Lars Lidman Joins Coloreel as VP Global Sales

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Coloreel is pleased to announce the appointment of Lars Lidman as the company's new Vice President of Global Sales. With a strong background in international sales of technical products, Lars will play a vital role in further driving Coloreel's global expansion efforts.

Lars Lidman brings with him a wealth of experience from previously held roles at renowned organizations such as ABB, Ericsson and most recently Teledyneflir (previously Flir Systems). Over the past two decades, he has demonstrated exceptional sales leadership and a keen understanding of global markets.

Lars Lidman, Coloreel VP Global Sales, comments:

“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.”

Lars Lidman has assumed the role from his current base in Hong Kong and will relocate to Stockholm, Sweden.

For more information, please contact:

Lars Lidman, VP of Sales
+852-9188 3294

Torbjörn Bäck, CEO, Coloreel
+46 (0)761-10 91 77


About Coloreel

Coloreel is a Swedish textile innovation brand with a ground-breaking technology for embroidery that enables high-quality dyeing of textile thread on demand, unlocking a world of potential.

The technology is used to both preserve the craftsmanship of embroidery and take embroidery to the next level. The unique solution makes previously complicated designs accessible, including gradients, textures and other stunning effects. Using only a single thread and needle means that it also significantly improves quality and efficiency, enabling immediate start up and faster delivery. In short, Coloreel empowers creativity and enhances quality and efficiency, making the ordinary extraordinary. In the future, the technology can be used for sewing, knitting, weaving and more.

Coloreel is part of the movement to reduce waste and move the textile industry towards more sustainable production. By dyeing the thread directly, there is no wastewater, hence no water pollution. And, using a single reel of thread and needle also means minimized thread waste and minimized microfiber pollution. 

For more information about Coloreel and Coloreel Software, visit:






I am very happy to welcome Elin Wengström to Coloreel. She will be important in our work to build the Coloreel brand, and she will play a crucial role in our international expansion. With her combined experience and competence, I am convinced that she can lead our marketing successfully.
Torbjörn Bäck, CEO Coloreel
I am thrilled to be able to build a brand around a world-unique and patented product, which can truly revolutionize an entire industry in a sustainable way. Building a strong brand is always a team effort, and I look forward to developing Coloreel together with my colleagues. We will focus on increasing awareness of our pioneering technology to create a solid foundation for global growth
Elin Wengström, VP Marketing Coloreel