Since her departure from By Malene Birger at the start of the year, eyes across the industry have been firmly fixed on Ellen Dixdotter’s next moves. Much of the interest has centred on her renewed focus on Cappelen Dimyr – the covetable interiors house she co-founded – and what her sharpened creative direction there might signal for Scandinavian design more broadly. Now, her trajectory becomes even clearer: Dixdotter has been appointed Chair of the Board at Mandaley, the Nordic group behind beloved Swedish brands Malina and Soft Goat.
For those who have followed her career, the appointment feels both timely and telling. During her five-year tenure as CEO at the Danish label By Malene Birger, she successfully led the brand’s international expansion, while distilling its identity and elevating its perception. Under her watch, the label emerged with a more streamlined aesthetic, a more assured tone, and a renewed sense of purpose that translated seamlessly across markets.
Mandaley – founded in 2022 after acquiring Soft Goat and Malina – has quickly established itself as a leading home for contemporary Nordic fashion. Malina, with its easy sophistication – a mix of Scandinavian and Mediterranean DNA – and Soft Goat with its luxe knitwear, both sit comfortably within the contemporary-luxury space the group aims to define. With Dixdotter stepping in as Chair of the Board, it’s clear Mandaley is doubling down on creative integrity as much as business expansion.
Her appointment also arrives alongside the addition of Matthieu Brisset, former CEO of Loro Piana, to Mandaley’s Board of Directors. “Their combined expertise will be invaluable as we continue to shape Mandaley’s next chapter,” says Philip Abrahamsson, CEO of Mandaley. “They both share our long-term vision of building a group of contemporary luxury brands that stand for quality, creativity and long-term growth.”