Generational transition
2026-03-09
Peter Hallström founded Card Group in 1997 and has since developed it into a world-leading franchise company within its niche. As a founder and CEO of the company it is now time for Peter to leave his role as CEO and instead step into the role as the Chairman of the Board. Carolina Winterliv will take over as CEO. Carolina has been with the company for 25 years and will now be the new CEO of Card Group. She has held several roles as Marketing Assistant, Studio Director, International Sales Manager and for the past nine years as a Deputy CEO. Carolina is well established in the Franchise Industry as Board of Directors of the Swedish Franchise Association for the past nine years and of those the last three years as their Chairman. Carolina is also in the board of directors of the European Franchise Association and for the past two years as the Vice President.
Peter Hallström:
“It feels good to hand over to Carolina who knows the business by heart. I have full confidence in Carolina and the whole Card Group team. I will remain involved in Card Group as Chairman of the Board.”
Carolina Winterliv:
“It is a great honor to be given this trust. With my experience in the company and international franchise operations, I look forward to continuing to develop Card Group together with our excellent team at HK Sweden. We will preserve what defines us — high-quality products, strong structure and efficient systems, while growing as a team alongside our franchise partners worldwide. Together, we will continue to strengthen the Card Group family and remain world-leading in our field.”
This news was also featured in national and regional newspapers. You can read the full swedish article from Gefle Dagblad here.