Lagkagehuset operates 109 stores in Denmark, as well as 26 and five sites in the UK and US under the Ole & Steen brand | Photo credit: Lagkagehuset

Danish premium bakery-café chain Lagkagehuset, which trades as Ole & Steen in the UK and US, has appointed former 7-Eleven Marketing Director Morten Vedel as its new Chief Marketing Officer. 
 

Vedel will be responsible for commercial, marketing and branding initiatives across 109 Lagkagehuset stores in Denmark, as well as 26 and five Ole & Steen sites in the UK and US respectively.

“Together with the whole team, I look forward to continuing to increase the focus on the proud Danish baking traditions, with a desire to serve our customers and guests with delicious quality baked goods, cakes and coffee, for the busy consumers in all our many stores , whether it is to-go or for domestic comfort,” Vedel wrote on LinkedIn. 

Vedel joins Lagkagehuset from German indoor vertical farming business Infarm, where he served as Commercial & Country Director for the Nordics. He also has 15 years’ experience working at convenience store chain 7-Eleven, including as Chief Marketing Officer, Purchasing Director and Chief Commercial Officer. 

Vedel succeeds Malin Gardeström as Chief Marketing Officer.  

His appointment is the third senior management hire at Lagkagehuset this year following CEO Joachim Knudsen and Chief Financial Officer Kennet Wienecke in January 2024.