Apr 15, 20

Fjällräven appoint Alexander Matt as new global marketing director


Alexander Matt (pictured) has been appointed as the new global marketing director for Fjällräven.

He succeeds Leif Öhlund who left the company in 2019 to pursue other opportunities.

Martin Axelhed, CEO Fjällräven International, said: “I am proud and happy to welcome Alexander Matt to the Fjällräven family. Alexander will contribute with his substantial experience from a global brand management perspective, leading the creative work in an international environment and take care of our global marketing with his very strong leadership capabilities. We are sincerely looking forward to having Alexander in our team and as a long-term colleague. I also want to take the opportunity to thank Leif Öhlund for his contributions to the company during his time as Global Marketing Director at Fjällräven and wish him all the best for his future.”

Matt, previously held the position chief marketing officer at the Fiskars Group for the last four years, where he led the digital transformation and consumer experience management, overseeing some of the most renowned Nordic design brands. From 2012 to 2015 Matt was senior director global brand communications for Adidas Originals and member of the global leadership team. Before that Alexander Matt spent many years with the Levi’s brand in different international marketing roles.

With over 20 years of experience in global brand and marketing experience as well as his background and knowledge in brand innovation and digital transformation, Matt will help to accelerate the Fjällräven brand on its way to become the most premium and sustainable outdoor brand and join its journey of constant self-improvement.

Alexander Matt said: “I’m very excited to start in my new role. Fjällräven unites my passion for sports and nature with my belief in the power of iconic brands. We are facing extraordinary times, but thanks to Fjällräven’s unique position, this is also an opportunity for us to create positive impact and leave a mark.”

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