Carolina Winterliv Steps Into CEO Role at Card Group International
Carolina Winterliv takes the helm as CEO of Card Group International. Discover how this generational leadership shift will impact the global franchise network.
Card Group International AB has appointed longtime executive Carolina Winterliv as its new Chief Executive Officer, marking a generational leadership transition at the Sweden‑based global greeting card and gift franchise network founded by her father.
Leadership Transition at a Global Franchise Network
Carolina Winterliv has officially assumed the role of Chief Executive Officer of Card Group International AB after more than two decades within the family‑founded franchise organization. The leadership change represents a generational transition at the Gävle‑based company, which operates one of the world’s largest greeting card, gift and party distribution franchise networks.
Winterliv announced the appointment publicly, describing the milestone as the culmination of a 25‑year journey inside the business founded by her father, Peter Hallström. Card Group was established in Sweden in 1997 and has expanded internationally through a franchise model that now spans more than 40 countries through master franchisees and local operators.
The company’s headquarters in Gävle, Sweden supports the international network through product design, logistics, training and franchise development.
From Deputy CEO to Chief Executive
Before assuming the top role, Winterliv served as Deputy CEO and had been closely involved in the strategic development of the franchise system for more than two decades. She has worked within the franchising sector since 2002 and has been active in several industry organizations, including serving as Chair of the Swedish Franchise Association and holding leadership roles within the European Franchise Federation.
Her career inside Card Group has included responsibilities across franchise operations, international development and system support for the company’s master franchise partners.
In a statement accompanying the announcement, Winterliv emphasized the collective nature of the company’s growth, pointing to the role played by headquarters staff, franchisees in Sweden and master franchise partners around the world.
A Family Business with Global Reach
Card Group International was founded by Peter Hallström, an experienced franchising professional who launched the company with franchising as its core expansion strategy. Since its founding in 1997, the brand has built a retail distribution model focused on greeting cards, gift packaging, party products and related accessories sold through a network of retail outlets and retail partners.
The company’s franchise model has enabled entrepreneurs to operate distribution territories while leveraging a centralized product development and supply chain system. According to company information, the network now operates in more than 40 countries and supplies thousands of product designs across greeting cards, gift packaging and related retail categories.
Strategic Continuity
The appointment of Winterliv signals continuity in the strategic direction of the franchise system. Having grown up in the business and worked within it for a quarter of a century, she brings deep operational knowledge of the brand’s franchise structure, international partners and retail distribution model.
Leadership succession within founder‑led franchise systems often represents a critical moment for brand stability, particularly when international master franchise relationships are involved. Card Group’s transition appears designed to maintain the company’s family ownership roots while continuing its international franchise expansion.
Sources
Card Group International corporate website
LinkedIn announcement by Carolina Winterliv
Business Worldwide Magazine coverage of Carolina Winterliv’s franchise leadership awards
Franchise Europe company profile for Card Group International