The sports industry continues to recruit key personnel from fashion giant H&M.
After 10 years at H&M, Paulina Arnberg has joined Haglöfs as Head of Direct-to-Consumer (DTC).
“Haglöfs is pleased to announce that Paulina Arnberg will join the company as Head of Direct-to-Consumer (DTC),” the Swedish sports and outdoor brand writes. “Paulina’s strong focus on customer-centric strategies and her track record in e-commerce and business growth will play a crucial role as Haglöfs continues to expand its Direct-to-Consumer channels.”
“I’m excited to join Haglöfs at this important stage in its journey. The company’s focus on inspiring a love for the outdoors resonates strongly with me. I look forward to working with the team to further develop the DTC offering and engage with customers in new ways,” Paulina shared.
Haglöfs also writes that Paulina “brings extensive experience within the retail sector, with a particular focus on e-commerce, including roles spanning assortment planning, controlling, tech, and digital marketing, alongside her experience in in-store operations. She spent the past 10 years at H&M Group, where she gained invaluable insights into both e-commerce and physical retail environments, driving strategies that enhanced online customer experiences and business performance.”
Sports and outdoor brand BRAV’s new CEO, Filip Ekvall, also comes from the Swedish fashion brand. He began his role on Jan. 8.
Two other Swedish fashion retailers, Lindex and MQ have also signed with former H&M employees.
