PVH appoints Fredrik Olsson as CEO EMEA

PVH continues to recruit executives from the fast fashion sector. Stefan Larsson, a former H&M employee and global head of PVH, parent company of Tommy Hilfiger and Calvin Klein, has chosen a former senior executive from the Swedish group to manage PVH in the Europe, Middle East, and Africa region.

By the end of the year, Fredrik Olsson will take over as CEO EMEA of PVH, replacing David Savman, who held the position since the departure of Martijn Hagman last spring. This is a crucial role for the group: of the $9.2 billion in revenue in 2023, 48% was generated in this region.

Although recently serving as managing director of Max Fashion, a major distributor in the Middle East, it is his past at H&M that PVH highlights today to promote his future in the position. In a statement, the American group emphasised that during his 15 years on the management team at H&M, the fast fashion group doubled its sales and reached $22 billion in 2023, while expanding its store count to 4500 units worldwide.

“Fredrik is a unique leader in our industry, with a track record of high performance in driving consistent, profitable growth that enhances brand development across multiple markets around the world, with a focus on people and partnerships. His methodical and consistent approach to driving growth will be crucial 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 popular lifestyle brands in the world and making PVH one of the most successful brand groups in our sector,” said Stefan Larson, to whom Fredrik Olsson will report.

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