It can be called a “comeback.” J. Lindeberg will relaunch this fall under a new CEO, and creative director. WWD reported the news. WWD reported the news. The Stockholm-based brand will release Neil Lewty’s first collection since joining the brand last year. Lewty was a well-known designer who previously served as the senior head for design at Hugo Boss Sportswear, and as the design director for Tommy Hilfiger’s menswear.

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J. Lindberg’s new CEO is Hans-Christian Meyer, a fashion industry veteran who previously spent 12 years working at Ralph Lauren and was CEO of Tiger of Sweden before his current role at J. Lindeberg. The brand is expected to rebound under his leadership and have their best year ever despite COVID-19.

The brand’s sales are expected to hit 93 million dollars, while a Chinese licensed division is expected to add another 174 million dollars. J. Lindeberg is no longer a golf brand. Their sportswear range has expanded to include casual wear and skiwear.

In the past, J. Lindeberg’s approach to increasing their sales has been the relaunch strategy. For two years, the brand’s founder was hired to work for them. In 2019, they had another relaunch with Jans Werner, who worked previously for Tory Sport. The relaunch is poised to make a big impact on their bottom line.