About LS Retail

Magnus has over three decades of management expertise in software development, IT, and the pharmaceutical industries, most recently as CEO of Annata, Chairman of the Board at AGR Dynamics, and as industrial adviser on AI transformation.

Magnus returned to LS Retail as CEO in 2026. During his previous tenure as CEO of the company, from 2010 to 2021, he was instrumental in scaling the business globally.He has also sat on the boards of various companies such as Men & Mice, Artasan, and Advania in Sweden.

Bergthora joined LS Retail in 2016, bringing extensive experience in human resources and management. Before LS Retail, she served as Head of Human Resources at Novomatic Lottery Solutions and held various managerial roles at Siminn (Telecom) and Samskip (Transport and Logistics). She holds an M.Sc. in Human Resource Management from Stirling University, as well as a B.Sc. in International Marketing and a B.Sc. in Industrial Engineering from Reykjavik University.

Dadi joined LS Retail as a developer in 1998. He took on the role of Product Development Manager in 2001 and was appointed Director of Development in 2007. He has served as Chief Technology Officer since 2014. Dadi holds a Cand. Science degree in Industrial and Mechanical Engineering, a B.Sc. in Computer Science and studied for an M.Sc. in Financial Engineering at the University of Iceland.

Henrik is an international technology executive with more than 25 years of experience across software, cloud, SaaS, AI and business consulting. He has held senior leadership roles across Europe, Asia and North America. At Microsoft, Henrik led the Dynamics business across Central and Eastern Europe and Asia-Pacific. He later served as CEO of retail software company Fiftytwo and as CSO/CRO at sa.global, where he led commercial strategy and global go-to-market initiatives. He brings extensive experience in scaling technology businesses, building partner ecosystems and leading commercial transformations across markets. 

Hlynur joined LS Retail in January 2019. He has 25 years of experience in finance. Prior to joining LS Retail he directed the finance operations at Icelandair for 14 years. Before that, he was the finance director for Air Iceland (Flugfelag Islands) and held a managerial position at IKEA. Hlynur holds a B.S. degree in Business Administration from Rockford University.

Sjoerd has almost 30 years of international experience in retail, technology, and business transformation. As Chief Delivery Officer at LS Retail, he leads the global delivery organization, focusing on customer success, service excellence, operational performance, SaaS transformation, and scalable growth. His leadership philosophy centers on empowering teams, fostering collaboration, and building long-term customer partnerships that create measurable business value. Prior to LS Retail, Sjoerd held executive leadership roles at XBSG, K3 Global Accounts, K3 Business Technology Group, and Q-Park. His experience spans retail technology, service delivery, organizational change, and international operations.