E-commerce & Retail Director

Mandaley is looking for an E-commerce & Retail Director to lead the online and physical retail growth of Soft Goat and Malina, two of Sweden's most loved contemporary fashion brands. About Mandaley Mandaley is a Nordic group building a home for contemporary luxury brands that stand for quality, creativity and long-term growth. The group was formed in 2022 around two founder-led Stockholm brands:

• Soft Goat – founded in 2011 as one of Sweden's first direct-to-consumer brands, offering premium cashmere knitwear for women and men.
• Malina – easy sophistication that blends Scandinavian and Mediterranean DNA, with collections spanning everyday wardrobe pieces to occasionwear.

Both brands have loyal communities across the word, especially in the Nordics, Europe and USA. The next chapter is about scaling them internationally – across our own e-commerce, and a growing physical retail footprint. The role As E-commerce & Retail Director, you own the commercial engine of both brands, direct to the consumer, online and in store. You set the channel strategy, lead the teams behind it and are accountable for growth and profitability across e-commerce and retail. This is a hands-on leadership role in a group where decisions are made quickly. You will report to the CEO, be part of the group management team and work closely with brand, marketing, buying and planning, supply chain and finance. What you'll do E-commerce

• Own the P&L, targets and roadmap for softgoat.com and bymalina.com across all markets.
• Drive conversion, average order value, retention and customer lifetime value through a data-led approach to site experience, merchandising and CRM.
• Lead international expansion online: market prioritisation, localisation, cross-border logistics, payments and duties.
• Develop marketplace and digital partner channels where they strengthen the brands.
• Partner with tech and operations on the platform, fulfilment, returns and customer service.

Retail

• Build and execute the physical retail strategy for both brands: flagships, shop-in-shops, pop-ups and concessions.
• Lead site selection, business cases and openings in new cities and markets.
• Set the in-store experience, clienteling and service standards so they feel as premium as the product.
• Run store performance: sales, staffing, KPIs and profitability per door.

Omnichannel and leadership

• Connect online and offline into one customer journey, including click & collect, ship-from-store, returns in store and a shared view of the customer and inventory.
• Build, lead and develop the e-commerce and retail teams.
• Set and report KPIs to the CEO and board, and translate strategy into clear quarterly priorities.

Who you are

• 8+ years in e-commerce and/or retail, with at least 3 years leading a channel or team with full commercial responsibility.
• Proven track record of growing a fashion, lifestyle or premium consumer brand online and in physical retail, ideally across several international markets.
• Experience opening or scaling stores, and a strong grasp of omnichannel operations.
• Strongly analytical and comfortable owning a P&L, with a feel for product, brand and customer experience.
• A leader who builds teams, sets direction and still rolls up their sleeves.

What we offer

• A central role in shaping the next chapter of two much-loved Swedish brands.
• Real mandate and short decision paths in an entrepreneurial, founder-led culture.
• A board and leadership team with deep experience from international luxury and contemporary fashion.
• Our office in central Stockholm, a competitive package and, of course, a little cashmere.

How to apply Send your CV and a short note on why this role is for you to sofia.lind.andersson@mandaley.se. We review applications continuously, so don't wait to apply.