PVH Corp. Appoints Fredrik Olsson as New CEO for EMEA Region

PVH Corp. has appointed Fredrik Olsson as the new CEO of PVH EMEA, overseeing the company’s operations in Europe, the Middle East, and Africa. The appointment, effective in the fourth quarter, was announced in a press release on Thursday.

Olsson will report directly to Stefan Larsson, the CEO of PVH Corp., which is the parent company of Tommy Hilfiger and Calvin Klein. He succeeds Martijn Hagman, who stepped down from his role as CEO of Tommy Hilfiger Global and PVH Europe in June. At that time, the company stated that Hagman would continue in an advisory role to ensure a smooth transition. Meanwhile, the responsibilities specific to Tommy Hilfiger were transferred to Lea Rytz Goldman, the brand’s global president.

Olsson’s hiring coincides with PVH’s ongoing adjustments to its sales strategy in the European market. According to its most recent earnings report, PVH has been focusing on a “strategic reduction” of sales in Europe to enhance overall sales quality in the region.

Before joining PVH, Olsson was the CEO of Max Fashion, a major fashion retailer based in Dubai. His previous experience includes over 20 years with the H&M Group, where he served in various leadership roles, including managing director of the H&M brand, head of global expansion, and head of global growth for the group.

Olsson will relocate to Amsterdam, where he will operate from PVH’s regional headquarters for EMEA. David Savman, PVH’s Chief Supply Chain Officer, who has been overseeing PVH Europe on an interim basis since Hagman’s departure, will continue in that role until Olsson assumes his new position. Savman will also collaborate closely with Olsson during the transition period.

Stefan Larsson described Olsson as a “unique leader in the sector,” highlighting his strong track record in driving profitable growth across various global markets with a focus on people and partnerships. Larsson emphasized that Olsson’s methodical approach to growth will be crucial as PVH continues its efforts to realize its vision of establishing Calvin Klein and Tommy Hilfiger as the most desirable lifestyle brands in the world and positioning PVH as one of the top-performing brand groups in the industry.

PVH has been working to enhance the value of its core brands as part of its PVH+ Plan, aiming to achieve $12.5 billion in revenue by 2025. Last week, the company reported second-quarter revenue of $2.1 billion, representing a 6% decline compared to the previous year.

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