Amazons Sverigechef 

 

 

**Hon har ägnat hela sitt yrkesliv åt e-handel. Nu är hon Sverigechef för världens största. Vi har träffat Gulfem Toygar på Amazon.**  

 

*Text: Elin Liljero Eriksson Foto: Rickard L Eriksson*  

 

Jag har följt det här företaget på avstånd i många år, ja, nästan hela min yrkeskarriär, säger Gulfem Toygar medan hon rör sig vant genom Amazon Sveriges huvudkontor.  

 

Det är tidig förmiddag och energin på de två våningarna, ett stenkast från Sergels torg, går att ta på. Några småpratar vid kaffeautomaten, i ett konferensrum pågår en workshop och i kontorslandskapet råder fullt fokus.  

 

– Men det kan ju ställa till det, fortsätter Gulfem och fyller på koppen med kaffe. Risken är att drömbilden av ett företag faller när man väl kommer in i det. Men i mitt fall var det tvärtom.  

 

– Det jag älskar med Amazon är vår kundbesatthet. Allt vi gör utgår från kundens perspektiv. Om vi är tre personer i ett möte ställer vi fram en fjärde stol som representerar kunden. När diskussionen hettar till tittar vi på stolen och frågar: ”Vad skulle du behöva?” Det gör besluts- fattandet enkelt.  

 

Så vad är det kunden vill ha? I Amazons fall är svaret enkelt: allt.  

 

– Du kan köpa allt från solglasögon och kläder till kaffe och toalettpapper och lägga allt i sam- ma varukorg. Vi har hundratals miljoner produkter på vår sajt. Jag tror att detta är den förändring vi bidragit med i Sverige, där e-handelsbutikerna är mer nischade.  

 

**Amazon är ett av världens största företag, hur är det att lansera i ett så litet land som Sverige?**  

 

– Vi har en filosofi inom Amazon: att alltid agera som om det är vår första dag. Även i ett litet land kommer vi med öppenhet, vilja att lära och anpassa oss efter kundernas behov. För detta krävs det agilitet. Hon vet vad hon talar om. Redan i slutet av nittiotalet startade Gulfem Toygar sin första e-handel i Turkiet, där hon växte upp.  

 

– Jag är entreprenör uti fingerspetsen, och som entreprenör har du antingen en egen idé eller så tar du något som redan finns och gör din egen version av det. Min första e-handelsverk- samhet var en mindre kopia av Amazon.  

 

E-handeln var i sin linda, men Gulfem förstod redan då att det var början på något stort.  

 

– Det fina med e-handel är just bekvämligheten. Du kan hitta det du vill ha, se priserna och jämföra produkterna, och dessutom läsa genuina recensioner från andra kunder. Enligt mig är det det mest effektiva sättet att handla på.  

 

Efter nio år sålde Gulfem bolaget och gick vidare till Tysklands största detaljhandelsföretag, där hon startade tre dotterbolag. Den internationella e-handelsplattformen eBay fick &#x20;

 

&#x20;**"Kapitalanskaffning är det största hindret för kvinnliga entreprenörer, följt av att förstå regelverket och att nå ut. Dessa tre områden vill vi på Amazon hjälpa till med."** 

 

snart upp ögonen för henne och gjorde henne till landschef för eBay i Turkiet, därefter vd för eBay Tyskland och senare för eBay i Schweiz.  

 

**Vad kännetecknar en bra entreprenör?**  

 

– Först och främst nyfikenhet. För att lyckas måste du vilja lära dig, utvecklas och uppskatta resan. Sedan måste du våga misslyckas, testa idéer och, om något inte fungerar, avsluta i tid, resa dig och gå vidare. Det är en viktig del av ledarskapet, säger hon och berättar att en av hennes absolut bästa egenskaper är att inte bli förälskad i sina egna idéer.  

