Meet Fredrik Lindros – Norce's new CEO on his first month, B2B challenges, and the magic behind the scenes.
When Fredrik Lindros stepped into his new role as CEO of Norce, he knew he was entering a company with a strong position in the Nordic commerce space. But what he didn’t expect was just how deep the passion ran across the team — or how quickly he’d feel at home.
A fast start — and a strong first impression
“It’s been just over a month,” Fredrik begins, “and I’m now even more excited. This has been one of the most inspiring starts I’ve had in a role — not least because of the people.”
He emphasizes the depth of expertise across Norce. “What struck me immediately was how ‘nerdy’ and passionate everyone is. You’ve got colleagues who are real experts — deeply focused and always able to provide answers with logical depth and perspective”
That knowledge depth, according to Fredrik, is reflected in the platform itself.
Making complex commerce simple
“Let’s be honest: B2B isn’t easy. It’s not meant to be,” he says. “It’s layered with pricing structures, custom products, cross-company logic, and buying roles — all the things that don’t always exist in a B2C commerce.”
But that’s also where Norce shines.
“Norce Commerce is incredibly powerful. It handles what traditional ecommerce systems can’t — high volumes of assortments, layered pricing, promotions, checkout logic — all with scalability. And yet, the beauty is that you can build something that feels simple on top of that complexity.”
Fredrik points to a specific recent project – Mårdskog and Lindkvist as a favourite example: “The solution partner Dizparc demoed their foodservice solution. The backend was advanced, but the experience? Seamless and intuitive. That’s what we’re all about — turning complexity into simplicity.
Why B2B (and complex B2C) is Norce’s sweet spot
While Norce is built to support both B2B and advanced B2C, it’s clear Fredrik sees the biggest impact where complexity meets customer expectations.
“A B2B customer is often a person that has B2C commerce experience in their private life. With that comes the expectations of how easy B2C commerce is and how it ‘should be’ in B2B. Norce is built to handle advanced B2B businesses with custom assortments and price lists, or large-scale B2C with thousands of SKUs.” he explains. “The more dynamic the commerce model is, the better Norce fits, while other platforms struggle.”
Culture matters
While much of Fredrik’s praise is focused on the platform and market, he lights up most when talking about the Norce team.
“I was positively surprised — in the best way — by the vibe here. It’s collaborative, curious, and super passionate about digital commerce. People genuinely want to help each other, and our partners succeed.”
He describes the culture as “dedicated and focused,” adding: “There’s a shared mindset of 'let’s fix it.' No one says, ‘That’s not my job.’ Everyone’s all in, with the purpose of driving Norce forward.”
A history of transformation and success
Before joining Norce, Fredrik led a group of performance-based marketing companies. When the pandemic hit, they pivoted hard — selling off non-core businesses and focusing on a single AI-powered SaaS platform.
“The outcome was a success story on the stock market. We did extraordinary dividends of over 330 million SEK to shareholders, at a time when the group was valued at 250 million SEK in the mark, and at the same time sharpened the company’s focus. That kind of journey teaches you a lot about value creation — and how to turn crisis into opportunity.”
Long-term thinking over quarterly pressure
“In my previous role, that group was a publicly traded company listed on First North, so every quarter you had to report to the market — numbers, progress, everything,” Fredrik explains. “That constant pressure can sometimes force decisions that are too short-term.”
At Norce, he sees an opportunity to focus on sustainable, long-term value. “It’s refreshing to be able to make decisions that might not yield results this quarter but will truly move the company forward in the coming years. That mindset gives us the room to invest properly — in product, in people, in partnerships.”
From card tricks to boardroom strategy: A CEO’s unexpected edge
Fredrik has built a career around sharp analysis and business transformation, but his true strength lies in blending structure with creativity. His approach isn’t just about crunching numbers—it’s about using imaginative thinking to solve real business challenges in new ways.
“I’m a restless person,” he admits. “I like when creativity serves a purpose. It’s not about being artistic for the sake of it but using that energy to rethink problems and create better solutions.”
With years of experience across media, telecom, and management consulting, Fredrik has developed a deep curiosity, constantly learning from new industries and applying fresh perspectives. “That constant exposure trained my curiosity, and it still drives me today,” he says.
But Fredrik’s creativity isn’t confined to the corporate world. He was once a self-employed magician and part of the Swedish Magic Circle and performed for major companies like Handelsbanken and Pripps.
“It all started in high school, with a library book on card tricks,” he recalls. “Eventually, I was performing at corporate events in arenas like the Globe in Stockholm. It taught me a lot about human psychology and perception.”
That experience continues to shape how he leads today. “In magic, it’s all about directing attention and creating clarity. I use those same principles in presentations, focus-setting, and strategy work,” he explains.
Leading with impact
At his core, Fredrik is driven by results—not just for the company but for the people who make it what it is. “I love seeing our team deliver great outcomes for customers. Growth isn’t just about scale, it’s about capability. To achieve that, we need to invest in people. It is people that build the product, the service, and the experience”
He adds, “The product is great. But it is nothing without the people behind it—their passion, curiosity, and willingness to support one another. That’s what makes the difference.”
Summer recharge
This summer, Fredrik is heading to his wife’s newly inherited cabin along the Luleå River in northern Sweden. “It’s 1,000 kilometres from Stockholm and makes no logical sense to own,” he laughs. “But emotionally, it means everything. That’s where I and my family recharge.”
He’ll spend his days painting windows, running forest trails, and soaking in the calm of the north. “After that, I’ll be ready to get back to building something even greater.”
