Children’s lifestyle brand Liewood has confirmed significant developments in its corporate leadership and strategic direction. The company has welcomed three esteemed professionals to its board, enriching its collective expertise and guiding the company through a transformative journey.

The new board consists of Chair Jimmi King Mortensen, along with Kim Balle and Bo Knudsen, who bring strong backgrounds from the fashion and lifestyle industries as well as the financial sector. Vice chair, Lars Radoor, will remain on the board, ensuring continuity.

 

 

Liewood has also appointed Christina Thomsen as Chief Commercial Officer (CCO). Joining the Executive Leadership Team and spearheading the implementation of the refined commercial strategy, Thomsen assumes the role of CCO. Holding several commercial positions, her extensive career includes Chief Marketing Officer at Vogue Scandinavia, Global Brand Innovation Director at Pandora, and Commercial Strategy Director at L’Oréal.

 

 

Corporate strategy realigning towards Liewood 2028

Liewood is also embarking on a journey of strategic realignment. In response to the dynamic landscape shaped by macroeconomic forces, competitor dynamics and consumers, Liewood is recalibrating its corporate strategy to reattain previous growth levels.

As part of the reshaped corporate strategy, Liewood has realigned its core values, visions, aspirations and financial objectives for 2028. Embracing change, the brand aims for profitable growth in its key markets by adapting its operating model across customer mix, channel mix, and collection structure.

These strategic initiatives highlight the company’s commitment to providing innovative products that blend the essence of Nordic design heritage with the functionality and playfulness inherent in children’s essentials, all while emphasising a conscious and responsible future.

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