 

**Kvinnligt entreprenörskap är något som engagerar Gulfem Toygar personligen.**  

 

– Dels för att jag har en dotter, dels för att jag själv har erfarenhet från att ha startat och drivit företag.  

 

Nyligen publicerade Amazon Sverige en rapport som visade att Europa skulle kunna frigöra 250 miljarder euro i ekonomisk tillväxt genom att stödja fler kvinnliga entreprenörer.  

 

– Potentialen är alltså enorm. Men vi ser att kapitalanskaffningen är det största hindret för kvinnliga entreprenörer. Därefter att förstå regelverket och att nå ut med sitt företag. Dessa tre områden är något vi på Amazon verkligen vill hjälpa till med.  

 

Bland annat erbjuder Amazon ett accelerator- program för kvinnor.  

 

– Vi hjälper många kvinnliga entreprenörer att bli mer synliga och att accelerera sin onlineförsäljning, men också att enklare få tillgång till regelverk och stöd. Om du vill expandera ditt bolag från Norden till andra länder blir regler och lagstiftning avgörande.  

 

**Med rapporten i ryggen** understryker Gulfem också Feminvests betydelse och varför Amazon Sverige gärna stöttar dem.  

 

– Det är så viktigt att ha personer att spegla sig i, att delta i event, dela erfarenheter, bli inspirerad och inspirera andra. Men framför allt att knyta kontakter som kan vara med på resan.  

 

**Som erfaren ledare har du säkert mött svåra situationer. Hur tar du dig an dem?**  

 

– Det gäller att aldrig fastna i en offermentalitet. Om något inte fungerar lämnar man det och går vidare till nästa idé, nästa försök. Jag har också investerat mycket i mig själv. Under nästan tre år gick jag igenom en livscoachningsresa för att stärka min självmedvetenhet. Det lärde mig att förstå mina egna signaler, sakta ner och behålla den positiva energin något

som har gjort mig till både en bättre ledare och människa. 

 

Hon dricker upp det sista ur kaffekoppen och konstaterar att den där inre resan kanske varit

det viktigaste hon gjort. Den har fått henne att ännu tydligare förstå värdet av att gå genom livet

tillsammans med andra. 

 

– Jag tror att Amazon, precis som Feminvest, behöver fortsätta stötta kvinnor som vill förverkliga en idé och skapa miljöer där vi kan mötas, utbyta tankar och inspireras. Finns det på plats kommer resten: positivitet, kunskap och kämpaglöd  och framför allt drömmar som kan bli verklighet.

![alt text](https://feminvest-storage.ams3.digitaloceanspaces.com/feminvest-storage/49e06348-48d7-4c1a-9482-7986133982d1-hogupplost_S8A2270.webp)

article

”Jag vill stärka kvinnors entreprenörskap”

Corporate giants like P\&G, Unilever, and L'Oréal make billion-dollar acquisition decisions using calculated evaluation frameworks. Behind every strategic purchase lies a systematic approach that savvy investors can decode. When examining female-founded businesses that achieve premium exits, certain patterns emerge that reveal exactly what acquirers prioritize when writing those transformative checks. Understanding these metrics transforms how family offices evaluate early-stage opportunities, particularly in the Nordic region where [Feminvest has identified over 600 female-owned companies](https://www.feminvest.se/en/article/feminvest-ventures-gor-sina-tva-forsta-investeringar-digiclean-ett-b2b-saas-green-techbolag-och-daar-ett-lonsamt-konsumentvarumarke.) applying to investment funds.

According to [insights shared by Monique Rodriguez on building for acquisition](https://shinemycrown.com/build-like-youre-for-sale-monique-rodriguez-shares-strategy-behind-mielle-organics-historic-pg-acquisition), strategic builders understand what acquirers value from day one.

## Market Position and Defensibility

Acquirers purchase market positions. The most attractive targets demonstrate clear competitive moats through brand loyalty, proprietary distribution channels, or technological barriers. Companies that've built authentic community engagement, particularly in underserved demographics, often command premium valuations because they represent future market expansion opportunities.

