Instabee appoints new VP Merchant Development

Johan Theorell, VP Merchant Development

Johan Theorell has been recruited as the new VP Merchant Development focusing on developing cooperation with merchants and partners, as well as growing the business and innovating together.

Johan joins most recently from the role of Director Growth Strategy & Business Development at Northvolt, and several other leading commercial positions.

"It feels great to have Johan on board. He strengthens our team and will help us and our merchants driving sustainable growth. His experience of building strong teams and scalable commercial solutions in fast-growing companies is an important asset for Instabee's growth journey,’ says Joakim Slettengren, Chief Growth Officer at Instabee Group."

Instabee has become a key partner for its more than 1,200 merchants and a natural choice among end consumers, with over 10 million active users in six countries. E-commerce is growing steadily, and Instabee's consumer brands, Instabox, Budbee and Porterbuddy, are popular choices with high delivery experiences and a focus on the environment.

"I'm really looking forward to continue building growth with Instabee's amazing merchants and partners. It will be great fun to work with such an innovative Swedish company and skilled leaders. Instabee has a leading tech position that I'm sure will be of great benefit to more markets and merchants, says Johan Theorell, VP Merchant Development at Instabee Group."

Johan is starting his new role in August 2025.