CEO and President Thule Group

Magnus Welander is the major driver behind the transformation of Thule Group from a business associated with the automotive industry to a true sports and outdoor company.

When Magnus 2010 took over the role as CEO of the company, he had a plan for how Thule Group could use the high demands from being associated with the automotive industry and the user-centric approach of the outdoor industry, to transform the company into a consumer brand company with great products for active lives.

Magnus had managed Thule Group’s biggest business area since 2006 and was convinced that the global reach of the Thule brand and the companies strong capabilities in developing great products should open up for great growth opportunities. Increased spend on product development that enabled entry into new product categories, as well as divestment of businesses that was not linked to the company's future in sports and outdoor started as Magnus took over as CEO.

Today, Thule Group is a successful branded consumer goods company listed on the Stockholm Stock Exchange. The company has further strengthened its position in traditional product categories while at the same time it has been making footprints within its newer product categories Active with Kids and Pack, Bags and Luggage.

Thule Group
Thule Group was foundend 1942 in the small village of Hillerstorp, south Sweden. With a focus on products that surrounded the car and made it easier for the car owner to bring their stuff when the space in the luggage and passenger compartment was insufficient, Thule Group successfully conquered the world with smart solutions for the car owner's transport.

Today Thule Group offers products that make it easy to bring along the things you care for – easily, securely and in style – when living an active life. Thule Group offer products within Sport&Cargo Carriers(roof racks, roof boxes and carriers for transporting cycling, water and winter equipment by car), Packs, Bags & Luggage(e.g. computer and camera bags, luggage and hiking backpacks), RV Products(awnings, bike carriers and tents for motorhomes and caravans) and Active with Kids (bike trailers, strollers and child bike seats). The Group’s biggest brand is Thule, with the tag-line Bring your life, which stands for 80% of sales.

The company has approximately 2,200 employees at 9 production facilities and 35 sales offices worldwide. Its products are sold in more than 140 markets and sales in 2017 amounted to SEK 5.9 billion.