Nordic markets offer unique advantages here. Female-founded businesses in sectors like sustainable technology and consumer goods benefit from regional sustainability mandates and progressive consumer behaviors that larger corporations struggle to access organically.

## Financial Performance Indicators

### Revenue Quality Over Quantity

Recurring revenue streams consistently outweigh high-growth but volatile sales patterns. Acquirers examine customer acquisition costs, lifetime value ratios, and retention metrics more intensively than top-line growth rates. Businesses demonstrating predictable cash flows with improving unit economics signal operational maturity that reduces integration risks.

### Margin Structure Analysis

Gross margins reveal operational efficiency, while contribution margins indicate scalability potential. Companies maintaining healthy margins while scaling typically possess pricing power, a critical factor when acquirers evaluate post-acquisition profitability scenarios.

## Operational Scalability Metrics

Strategic buyers evaluate whether acquired operations can integrate smoothly into existing corporate infrastructure. This includes supply chain compatibility, technology platform alignment, and management team retention potential.

Companies with documented processes, professional governance structures, and experienced leadership teams reduce execution risk during integration phases. [Feminvest's analytical approach](https://www.feminvest.se/en/courses/how-to-analyze-financial-reports-and-financial-metrics/) to financial metrics becomes particularly relevant when assessing these operational indicators.

## Brand and Intellectual Property Value

### Consumer Trust and Loyalty

Brands with measurable consumer loyalty command acquisition premiums because they're difficult to replicate. This includes social media engagement rates, repeat purchase behaviors, and brand recognition metrics within target demographics.

### Innovation Pipeline

Acquirers evaluate whether target companies possess sustainable innovation capabilities. This involves examining R\&D spending patterns, product development timelines, and intellectual property portfolios that could enhance the acquirer's competitive position.

## Market Timing and Strategic Fit

Acquisition premiums often reflect timing more than absolute company performance. Understanding industry consolidation cycles, regulatory environments, and competitive pressures helps investors identify when companies become acquisition targets.

Female-owned businesses frequently excel in emerging market segments that larger corporations want to enter but lack authentic credibility to access independently. This dynamic creates acquisition opportunities where strategic value exceeds traditional financial metrics.

Ready to explore investment opportunities in the Nordic market? Learn more about [Feminvest's investment approach](https://www.feminvest.se/en/ventures) and how we identify female-founded businesses positioned for strategic exits.

##

blog

Strategic Exit Metrics: What Acquirers Really Value

When acquirers evaluate target companies, they increasingly look beyond traditional metrics to assess authentic brand equity and community strength. The premium paid for companies with genuine customer loyalty often exceeds what financial models alone would justify. For angel investors and private equity firms, understanding how authentic brand building translates into acquisition value has become essential. This shift reflects a broader recognition that sustainable competitive advantages lie in intangible assets: the stories brands tell, the communities they build, and the authentic connections they foster with customers.

## The Economics of Authentic Brand Equity

Brand building creates measurable value that sophisticated acquirers recognize and pay for. As detailed in [this comprehensive analysis of the beverage Poppi's startup-to-billion valuation journeys](https://www.it-boltwise.de/poppi-vom-startup-zum-milliardenunternehmen.html), companies with strong brand narratives and engaged communities typically command acquisition multiples that financial metrics alone cannot explain.

The premium reflects several factors acquirers value: reduced customer acquisition costs, higher lifetime value, and defensible market position. When customers choose a brand for reasons beyond price or functionality, they create economic moats that large corporations struggle to replicate organically.

## Community as Competitive Advantage

The most acquisition-worthy brands cultivate movements around their products and services. [Research on billion-dollar company trajectories](https://www.it-boltwise.de/poppi-vom-startup-zum-milliardenunternehmen.html) shows this approach creates advantages that traditional competitors find difficult to counter.

