Sami Asikainen, former head of Wulff Group's personnel services business, has been appointed chief executive officer of Wulff Group Plc, effective immediately. The 54-year-old succeeds Elina Rahkonen after less than nine months on the group executive board and takes charge as the company pursues an ambitious plan to nearly double revenue by 2030.

Asikainen will also serve as chair of the group executive board while continuing to lead the personnel services business, the company's newest business segment, the Nordic provider of workplace products, staffing, and accounting services, announced yesterday. 

The appointment comes just 25 days after Rahkonen announced her departure and nearly two months before her formal handover date of August 14, suggesting the board moved quickly to elevate an internal successor already viewed as a key figure in the group's growth plans, as reported by Listeds earlier.

Asikainen joined the group executive board in October 2025 after building Wulff's personnel services business, which launched in 2024 and includes staff leasing, recruitment, direct search and consulting. The segment sits within the broader worklife services division, which grew 47% year-on-year in the first quarter, making it the fastest-growing part of the group. His promotion places the executive responsible for that expansion in charge of the wider company at a time when growth, rather than restructuring, has become the priority.

"Sami Asikainen is a leader that people trust and are happy to follow. He combines a strong commercial vision, a result-oriented approach and a human, equal way of leading," Chair of the Board Heikki Vienola said. "He has the ability to see growth opportunities and get people involved in change."

The leadership transition takes place against a backdrop of boardroom stability. Former Wulff CEO Heikki Vienola returned as chair in April 2026, providing operational familiarity during the handover period. New board member Petteri Kilpinen, former CEO of TBWA Helsinki and current chair of the Finnish Olympic Committee, adds marketing and brand expertise, while directors Jussi Vienola, Kristina Vienola and Lauri Sipponen provide continuity.

From restructuring to growth

Asikainen inherits a company that has already completed much of its operational reset. Under Rahkonen, Wulff conducted three rounds of workforce negotiations between 2024 and January 2026, affecting 142 employees and eliminating 24 positions. The measures generated annualized savings of EUR 1.8 million and helped return the Finnish products business to positive operating profit growth in the first quarter.

The financial backdrop is favorable. First-quarter net sales rose 16% year-on-year to EUR 31.5 million, while EBIT increased to EUR 2.5 million from EUR 0.3 million a year earlier. The quarter also included a EUR 1.8 million gain from the sale and leaseback of the company's Tuusula warehouse.

The challenge facing the new CEO is less about restructuring and more about balancing growth across three different businesses. He now oversees personnel services, which he built; accounting services, where management expects acquisitions to play a central role; and products for work environments, a mature distribution-focused business emerging from several years of restructuring.

"It is great to be able to lead Wulff in its next growth phase. We have a clear direction: we are building profitable growth in three complementary business areas: Personnel services, Accounting services, and Products for Work Environments," Asikainen said.

What Wulff is trying to achieve

The leadership transition comes with a clear strategic roadmap already in place. Wulff reaffirmed its 2025–2030 strategy at its AGM in April, targeting net sales of EUR 230 million by 2030, nearly double the EUR 122.3 million reported in 2025. The company is also aiming to increase comparable operating profit to EUR 20 million by the end of the decade.

The growth plan combines organic expansion in personnel services and consulting with acquisition-led growth in accounting services. Management has also identified opportunities across Scandinavia, where product sales increased during the first quarter. The strategy, branded "A better world one encounter at a time," places customer experience, sales culture, and sustainability at the center of the group's development.

Asikainen's first comments as CEO closely align with that framework. His focus on sales execution, customer encounters, and people leadership suggests continuity rather than a change in direction, reinforcing the board's decision to promote from within.

Investor watch points

The first question for investors is whether Asikainen can successfully balance his dual responsibilities. He remains head of personnel services while assuming responsibility for the entire group, giving him direct oversight of Wulff's fastest-growing business but also concentrating leadership responsibilities in a single executive. Whether the company appoints a successor to lead personnel services will be closely watched.

A second focus is accounting services, which Wulff has identified as a key growth platform through acquisitions. Rahkonen was closely involved in developing the segment and its acquisition pipeline, making continuity in deal activity an important measure of execution against the 2030 plan.

Attention will also turn to Wulff's half-year results on July 16. Although Rahkonen remains CEO through the reporting period and formally departs on August 14, Asikainen's commentary alongside the results will provide investors with their first indication of how he intends to allocate capital and prioritize growth initiatives.

Finally, investors will assess whether the strong first-quarter momentum can be sustained. Wulff maintained its guidance for higher net sales and a good level of comparable operating profit in 2026. Performance in the seasonally important worklife services business will be a key indicator of whether the company remains on track toward its long-term targets.

By appointing the executive who built its fastest-growing business, Wulff has chosen continuity over reinvention. The board's bet is that the leader who helped create the group's newest growth engine can now scale the entire company.

