One of the leaders in sustainable outdoor apparel, Sweden-based Houdini Sportswear, is gearing up for its next phase of growth by announcing a new CEO and the addition of two board members. Knut Are Høgberg, previously Group CEO of Odlo and COO at Helly Hansen, will step into the role of CEO in February 2025.
Høgberg, known for blending Scandinavian leadership with strategic brand development, will focus on expanding Houdini’s reach while maintaining its commitment to sustainability and innovation. “I am truly intrigued by the purity and refinement of the Houdini brand and product and see great opportunities for scaling with the same refinement and with the global partner network that Houdini has been cultivating over the past three decades,” he said.
Current CEO and co-founder Eva Karlsson will transition to Chief Creative Officer (CCO), dedicating her efforts to driving creative development and advancing the brand’s circular and regenerative initiatives.
Joining the company board are Eric Bascle, former CEO of DB Journey and Black Crows, and David Ekelund, co-founder of Icebug. Bascle brings a wealth of experience in scaling premium lifestyle brands, while Ekelund offers entrepreneurial insights and a focus on sustainable business transformation.
“Maneuvering triple-digit growth in Asia with deepening and growing our home markets, Europe and North America is a balancing act that requires new skills and experiences that Knut, Eric and David bring us”, Karlsson commented.
Houdini, founded in 1993, has redefined outdoor apparel with cutting-edge material technology and circular design. Known for its selective distribution and organic growth, the brand continues to inspire global audiences to reconnect with nature responsibly.
This is an article from our sister publication The Outdoor Industry Compass.
