Business people : New chiefs for Cross Sportswear

Niclas Valfridsson and Ylva Ryström

Niclas Valfridsson started earlier this month as the new chief executive of Cross Sportswear, the Swedish ski and golf brand.

This comes after Cross was hit by a sharp decline in sales, down to about 63 million Swedish crowns (€7.3m-$9.3m) in 2011, just over half the level of sales five years earlier.

Valfridsson was previously the chief executive of a Swedish watch-maker, Sjöö Sandström, which he helped to turn around.

While Valfridsson is taking care of finance and human resources at Cross, the company’s owners have also appointed Ylva Ryström to head up sales and marketing. Her previous employers include Filippa K, the Swedish fashion brand. Cross was run until late last year by Jonas Peterson, who left after a short tenure.

by SGI Europe through Ispo Newsblog