Olsson joins PVH from most recently being the CEO of Max Fashion, one of the largest and leading Middle East fashion retailers based in Dubai. Under his leadership, Max Fashion has further strengthened the brand’s performance with strong revenue and margin growth.

Before Max Fashion, Olsson worked for more than 20 years at the H&M Group. For 15 of those years, he was part of the leadership team that grew H&M globally, more than doubling the size of the business to $22 billion in 2023 and a retail footprint of more than 4,500 stores globally. During his tenure at H&M, Olsson held key leadership roles for the group, including Managing Director globally for the H&M Brand, Head of Global Expansion H&M Group and Head of Global Growth H&M Group. He has led across multiple business areas and countries and is credited with fueling significant profitable growth for H&M through international expansion, digital acceleration and successful business transformation, and has extensive experience working in the European market.

Larsson said, “Fredrik is a unique leader in our sector with a high-performance track record of driving consistent, profitable, brand-accretive growth across multiple markets globally, leading through a very strong people and partnership focus. His systematic and repeatable approach of driving growth will be important as we continue to unlock our full potential in the region and make progress towards our vision to build Calvin Klein and Tommy Hilfiger into the most desirable lifestyle brands in the world and make PVH one of the highest performing brand groups in our sector.”

Larsson continued, “I also want to take this opportunity to thank David Savman for his leadership during his time as interim CEO of PVH Europe.” Savman will continue to lead EMEA until Olsson starts, and they will work closely together during a handover period, ensuring a seamless transition.

Olsson said, “I am thrilled to be joining PVH during this pivotal time, as the company continues to make important progress on its long-term, brand-building growth strategy, the PVH+ Plan. I’ve always admired Calvin Klein and Tommy Hilfiger, and the strong European business they have built. I’m looking forward to working with the entire EMEA team and our key partners to unlock the region’s next growth chapter.”

Olsson will relocate to Amsterdam together with his family and be based in PVH’s EMEA regional headquarters office. He holds a Bachelor of Science in Business and Economics and a Master of Science in Mechanical Engineering from Lund University.

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (RM)