London, December 06, 2025
Gant has appointed Fredrik Malm as its new Chief Executive Officer, effective December 1, 2025, succeeding Patrik Söderström after six years at the helm. The change aims to continue Gant’s growth and retail expansion under experienced leadership.
Gant’s announcement confirms that Fredrik Malm, previously Executive Vice President Commercial, Brand & Product since joining in 2024, will take over as CEO from Patrik Söderström. Söderström, who led Gant for six years and spent a decade with the company, will step down after stewarding a successful transformation of the brand.
Fredrik Malm’s Background and Expertise
Malm brings wide-ranging experience from the premium and accessible luxury fashion sector. His previous roles include CEO of SNS, President Europe & International at Coach, President of Sales EMEA at Ralph Lauren, and Retail Director at ECCO. His career reflects a strong focus on retail operations, international market growth, and brand elevation, aligning with Gant’s strategic priorities.
Leadership Change and Strategic Direction
This leadership transition signals both continuity and evolution for Gant. Malm’s internal promotion underscores confidence in the current strategy while reinforcing a strategic emphasis on accelerating “retailisation,” meaning the brand’s expansion and upgrade of physical stores and digital channels. Under his direction, Gant aims to further elevate its collections and strengthen its presence in the premium fashion segment.
Söderström’s tenure is credited with modernizing Gant and delivering solid financial returns, setting a foundation for the next growth phase. The handover to Malm is designed to build on these achievements and sustain momentum.
Corporate Context and Market Position
Gant is part of MF Brands Group, a privately held Swiss company that has owned the brand since 2008. The group also manages other lifestyle brands such as Lacoste, Aigle, and Tecnifibre. MF Brands Group CEO Thierry Guibert expressed strong confidence in Malm’s capacity to lead Gant’s next chapter.
Recent moves by Gant include significant investments in retail, exemplified by the reopening of its flagship store on London’s Regent Street, described as a milestone in its global retail strategy.
As Gant transitions to new leadership, the appointment of Fredrik Malm is a calculated step to maintain steady progress in premium branding and omnichannel retail growth, while preserving the strategic gains realized under Söderström’s decade of service.