Authentic communities generate organic growth through word-of-mouth marketing, reducing dependence on paid acquisition channels. They also provide valuable market intelligence, with engaged customers often suggesting product improvements or identifying new market opportunities.

For investors evaluating potential targets, community strength indicates long-term viability better than quarterly performance metrics. Companies with genuinely engaged customer bases typically weather market downturns better and emerge stronger.

## What Acquirers Actually Value

Large corporations acquiring smaller brands often pay premiums for assets they cannot build internally. Authentic brand narratives and genuine community engagement fall into this category.

Established companies excel at operational efficiency and distribution, but they struggle to create the authentic connections that drive customer loyalty. This creates opportunities for smaller companies that prioritize genuine brand building over traditional marketing metrics.

The valuation impact appears most pronounced in consumer-facing businesses where brand differentiation matters. However, the principle applies across sectors: B2B companies with strong brand narratives and engaged user communities also command premium valuations.

## The Investment Opportunity

For angel investors and private equity firms, companies with strong brand narratives and engaged communities represent compelling opportunities. These assets provide defensive characteristics during economic downturns and acceleration potential during growth phases.

The key lies in identifying authentic brand building before it becomes obvious to larger market participants. Companies that prioritize genuine customer relationships over vanity metrics often deliver superior risk-adjusted returns for early investors.

Understanding brand equity valuation also helps investors identify exit opportunities. When authentic brand builders reach scale, they become attractive targets for larger corporations seeking to acquire capabilities they cannot develop internally.

Explore investment opportunities that combine strong fundamentals with exceptional brand-building capabilities at [Feminvest Ventures](https://www.feminvest.se/en/ventures).
![alt text](https://feminvest-storage.ams3.digitaloceanspaces.com/feminvest-storage/35f46038-0eb4-4943-99cf-c93d66a4647e-Facetune_04032026091744.webp)


Building Brands That Command Acquisition Premiums

###

That Charlotte Stigen Låstberg would become an entrepreneur was never the obvious path and certainly not within chemical engineering. She grew up with the industry present around the kitchen table through her father’s work in the family business focused on surface treatment. But joining the company herself was never part of the original plan.

[Grab your Feminvest magazine.](https://r0n1xa-uq.myshopify.com/products/feminvest-magazine-no4)

“I’m a social psychologist by background and genuinely interested in relationships and human behavior. It was never really my intention to get involved in the family business,” she says.

Still, it was impossible to ignore the entrepreneurial spirit that shaped her upbringing. She saw firsthand the passion that drove her father.

“I have never heard him complain about a single workday. It was always about making things happen and building a growing, healthy company. That mindset rubbed off on me.”

The family business works on components few people ever notice, yet many industries depend on; wheel bolts for Volvo, turbine discs for Siemens, and parts for Assa Abloy.

Everything changed in 2010 when an opportunity arose to acquire assets from a bankrupt company. Charlotte had been out of university for only two years when she was asked to take responsibility for HR and finance.

“When I got to sit on the board and contribute from a business perspective, I suddenly realized how exciting it was, especially building trust and relationships with customers.”

Five years later, she became CEO of a subsidiary within the group, focused on formulating, producing, and selling chemical technology products. During frequent customer visits, the first seed of what would later become Digiclean Solutions was planted.

“I saw how many customers were guessing and often overdosing chemical products. It became clear that a volume-based business model benefits neither the customer nor the planet. The real value lies in using the product correctly.”

That insight led to a bigger idea: turning the product into a service model and helping customers use chemistry smarter, more efficiently, and more sustainably.

> “Digiclean is fundamentally built on customer value. I realized the greatest difference I could make was not selling more chemicals, but helping industry use less.”

### Building Digiclean Solutions

In May 2024, Charlotte founded Digiclean Solutions, an AI-driven deeptech company transforming how industry manages process chemicals and reduces waste.

