Henrik Mattsson - Executive Biography
Henrik Mattsson is the CEO and Owner of Wayne’s Coffee, bringing over 20 years of expertise in the Food & Beverage and lifestyle retail sectors. Famed for blending fast operational scaling with sophisticated brand development, he is known for elevating local concepts onto the international stage.
As the driving force behind Wayne’s Coffee since acquiring it in 2024, Henrik is steering the company’s transformation into a modern, asset-light brand house. His strategic vision centers on leveraging Master Franchising, global procurement, and expansion into retail (FMCG) channels to ensure Wayne’s legacy as the leading purveyor of Swedish fika reaches a global audience.
Previously, Henrik played a central role in the rapid growth of Brödernas, shaping it into one of Sweden’s fastest-growing restaurant brands via rigorous franchise execution and structured scaling. At Arket Café, within H&M Group, he pioneered the international rollout of a premium ‘New Nordic’ café, successfully marrying the café and retail experiences through innovative shop-in-shop and lifestyle models that underpin his current strategies.
Henrik Mattsson - Executive Biography
CEO & Owner, Wayne’s Coffee
2024–Present
Growth Lead, Brödernas
2019–2024
International Lead, Arket Café
2017–2019
Advisor, Retail & F&B
2015–2017
Head of Operations, Nordic Café
2011–2015
Consultant, Growth Strategy
2000–2011
