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Freddy Sobin has been the Group CEO of XXL since May 2023. Sobin came from the position as the CEO of KICKS Group, a position he has held since 2018. KICKS is a leading Nordic retailer within beauty products with 230 stores in Sweden, Norway and Finland and strong online presence and growth. Sobin also knows the sports and outdoor industry well from his almost five-year long tenure as a Chairman of the Board of Outnorth. He holds a Master of Business and Administration from Stockholm School of Economics (Handelshögskolan in Stockholm). Before joining KICKS he served as CEO of Consortio Fashion Group, with Bubbleroom as the most known brand, for nearly seven years. In addition to these merits, Sobin is also an experienced Board Member. He is currently serving on the Board of Svensk Handel, Svenskt Näringsliv and successful retail companies like Salling Group in Denmark and Bubbleroom in Sweden. Freddy Sobin is 41 years old, Swedish citizen and resides in Sweden.