Following a successful restructuring, the Danish children's furniture brand FLEXA is now strengthening the company with the appointment of a new CEO. The choice has fallen on Casper Freddie, former Head of International Sales at FDB Møbler, who brings strong commercial experience to further enhance FLEXA's position as an international children's furniture brand.
Casper Freddie will assume the role of CEO on September 16, 2025, taking over from Carsten Dan Madsen, who has served as interim CEO since the restructuring. Carsten will continue as a member of FLEXA's board of directors.
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Extensive experience from the furniture and lifestyle industry
Casper Freddie is an experienced leader with many years of international background in the design and lifestyle industry across Europe, Asia, and the USA. With a track record at leading Danish brands – including as Chief Commercial Officer at Georg Jensen, Vice President Global Sales at Rosendahl Design Group, and most recently Head of International Sales at FDB Møbler – Casper brings solid industry knowledge to FLEXA. His strong commercial profile and deep understanding of European and Asian markets align perfectly with the company's international activities and ambitions.
Earlier in his career, he lived in China as part of the Danish Ministry of Foreign Affairs' representation in Shanghai, advising Danish consumer and design brands on go-to-market strategies, commercial development, and e-commerce in China.
"We are very pleased to welcome Casper as the new CEO of FLEXA. With his extensive commercial experience and profound insights into international markets, he is the ideal match for FLEXA. I look forward to working with him," says Carsten Dan Madsen, outgoing interim CEO, who will continue to serve on FLEXA's board.
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A company with a strengthened foundation
Since its bankruptcy and subsequent restructuring, FLEXA has undergone a significant transformation. With a stronger foundation, the company is now ready to further develop its brand position across markets.
The Danish brand has, since 1972, been known for its iconic wooden bunk beds and highquality children's furniture – products that have made FLEXA a recognized name in children's rooms worldwide.
"I am excited to join FLEXA and further develop the company's strong brand. FLEXA has a design heritage worth preserving, while also holding great international potential – not least in Asia. I look forward to building on this unique combination of history and future together with the team," says Casper Freddie, new CEO at FLEXA.
Source: FLEXA
