Fredrik Olsson appointed CEO of PVH EMEA | kbnmart

PVH continues to recruit executives from the fast fashion sector. Stefan Larsson, a former H&M employee and global president of PVH, the parent company of Tommy Hilfiger and Calvin Klein, has tapped a former senior executive from the Swedish conglomerate to manage PVH’s EMEA region.

By the end of the year, Fredrik Olsson will take over as CEO of PVH EMEA, replacing David Safman, who has held the position since Martin Hagemann left last spring. This is a critical role for the group: Of the $9.2 billion in revenue in 2023, 48% will be generated in this region.

Although he was previously managing director of Max Fashion, the main distributor in the Middle East, it is his past at H&M that PVH is highlighting today to promote his future in the position. In a statement, the American group confirmed that during his 15 years on the management team at H&M, the fast-fashion group doubled its sales to $22 billion in 2023, while expanding its number of stores to 4,500 units around the world.

“Fredrik is a unique leader in our industry, with a proven track record of driving consistent, profitable growth that drives brand development across multiple markets around the world, with a focus on people and partnerships,” said Stefan Larsson, who will be overseen by Fredrik Olsson. “His methodical and consistent approach to driving growth will be critical as we continue to unlock our full potential in the region and move towards our goal of making Calvin Klein and Tommy Hilfiger the most iconic brands in the world and making PVH one of the most successful brand groups in our industry.”

The director will work from the group’s European headquarters in Amsterdam.