Tretorn, the Swedish footwear and outerwear brand, continues to reinforce its management team as it seeks to overhaul its business model and develop direct-to-consumer channels.

Currently, wholesale clients represent about 95 percent of the company’s revenues. But by 2024, Tretorn wants the share to fall to 50 percent, while a quarter of its sales would be achieved through its own e-commerce accounts, 15 percent through marketplaces and 10 percent via its own physical stores.

Early last year, the company had already created a dedicated e-commerce team. Last month, it opened its first brick-and-mortar store in 10 years, close to its headquarters in Helsingborg. Further store openings are planned in Stockholm, Gothenburg, Berlin and London.

The new round of hiring includes six managers ranging from IT and design to procurement and marketing.

Tretorn has hired a new digital marketing manager, Amanda Nyhlén, who was digital project manager at the food cash company Årstiderna in Denmark. In August, Richard Åberg started as art director. He held a similar role at HeadBrands, a Swedish distributor of hair products. Carl-Henrik Hallén has been appointed design manager. He was previously with the Norway apparel retailer Varner-Gruppen, where he was in charge of the Urban brand. The company also brought on board Jonas Bladmo as a senior designer and was previously design manager for the men’s range at Whyred, a Stockholm-based fashion brand.

Meanwhile, Johanna Ranweg is joining the company as purchasing coordinator. She held a similar role at Nelly, a fashion e-tailer. The company has also hired Erica Hyttfors as corporate social responsibility and product manager. She was previously with the Swedish textile group Springhill and worked with the brands Gripsholm and Atlas Design.

Earlier in the year, the company had brought in a new marketing manager, Filip Weibull-Göransson, who replaced Fredrik Ekström. Weibull-Göransson held senior positions within Adidas in Sweden and Germany. Tretorn had hired also Peter Svensson as business unit manager for work & safety. He was previously the chief executive of Arbesko, a Swedish safety shoe company.

Tretorn was established in 1891. The changes follow the appointment in the summer of 2019 of Magnus Månsson as its new CEO. Before joining Tretorn, Månsson served as CEO at Gina Tricot, a Swedish fashion chain. Prior to that, he was the CEO of Nelly, a fashion e-tailer. He also held positions at the New Wave Group, Nike and Puma.