Further management changes are afoot at Norrwin, the holding company that controls Five Seasons, Tenson and Lundhags, three Swedish outdoor and golf companies. Just a few weeks ago a heavy-weight executive, Johan Vikman, former chief executive of the Fenix group, took up the same position at Norrwin. Shortly afterward it was announced that Tenson would get a new chief executive in October, when Johan Lövqvist will quit his position as director of sales at Didriksons AB to take over from Hans-Olof Ljungqvist at Tenson.
Ljungqvist was praised for refreshing the brand over the last years, but Lövqvist will be expected to broaden its international scope. The 35-year-old Swede spent many years as chief executive of Nordic International Marketing and then switched to Didriksons, a Swedish brand of rainwear and other outdoor apparel. While Tenson has built up steady business in Sweden and the Benelux countries, Lövqvist should focus more strongly on other markets, starting with other Scandinavian countries and Germany.
Sören Andreasson, Didriksons' general manager, will take over Lövqvist's assignments in the short term but he will look out for a replacement as the company continues to expand quickly. Among Didriksons' latest international investments is the launch of its golf range in the U.K. through an agent earlier this year and the introduction of Didriksons outdoor products in the same market later this year.
With Lövqvist, Vikman is reinforcing the team of seasoned executives around him at Norrwin. Backed up by investors at EQT Opportunity, the Swedish investment fund behind Norrwin, he intends to assemble a European-wide outdoor group through further acquisitions in Scandinavia and beyond.