​Axel Johnson creates Axbeautyhouse

To strengthen the position within a growing beauty market, Axel Johnson is now creating a whole new unit, Axbeautyhouse, which will be responsible for beauty purchases for the group companies Åhléns and KICKS.

Axel Johnson already owns several companies within the beauty market. By bringing together the purchasing departments for beauty in Åhléns and KICKS under a whole new unit, Axbeautyhouse, the Group wants to enable stronger customer offerings and new ventures to meet the demands of today's and tomorrow's beauty customers.

"Beauty is an important sector for Axel Johnson, and by creating Axbeautyhouse, we create synergies between Åhléns and KICKS that benefit customers. Axbeautyhouse will also be a foundation for further strengthening Axel Johnson's position in the beauty market," said Mia Brunell Livfors, President and CEO of Axel Johnson.

Axbeautyhouse will consist of the merged purchasing departments for beauty of Åhléns and KICKS. Åhléns and KICKS will remain separate businesses and continue to act as distinct brands and retailers of beauty in both store, department store and e-commerce.

Axbeautyhouse will start December 1, 2018 and will be headed by Cathrine Wigzell, current Business Area Manager Beauty at Åhléns.

"Today's beauty customers have different demands than before and in order to meet their demand for better products and services, we need to change our way of working and create new ways to compete. Through Axbeautyhouse, we will be able to create stronger offerings for our customers and offer more products and new brands," said Cathrine Wigzell, new COO, and head of the Axbeautyhouse purchasing unit.