Lars Lidman Joins Coloreel as VP Global Sales

Coloreel is pleased to announce the appointment of Lars Lidman as the company's new Vice President of Global Sales. With a strong background in international sales of technical products, Lars will play a vital role in further driving Coloreel's global expansion efforts.

Lars Lidman brings with him a wealth of experience from previously held roles at renowned organizations such as ABB, Ericsson and most recently Flir Systems (Teledyneflir from 2021). Over the past two decades, he has demonstrated exceptional sales leadership and a keen understanding of global markets.

Lars Lidman, Coloreel VP Global Sales, comments:

“I am very excited to join Coloreel to build and lead the sales team to unlock the full global sales potential of this new groundbreaking technology for embroidery.”

Torbjörn Bäck, Coloreel CEO, comments:

"We are thrilled to welcome Lars to Coloreel as our new VP Global Sales. His experience in establishing distributors, managing complex technical sales, and direct business development will undoubtedly strengthen our global expansion efforts.”

Lars Lidman has assumed the role from his current base in Hong Kong and will relocate to Stockholm, Sweden.

For more information, please contact:

 Lars Lidman, VP of Sales, Coloreel
+852-9188 3294

Torbjörn Bäck, CEO, Coloreel
+46 (0)761-10 91 77


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