Boundless Names New CEO as Henrik Johansson Steps Down

By Sean Norris

Boundless, the distributor based in Austin, Texas, recently announced that CEO Henrik Johansson has stepped down. Bridget Smith, chief of special operations at Zazzle, Boundless' parent company, will take over as CEO.

Johansson co-founded Boundless in 2004 and has led the company since then. Under his watch, Boundless has steadily grown, this year reaching No. 17 on our 2020 Top Distributors list with $98 million in promotional products sales. Johansson departs to join Gembah, a product design and development company also based in Austin, as CEO.

"It’s been an honor and a privilege to lead Boundless through the last decade and a half, from inception to a $100 million industry leader," he said. "I’ve had the pleasure to work alongside some of the most amazing people I’ve met in my life, people I will miss dearly. We built this company together as a team, and I am confident that team Boundless will continue to thrive for decades to come.

Smith has worked closely with the Boundless team since managing Zazzle's acquisition of the promo distributor in 2014. Prior to joining Zazzle in 2005, she spent 13 years as director of finance for Apple's U.S. operations and served as vice president of finance at Intuit. She also served as Zazzle's chief financial officer for seven years.

Bridget Smith, new CEO of Boundless

“I have such respect for my partner and colleague, Henrik, in the way he has led Boundless in creating a culture that is respectful of others, high in integrity and values teamwork," said Smith. "I wish him all the best in his future endeavors. In my work with the Boundless team over the past few years, I see the dedication which is a hallmark of this company. I’m proud and honored to be asked to lead such a world-class team."

The move is the latest in a line of leadership changes at major promo distributors. Most recently, AIA Corporation, No. 7 on our 2020 Top Distributors list, named Nancy K. Schmidt CEO after the departure of former CEO Matt Gresge in April. Prior to that, Glen Taylor replaced Deb Taylor as CEO of Taylor Corp. in late 2019. Taylor Communications, the promotional products division of Taylor Corp., was No. 5 on our 2020 Top Distributors list.

Here is the full statement from Boundless:

To our valued employees, suppliers and friends:

2020 has been a year of change, and we are excited to share some happy (and bittersweet) news. We are pleased to announce that our fearless leader, Henrik Johansson, has decided to pursue new potential in his accomplished and impressive career. A true entrepreneur at heart, Henrik has stood at the helm of Boundless since its inception and has steered us through a recession, waves of new business and industry growth, and has remained our beacon of courage and confidence during the COVID-19 pandemic.

The Boundless culture of energy, ingenuity, and creativity is a direct result of Henrik’s incredible leadership. While we will miss Henrik dearly, we are so grateful for his direction and guidance for the past 15 years, and because of his leadership, we will continue to soar to new heights alongside our new chief and champion for Boundless.

We are excited to invite Bridget Smith, chief of special operations at Zazzle, into our Boundless family as our new CEO. For years, Bridget has managed Zazzle’s acquisition of (and partnership with) Boundless. Many of our team leaders have worked directly with Bridget over the years, and she has shown so much pride in each of our departments, our core values and culture, and the incredible talent steeped into the Boundless identity. Bridget’s impressive career, including senior leadership positions with Apple and Intuit, make her an ideal CEO to lead us into 2021 and beyond.

We’d like to sincerely thank Henrik for his years of service, and we know he will remain dynamic, purposeful and successful in every venture he pursues.

Please join us in welcoming Bridget to Boundless!

With affection and goodwill,

Your Partners at Boundless

For more information, visit www.boundlessnetwork.com.