Swedish Match announces retirement of Lennart Freeman

Swedish Match announces retirement of Lennart Freeman

Swedish Match announces that Lennart Freeman, Executive Vice President
of Swedish Match AB, will retire effective March 1, 2011 after more than
30 years with the Company. Freeman is currently President of the Lights
operating units, and prior to that served as President of Swedish Match
International (SMI).

During his tenure as SMI President, Freeman successfully completed a
major restructuring of that operating unit, resulting in the sale of the
South African business to Philip Morris International in September 2009.
He was also a part of the team to successfully execute the merger of the
cigar and pipe tobacco businesses with Scandinavian Tobacco Group in
October, 2010, creating one of the largest cigar companies in the world.
Freeman's 33 year career span with Swedish Match includes serving as
President of Swedish Match North America Division from 1999-2008,
President of the Swedish Match Cigarette Division, Managing Director for
Cricket Lighters, as well as various marketing and business development
positions within Swedish Match.

“Lennart has been a valued member of the Group Management Team, and
brought leadership and determination in making change happen. On behalf
of all of the employees of Swedish Match, I wish Lennart and his family
the very best for the future”, said President and CEO Lars Dahlgren.

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For further information, please contact:

Lars Dahlgren, President and Chief Executive Officer
Office +46 8 658 0441, Mobile +46 70 958 0441

Joakim Tilly, Chief Financial Officer
Office +46 8 658 0213, Mobile +46 76 860 9597

Emmett Harrison, Senior Vice President Corporate Communications and
Sustainability
Office +46 8 658 0173, Mobile +46 70 938 0173

Richard Flaherty, President US Sales Division, US Investor Relations
contact
Office +1 804 302 1774, Mobile +1 804 400 1774
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