Swedencare Ab Publ (0ABG), the Sweden-headquartered premium pet healthcare group listed on NASDAQ First North Growth Market, has appointed Kristy Murphy as Interim Chief Executive Officer of its NaturVet business with immediate effect. Murphy, who currently serves as Chief Revenue Officer, succeeds Geoff Granger, who is leaving his position as NaturVet CEO immediately. The leadership change comes as Swedencare continues to execute a turnaround strategy for the NaturVet brand and its private label business, with a stated focus on accelerating organic growth and improving profitability across its North American operations.

Key Points

  • Swedencare Ab Publ Shs (0ABG), listed on NASDAQ First North Growth Market and trading on the OTCQX® Best Market
  • Kristy Murphy appointed Interim CEO of NaturVet with immediate effect, succeeding departing CEO Geoff Granger
  • Murphy joined Swedencare in February this year and brings more than 20 years of commercial leadership experience in pet care and consumer goods
  • Investors should watch for further updates on the NaturVet turnaround progress and any permanent CEO appointment

Kristy Murphy's Commercial Background and Role at NaturVet Since February

Murphy joined Swedencare in February this year and has since played a central role in planning and executing the turnaround of the NaturVet brand and its private label business. Prior to joining Swedencare, she held senior commercial positions at Made by Nacho, Simply Protein for Pets, and Solid Gold Pet, following nine years with Mars. The announcement states her experience spans commercial strategy, sales, pricing, go-to-market execution, and building high-performing teams across multiple retail channels and e-commerce. She will continue to lead the commercial team and strategy alongside her interim CEO responsibilities.

NaturVet Turnaround and Swedencare's North American Profitability Focus

The leadership change reflects Swedencare's ongoing effort to strengthen its North American business, with the NaturVet brand and associated private label operations identified as key priorities. Swedencare Group CEO Håkan Lagerberg cited progress already made under Murphy's commercial leadership, noting her ability to translate strategy into execution. The announcement states that Swedencare's focus remains on accelerating organic growth, improving profitability, and continuing to develop its North American operations, suggesting NaturVet remains a material part of the group's strategic agenda. No financial metrics relating to NaturVet's performance were disclosed in the announcement.

Geoff Granger's Exit and Swedencare's Broader Brand Portfolio

Geoff Granger departs with immediate effect, with Lagerberg acknowledging his contributions to both NaturVet and the wider Swedencare Group. No reasons for Granger's departure were provided in the announcement. Swedencare operates a broad portfolio of premium pet healthcare brands including NaturVet®, Innovet, Pet MD®, Rx Vitamins®, nutravet®, Rileys®, and ProDen PlaqueOff®, with products sold across approximately 70 countries through pet stores, veterinarians, online channels, and FDMC. The group is headquartered in Malmö and maintains subsidiaries in nine countries, underscoring the scale of its international distribution network.