Coloreel, the Swedish textile technology innovation company, has further strengthened its team with the appointment of Benny Jonsson as vice president of supply chain.

Benny, who will be responsible for the entire supply chain, joined Coloreel from AAB, a pioneer of industrial digitalisation, where he worked as production manager. His background is in production and sourcing and he has extensive international experience. He commented: “It feels amazing! Coloreel is an extremely exciting company with huge potential and it’s extra fun to be apart of building the company at such an early stage.” 

Mattias Nordin, CEO at Coloreel, said: “It feels great that Benny has finally started working with us and I know he will contribute from day one to the positive development of the company with his broad experience and expertise.”

The Coloreel technology enables high-quality instant coloring of textile thread while it is in the textile production. The first product to be launched based on this technology is a thread coloring unit that works with any existing industrial embroidery machine. By instantly coloring a white base thread during the embroidery production, Coloreel enables complete freedom to create unique embroideries without any limitations in the use of colours. 

The product launch of the Coloreel unit will take place on stand Z428 at Avantex in Paris, 17-20 September.