> “It is a SaaS platform that monitors process liquids in real time. Using sensors and AI algorithms, the system automatically controls dosing, ensuring chemicals are used correctly while improving industrial efficiency.”

Digiclean is not only creating a new operating model for industrial productivity. It is establishing a new framework for how industry can combine efficiency with sustainability.

**Its software can:**

* cut carbon emissions by up to 50%
* reduce chemical consumption by up to 60%
* lower water consumption by up to 97% 

 

The results have attracted major customers including Volvo, SKF, companies in the defense sector, and Parker Hannifin. 

 

### Facing the Capital Gap

But when Charlotte entered the venture capital world, she encountered another reality.

“I was devastated by how unevenly capital is distributed. Women own an incredibly small share. Since then, it has become a strong motivation for me to help change those numbers.”

Today, Digiclean Solutions is majority owned by women. Among its investors is Feminvest Ventures, which backed the company early.

“Having Feminvest as a partner has been fantastic. They bring not only capital, but tremendous commitment and network value. They support us throughout the growth journey.” 

 

### Building a Company and a Family Life

Outside work, Charlotte is also raising four children, alongside a husband with an equally demanding career.

“I’ve spent a lot of time on self-leadership, planning, and creating structure at home. Making everyday life work is a balancing act between the company and family. It’s about prioritizing and accepting that everything cannot be perfect.”

For her, structure creates freedom and with the right systems in place, high ambition and active family life can coexist. 

 

### Driven by Something Bigger

When Charlotte looks ahead, it is not growth alone that motivates her.

“If we can help industry truly transition, then we are impacting more than a single business. We are contributing to something bigger. That is what drives me.”

Article by [Elin Liljero Eriksson](https://www.linkedin.com/in/elin-liljero-eriksson-a6112629/) 

 

Join the [Feminvest](https://www.linkedin.com/company/feminvestsweden/) community here: [https://lnkd.in/dccMV5Fb](https://lnkd.in/dccMV5Fb)

You can buy the Feminvest Magazine here: [https://lnkd.in/dDnZ5C\_u](https://lnkd.in/dDnZ5C_u)

Apply to the fund: [https://lnkd.in/dbRPWpny](https://lnkd.in/dbRPWpny)&#x20;

From Social Psychologist to Deeptech Founder: How Charlotte Stigen Låstberg Is Transforming Industry

Feminvest can offer Executive members tickets to Arctic15 where Michaela Berglund is a keynote speaker. 

 

Read more here: [https://arctic15.com/arctic15-startup-conference-2026/arctic15-turns-15-years](https://arctic15.com/arctic15-startup-conference-2026/arctic15-turns-15-years) 

 

Email [sara@feminvest.se](mailto:sara@feminvest.se) to claim your ticket.

 

ARCTIC15 is a startup business event which gathers 1500-2000 attendees every year. This year which is ARCTIC15’s 15th Year Anniversary, we aim for 400+ investors, 600+ startups, 150+ corporates, 2500 attendees and again – the name of the game will be “Deal Room”. This is a unique matchmaking solution that makes it easy & efficient for you to meet as many relevant investors or potential clients as you can.   &#x20;

**Amazon has been very kind to host a community event at their amazing venue in Almedalen, bringing together the Swedish ecosystem of startups, scaleups, and growth companies, as well as all parties supporting this initiative.**

**​Agenda**

**​12:30 Registration and top-notch networking**

**​12:45 Grab your lunch**

**​12:50 Welcome remarks, Amazon**

**​13.00 Investor / Venture speed panel**

**​13:10 Startups, scaleups, and growth speed panel**

**​13:20 Sweden Celebration ceremony with the Swedish tech ecosystem**

**​13:25 More networking, mingle, and legendary contacts**

**​14:00 End of event**

**​Supported by the Swedish tech community**

Välkommen till två dagar fulla av tennis, nätverkande och affärer.

9999 kr