By Craig Zammit
NORWAY: Electrolux senior vice president – product and brand, Peter Sjölander, has announced he will join outdoor, sport, survival and work technical apparel brand, Helly Hansen, as the company’s new CEO.
According to the company’s website, Helly Hansen is a global leader in apparel designs for a range of sport, survival and work environments and is also the world’s most experienced outdoor technical apparel brand with more than 128 years of design and field testing experience. Helly Hansen recreational products for mountain and water sports are distributed in more than 40 countries.
“HelIy Hansen has a strong legacy, and through the recent improvements in operating performance, the organisation has created a strong and viable platform for further growth,” said Helly Hansen chairman of the board of directors, Hugo Maurstad.
“With the addition of Peter Sjölander as CEO, Helly Hansen has a leadership team that will continue to accelerate the brand’s growth in domestic and international markets.”
Before his tenure at Electrolux, Sjölander spent 15 years with Nike, both in European and Global divisions where he held several senior management roles, such as heading up Nike’s European footwear business, the Global Outdoor division (ACG), Nike’s Northern Europe and CEMEA Regions.