Stayhard appoints new CEO and acquires fashion brand

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Stayhard acquires the Swedish fashion brand Castor Pollux – and appoints a new CEO.

E-commerce site Stayhard is included in the e-commerce group Ellos Group.
Castor Pollux is a brand with southern European influences in the premium segment for men. The company was founded in 2013 by Henric Dahl. He will continue to be responsible for the brand Castor Pollux in Stayhard’s organization.
“With this acquisition we build on Stayhard’s position as the leading fashion destination for men in the Nordic countries. In Henric Dahl, we have met a person with a passion for genuine craftsmanship which he has transferred to Castor Pollux collections. This will be an excellent complement to Stayhards existing offering and an important element in attracting a more mature customer segment, “said Hans Ohlsson, CEO of Ellos Group.
The agreement means that Stayhard acquires 80 percent of the brand Castor Pollux while Henric Dahl continues to hold 20 per cent.

At the same time Malin Hultqvist Claesson becomes the new CEO of Stayhard. She most recently served as Chief Operating Officer of Rum21 and will take office in February.
“We are very proud to welcome Malin to our e-commerce group. Stayhard is now entering the next phase by broadening its offering to new markets and new product categories. It is therefore very pleasing that we now have a President who has both the leadership qualities and entrepreneurial spirit to build on the success, “says Hans Ohlsson.

As CEO of Stayhard Malin Hultqvist Claesson takes place in Ellos group management.Malin Hultqvist Claesson VD Stayhard
“Stayhard have made fantastic progress in short time. Expansion outside Sweden has just begun and we have a great opportunity to take a significant position within the dressed and semi-dressed segments, “says Malin Hultqvist Claesson.
Ellos Group acquired Stayhard in 2014 and the business is since spring 2015 located in the Group’s main plant in Borås.