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Leaders

Fastest-growing business head Sami Asikainen becomes Wulff CEO

Fastest-growing business head Sami Asikainen becomes Wulff CEO

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5 min read

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Credit: Wulff Group, Sami Asikainen

Credit: Wulff Group, Sami Asikainen

Sami Asikainen, former head of Wulff Group's personnel services business, has been appointed chief executive officer of Wulff Group Plc, effective immediately. The 54-year-old succeeds Elina Rahkonen after less than nine months on the group executive board and takes charge as the company pursues an ambitious plan to nearly double revenue by 2030.

Asikainen will also serve as chair of the group executive board while continuing to lead the personnel services business, the company's newest business segment, the Nordic provider of workplace products, staffing, and accounting services, announced yesterday. 

The appointment comes just 25 days after Rahkonen announced her departure and nearly two months before her formal handover date of August 14, suggesting the board moved quickly to elevate an internal successor already viewed as a key figure in the group's growth plans, as reported by Listeds earlier.

Asikainen joined the group executive board in October 2025 after building Wulff's personnel services business, which launched in 2024 and includes staff leasing, recruitment, direct search and consulting. The segment sits within the broader worklife services division, which grew 47% year-on-year in the first quarter, making it the fastest-growing part of the group. His promotion places the executive responsible for that expansion in charge of the wider company at a time when growth, rather than restructuring, has become the priority.

"Sami Asikainen is a leader that people trust and are happy to follow. He combines a strong commercial vision, a result-oriented approach and a human, equal way of leading," Chair of the Board Heikki Vienola said. "He has the ability to see growth opportunities and get people involved in change."

The leadership transition takes place against a backdrop of boardroom stability. Former Wulff CEO Heikki Vienola returned as chair in April 2026, providing operational familiarity during the handover period. New board member Petteri Kilpinen, former CEO of TBWA Helsinki and current chair of the Finnish Olympic Committee, adds marketing and brand expertise, while directors Jussi Vienola, Kristina Vienola and Lauri Sipponen provide continuity.

From restructuring to growth

Asikainen inherits a company that has already completed much of its operational reset. Under Rahkonen, Wulff conducted three rounds of workforce negotiations between 2024 and January 2026, affecting 142 employees and eliminating 24 positions. The measures generated annualized savings of EUR 1.8 million and helped return the Finnish products business to positive operating profit growth in the first quarter.

The financial backdrop is favorable. First-quarter net sales rose 16% year-on-year to EUR 31.5 million, while EBIT increased to EUR 2.5 million from EUR 0.3 million a year earlier. The quarter also included a EUR 1.8 million gain from the sale and leaseback of the company's Tuusula warehouse.

The challenge facing the new CEO is less about restructuring and more about balancing growth across three different businesses. He now oversees personnel services, which he built; accounting services, where management expects acquisitions to play a central role; and products for work environments, a mature distribution-focused business emerging from several years of restructuring.

"It is great to be able to lead Wulff in its next growth phase. We have a clear direction: we are building profitable growth in three complementary business areas: Personnel services, Accounting services, and Products for Work Environments," Asikainen said.

What Wulff is trying to achieve

The leadership transition comes with a clear strategic roadmap already in place. Wulff reaffirmed its 2025–2030 strategy at its AGM in April, targeting net sales of EUR 230 million by 2030, nearly double the EUR 122.3 million reported in 2025. The company is also aiming to increase comparable operating profit to EUR 20 million by the end of the decade.

The growth plan combines organic expansion in personnel services and consulting with acquisition-led growth in accounting services. Management has also identified opportunities across Scandinavia, where product sales increased during the first quarter. The strategy, branded "A better world one encounter at a time," places customer experience, sales culture, and sustainability at the center of the group's development.

Asikainen's first comments as CEO closely align with that framework. His focus on sales execution, customer encounters, and people leadership suggests continuity rather than a change in direction, reinforcing the board's decision to promote from within.

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Investor watch points

The first question for investors is whether Asikainen can successfully balance his dual responsibilities. He remains head of personnel services while assuming responsibility for the entire group, giving him direct oversight of Wulff's fastest-growing business but also concentrating leadership responsibilities in a single executive. Whether the company appoints a successor to lead personnel services will be closely watched.

A second focus is accounting services, which Wulff has identified as a key growth platform through acquisitions. Rahkonen was closely involved in developing the segment and its acquisition pipeline, making continuity in deal activity an important measure of execution against the 2030 plan.

Attention will also turn to Wulff's half-year results on July 16. Although Rahkonen remains CEO through the reporting period and formally departs on August 14, Asikainen's commentary alongside the results will provide investors with their first indication of how he intends to allocate capital and prioritize growth initiatives.

Finally, investors will assess whether the strong first-quarter momentum can be sustained. Wulff maintained its guidance for higher net sales and a good level of comparable operating profit in 2026. Performance in the seasonally important worklife services business will be a key indicator of whether the company remains on track toward its long-term targets.

By appointing the executive who built its fastest-growing business, Wulff has chosen continuity over reinvention. The board's bet is that the leader who helped create the group's newest growth engine can now scale the entire company.

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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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Investor Event

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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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