A strong management leading by example
SÆTHER is a mature company with a proven track record of building brands - and doing it right. Always curious, passionate and young at heart, operating at a pace and with a strong focus on doing even better tomorrow than today. At SÆTHER, we think in decades – not quarters – and we are well prepared for the future.
Palle Pedersen
Born 1967, Danish nationality
Palle joined SÆTHER in 2019 and worked side by side with our founder Ellinor Sæther up until her passing in 2023. Palle has brought along decades of extensive experience from management positions with major players in the industry such as Estée Lauder, Revlon, L'Oréal and Elizabeth Arden. He also brought along a never-ending energy and an impressive drive to win and always staying on top.
Daniel Dornhoff Cordsen
Born 1982, Danish nationality
Daniel has been with SÆTHER for a total of 14 years (2023) and heads our Finance Department as CFO. Daniel's CV also includes positions as CFO at Otis, Senior Group Controller at Nilfisk and Auditor at Deloitte. Daniel values accuracy and precision - and at the same time his ability to convey complex information is second to none.
Four divisions, with leaders dedicated to their particular domain
We show continuity in our organization with an experienced workforce and an exceptional management team, and we pay close attention to always staying relevant. We are reliable, and we cherish long-term relationships with a strong focus on each brand's strategy and DNA - continuously taking pride in building success stories for both brand owners and retailers.
Palle Pedersen
Born 1967 - Danish nationality
Hege Lampe
Born 1970 - Norwegian nationality
Birger von Holdt
Born 1971 - Danish nationality
Operating in four Nordic countries, we secure reach, impact and local knowledge
With offices in Copenhagen, Stockholm, Oslo, and Helsinki, we have established strong local roots in the Nordics while maintaining a global mindset. The Nordics is a diverse market and our teams' local knowledge of the needs and preferences of the Nordic consumers is paramount to succeed. We tailor our strategies and approach in each Nordic market, allowing us to support and promote each brand in the best way possible - and to continue to provide the Nordic consumers and retailers with some of the most desired beauty brands in the world.
Parisa Shave
Born 1979 - Danish nationality
Anna Lundell
Born 1975 - Swedish nationality
Hege Lampe
Born 1970 - Norwegian nationality
Tia Salmio
Born 1978 - Finnish nationality