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Press release -


Legendary Swedish design brand LINNEVERKET expands and brings on board renown businessman Per Sjödell as new chairman of the board, at the same time the company is securing external capital for continued international expansion.

LINNEVERKET was founded in 1993 and has successfully launched linen as a contemporary and environmentally friendly alternative to cotton. In 2019 LINNEVERKET is entering a new and expansive phase taking in external capital as well as appointing a professional board of directors that will work closely together with the management of the company to drive international expansion and new business areas.

New chairman of the board of directors is the well-known Scandinavian board professional Per Sjödell. Per Sjödell has a successful track record as chairman of fashion chain Lindex, beauty e-tailer Lyko, digital transformation group Nordic Morning, design agency Identity Works and Red City PR. He is also a member of the board of directors of logistic company Posti, financial service provider Advisa and fashion brand Abury. He has also served as global marketing director of H&M as well as CEO of Pocket Shop, Gant Sweden and Fiskars Sweden.

Per Sjödell, Chairman of Linneverket Group AB

"I very much look forward to work with our competent team and to take LINNEVERKET to the next level and make it available worldwide. This is a unique brand that combines high quality and unique design with sustainability and environmental responsibility. LINNEVERKET has a huge growth potential.”, says Per Sjödell.

Erik Starendal, CEO Linneverket Group AB

“LINNEVERKET is a well-established and well-known brand with excellent profitability and we are now ready for the next step. Per Sjödell's experience of building global brands, international expansion and change management will be a great asset in the next phase of our expansion.”, says Erik Starendal, CEO Linneverket Group AB.

Isabelle Mitchell Starendal, Founder and Creative Director of Linneverket Group AB

For more information and high-resolution pictures please contact Red City PR:

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Linneverket was founded in 1993 by entrepreneur/designer Isabelle Mitchell Starendal with the vision to offer modern, high-quality and well-designed linen products for the home as a contemporary and environmentally friendly alternative to cotton. The company has won several awards and was one of four companies selected to represent Nordic design presented to the Emperor of Japan. Other loyal fans of Linneverket include Isabella Rossellini, Mick Jagger and the Swedish Royal Family. The business consists of three business areas: Linneverket Originals (timeless linen products), Linneverket Home Couture (high-profile design in limited collections) and AUX Corporate Fashion by Linneverket (premium workwear).

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Patrick Benjaminsson

Patrick Benjaminsson

Press contact CEO & Founder Client Director, Press Relations +212664592062

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