The Board of Directors for Swedish childrenswear brand PO.P (formally known as Polarn O. Pyret) has confirmed the appointment of Sara Sjöberg as the forthcoming chief executive officer.

Sara Sjöberg steps into this role with a wealth of experience in digital and omnichannel commercial strategy and operations from H&M Group, ICA, and Accenture. She currently serves as the Head of Omni Marketing and Digital Sales at H&M Group for South Europe, where she has built the Customer Activation & Marketing organisation.

Sjöberg succeeds Johan Munck, who will be stepping down as CEO of PO.P once Sjöberg has joined, no later than 1 September 2024. This is a planned transition by the board of directors and the departing CEO.

Commenting is Johan Conradsson, co-managing partner at Procuritas.

“With its passion for strong sustainable businesses, Procuritas seeks to support and accelerate the development of PO.P and digitalization of its omnichannel business. We are delighted to welcome onboard Sara Sjöberg, whose experience and vision we believe are ideal for leading PO.P’s skilled teams going forward. This move reflects our confidence in the brand’s ambitious journey towards redefining sustainability and quality in the textile industry.

“On behalf of the board, I would like to thank Johan Munck for his resilient leadership through the toughest of times, including the pandemic, corporate restructuring, and the transition to a new ownership. Under his leadership, PO.P has emerged stronger, with enhanced product offerings, record growing sales, and award-winning recognition for its sustainability efforts.”

Sara Sjöberg, the incoming CEO of PO.P, adds: “I look forward to working with the team at PO.P and Procuritas to develop the market for high-quality children’s clothing in a rapidly changing retail environment, as well as growing the international footprint and reputation of the company.”

Reflecting on his role, departing CEO Johan Munck says: “Leading PO.P has been an immense privilege. Together with our team of “Polare”, we’ve navigated through four years of significant challenges and achievements. As I prepare to step down, my now striped heart remains with this incredible brand and team. I’m confident in the bright future that lies ahead under Sara’s leadership.”