Tretorn, the Swedish footwear and outerwear brand, continues to reinforce its management team as it seeks to overhaul its business model and develop direct-to-consumer channels.

In the summer of 2019, the company, which was established in 1891, appointed Magnus Månsson as its new chief executive. Before joining Tretorn, Månsson served as chief executive at Gina Tricot, a Swedish fashion chain. Prior to that, he was chief executive of Nelly, a fashion e-tailer. He also held positions at New Wave Group, Nike and Puma.

Currently, wholesale clients represent about 95 percent of the company’s revenues. But by 2024, Tretorn wants the share to fall to 50 percent, while a quarter of its sales will be achieved through its own e-commerce accounts, 15 percent through market places and 10 percent via its own physical stores.

Early 2019, the company had already created a dedicated e-commerce team. In August 2020, it opened its first brick-and-mortar in 10 years. The store is close to its headquarters in Helsingborg. Further store openings are planned in Stockholm, Gothenburg, Berlin, and London.

The new round of hiring includes six managers ranging from design to procurement and marketing.

Carl-Henrik Hallén has been appointed design manager. He was previously with the Norway apparel retailer Varner-Gruppen, where he was in charge of the Urban brand. The company also brought on board Jonas Bladmo as a senior designer and was previously design manager for the men’s range at Whyred, a Stockholm-based fashion brand.

The company hired Erica Hyttfors as corporate social responsibility and product manager. She was previously with the Swedish textile group Springhill and worked with the brands Gripsholm and Atlas Design.

Meanwhile, Johanna Ranweg joins the company as purchasing coordinator. She held a similar role at Nelly.

Tretorn also hired a new digital marketing manager, Amanda Nyhlén, who was digital project manager at the food cash company Årstiderna in Denmark. In August, Richard Åberg also started as art director. He held a similar role at HeadBrands, a Swedish distributor of hair products.

Earlier in the year, the company had brought in a new marketing manager, Filip Weibull-Göransson, who replaced Fredrik Ekström. Weibull-Göransson held senior positions within Adidas in Sweden and Germany. Tretorn had hired also Peter Svensson as business unit manager for work & safety. He was previously the chief executive of Arbesko, a Swedish safety shoe company.