The New World Trading Company, the operator behind The Botanist and The Florist, has appointed Jesper Friis as its new chief executive.

Friis is joining the group from his role as CEO of Danish bakery group Ole & Steen, where he led an international expansion from 35 to over 100 sites.

Other previous roles include three years as managing director of Danish confectionary manufacturer Toms followed by another three-year stint running Carlsberg Group’s Western Europe division.

Friis will replace Chris Hill, who held the role for seven years, and will continue to be involved in a consultant position.

“I am very grateful for this opportunity,” said Friis. “New World Trading Company has great brands, built on strong principles and values.”

“This is patently an extremely challenging time for the industry but I am looking forward to continuing the impressive work that has been done by my predecessor Chris Hill and his team.”

Justin Ash, NWTC chairman, added: “Jesper brings an impressive track record of scaling up successful businesses and of making them expand profitably at pace, with a powerful focus on customer satisfaction.”


“His proven leadership lands at a critical time for the business and I, and the Board, look forward to working with him as he takes NWTC forward.”