The Swedish brand of outdoor boots, equipment and apparel, which is a part of the Scandinavian Norrwin group, has promoted Jonas Hellentin to international sales and marketing director. He has acted until now as marketing manager and will now centralize both marketing and sales under his direction.

Sales previously were managed by the company’s chief executive, Jan-Anders Lundhag, whose family name graces the brand and company, which was sold to Norrwin. Hellentin will also take care of business outside Sweden, which used to be handled by Gabi Ospel-Guba as export manager. She will remain with the company as marketing and key account manager for Germany. This is a deliberate move, because it is Central Europe that Hellentin is after. Another focus of Lundhags is the U.K.

In Great Britain, Lundhags recently appointed Ark Consultants as new distributor. This company was in charge of Haglöfs in the region before the Swedish company decided to set up its own operations on the British Isles. Germany has been covered by only one sales representative, Martin Thoma, so far, who is also in charge of Austria, but the company clearly sees that it has to extend its network of own reps and/or agents in that key market in the near future.

Hellentin is also in charge of overseeing the brand’s outlet store at the headquarters in Järpen. He explained that there is no plan for a roll-out of own shops on Lundhags’ desk, but at least some homework should be done to transfer the pure factory store into something that highlights Lundhags as a brand of value.