About us

Win the Store is run by a network of people and companies with specialist knowledge in grocery trade, retail, convenience and wholesalers. Together, we have countless years of experience in sales and negotiation, which has given us a wealth of important knowledge and valuable insights.

We would like to pass these on to you as a producer or supplier.

We have held central positions with a number of large suppliers and worked together with many of the largest grocery and convenience chains such as ICA, Coop and Axfood, but also within the wholesale and catering industry. 

Let us support you and guide you right in the jungle of rules and unwritten regulations. And not least, get the opportunity to access our wide network of contacts within FMCG.


Business Director

Thomas Modin


Sanna Carlbäck


Camil Ostoya


I am passionate about sales and driven by the desire to always create new opportunities to take the business to greater heights.

I have worked within sales all my life, with the exception of the years when I studied for my Degree of Master of Science in Business Administration and Economics at Stockholm University.

I have many years of experience in advanced sales within the grocery and retail industry from companies such as Nokia, Coca-Cola, Expressen, Santa Maria and Dafgårds.
The world of FMCG is really a complex industry even for those of us who have worked in it for a long time, and how difficult is it for those who are new to the market?

That’s why Win the Store was started, to help companies, domestic or foreign, to take advantage of our many years of experience and get help to enter our exciting world of FMCG in Sweden and the Nordics.

Sanna Carlbäck
Founder, Win the Store

Get in touch!

Would you like to know more about our offer, become part of our network or maybe just have a coffee?

Feel free to send an e-mail or call us!