The most international industries are telecommunications (44.1% Finnish), health care (61.9%) and energy (62.5%). Among market segments, Large Cap is the most international (58.4% Finnish). The most domestic industries are consumer staples (88.0%) and industrials (85.3%); among segments, Small Cap (87.8%) and First North (86.1%). The internationalisation of Finnish listed companies' business has not carried through to their board composition, and new listings still arrive on the exchange with largely all-domestic boards.

“Finnish listed companies are internationalising their business faster than their boards. If a company's growth comes from outside its home market, the board should include at least one director who has relevant business experience from that market. Today's digital board meeting systems make high-quality, frictionless board work possible across borders as well.”
Henrikki Hirvonen
Henrikki HirvonenCountry Manager Finland, Admincontrol

Average age edged down

The average age of boards fell from 57.6 to 57.0 years over the half. Across the full series, however, boards have aged: the average has risen from 55.7 years at the end of 2022, with the sharpest single move — up 1.1 years — in 2025 alone. Millennials (born 1980–1999) rose from 12.0% to 12.2% of board seats, and directors under 50 from 18.1% to 18.5%. The share of companies with no millennial director fell from 50.3% to 47.1%.

Even the youngest boards sit at or above 45 years of age. The only exception is Talenom, whose board has a calculated average age of 40.8 years and where 80.0% of directors are millennials.

Most of the adjustment came before the deadline, not because of it

Progress over the first half was broader than regulation alone requires, as shares also rose outside the directive's size thresholds. The open question is whether it continues without a deadline attached to it. The pattern in the data suggests much of the adjustment was anticipatory: the largest annual gain came in 2025, before the deadline, and the pace roughly halved in the half when compliance actually fell due.

“Diversity is measured by gender, nationality and age because those are measurable. A board's real capability, however, is a question of expertise: does the board's expertise match the tactics and the strategy the company intends to execute over the coming years. Composition is only the starting point. Diverse board work is not automatically effective, because different perspectives produce better decisions only if the way the board works lets them reach the table.”
 Henrikki Hirvonen
Henrikki HirvonenCountry Manager Finland, Admincontrol

Summary

Metric

1 Jan 2026

30 Jun 2026

Women on boards

33.6%

34.9%

Boards with no women

4.4% (8 companies)

4.3% (8 companies)

Boards with only one woman

26.2%

21.9%

Boards above 40% women

24.0%

27.8%

Female board chairs

12.0%

10.7%

Finnish directors

77.3%

77.3%

Average board age

57.6

57.0

Millennial directors

12.0%

12.2%

Boards with no millennial

50.3%

47.1%

Read the full index: Board Index — Finland | H1 2026

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