Freetrailer expands the organization with a strong sales profile in Germany

Lars Mellgaard

Freetrailer Group A/S is now massively increasing the level of activity in the German-speaking markets. A brand new and ambitious strategy is ready, and as part of the initiative, Lars Mellgaard has been hired as the new Sales Director for both Germany and the DACH region.

Freetrailer Group A/S has in a newly created position hired Lars Mellgaard as the new Sales Director for Freetrailer in both Germany and the DACH region. The recruitment is part of a brand new growth strategy, where the goal is to expand the existing customer portfolio in Germany and at the same time increase sales in new sectors.

Lars Mellgaard comes from a position as Sales and Marketing Manager in the company Avalon Steritech (in the EMEA region), including ISS’s global agreement.” Throughout his professional career, he has built up a solid experience in, among other things, scaling businesses and starting up in new markets.

"The core of our new strategy is to win strategically selected cities rather than focusing on the whole country. The potential to expand our business in Germany and thereby grow our existing partner portfolio has never been greater, and Lars will be an important part of this. He is very results-oriented and has extensive experience in expanding existing markets and developing new ones. His strengths are undoubtedly crucial to our success in a relatively new market."

Nicolai Frisch Erichsen, Interim CEO, sees the appointment of Lars Mellgaard as a natural next step to continue the positioning and ongoing success in the German market.

“Our country manager in Germany has shown impressive results since the start-up in 2020, which means that today, for example, we have 39 IKEA locations across the country with a total of 146 rental products. He has created a fantastic growth starting point for us, and with Lars on board in Germany, we can now accelerate our efforts and exploit the huge market potential of sharing economy products that we see in the country,” says Nicolai Frisch Erichsen.

Lars Mellgaard started in the position on April 1, 2023.

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