Lundhags, the Swedish outdoor brand, is undergoing significant staff changes following the departure of its chief executive last year. Erik Abrahamsson, former brand manager at Craft, has just joined as brand and assortment manager, dealing with marketing. Tommy Östermann, formerly export manager at Björn Borg, has become sales manager at Lundhags. Both of them with be based at a new office to be opened in the next months in Stockholm, along with other sales and marketing staff, and more employees to be hired shortly. The team is headed by Henrik Ottoson, who replaced Jan-Anders Lundhags as chief executive last year. Only the Lundhags store and its boot production staff will remain in Järpen, where Lundhags was founded. The new management further intends to rationalize the offering of the brand, which has experienced several years of rapid growth. Marketing and sales efforts are to focus on Sweden, other Nordic countries and Germany (more details in the Outdoor Industry Compass).

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