Instabee founders swap roles

Alexis Priftis & Fredrik Hamilton

Instabee is making changes to the roles and responsibilities of the two co-founders, Alexis Priftis and Fredrik Hamilton. Priftis takes over as CEO while Hamilton steps into a position as permanent member of the Board. The change comes as a result of a personal decision from Hamilton.

Instabee, which was formed after the combination of the two Swedish-founded last mile delivery companies Instabox and Budbee in November 2022, offers Home and Box deliveries to millions of people across six countries. Fredrik Hamilton is the founder of Budbee and worked as its CEO while growing the business into a market leader in consumer-centric home deliveries. Since the combination with Instabox, Hamilton has held the role as CEO. Alexis Priftis, who founded Instabox and has held the position as Executive Chair of the Instabee Board, will step into the role as CEO. 

“Fredrik has done an amazing job over the past year, taking some tough decisions while at the same time rallying the forces around our goal to challenge the market with truly consumer-centric solutions. I fully understand his wish to take a step back from his operative role as CEO and am happy to take over the reins from him, continuing to build on what the team has created over the past year”, says Alexis Priftis, new CEO and co-founder of Instabee.

Since the combination last year, the company has focused on creating a joint organisation structure and working towards profitability.

“One year ago, we embarked on an exciting journey that presented many new and prominent challenges, but also a great deal of laughter and learning. It has been an absolute pleasure being a CEO and getting to work with so many talented people. But it also feels right to now hand over the keys to Alexis. I feel confident that he and the rest of the group will do a great job going forward. I look forward to contributing as an active owner and board member”, says Fredrik Hamilton, former CEO and co-founder of Instabee. 

Martin Randel, investor and co-founder of Vitamin Well AB, Nshift and Unifaun, shifts from a role as regular Board member of Instabee to take on the role as Chair. The change comes into immediate effect.