Lars Lidman demonstrated over the past two decades strong sales leadership skills and an understanding of global markets in various positions he held at ABB, Ericsson, and most recently Flir Systems (Teledyneflir from 2021). For his new role, he will relocate from his current base in Hong Kong to Stockholm, Sweden. He describes his vision as follows: “I am very excited to join Coloreel to build and lead the sales team to unlock the full global sales potential of this new groundbreaking technology for embroidery.” Torbjörn Bäck, Coloreel CEO, comments: “We are thrilled to welcome Lars to Coloreel as our new VP Global Sales. His experience in establishing distributors, managing complex technical sales, and direct business development will undoubtedly strengthen our global expansion efforts.”