London, December 06, 2025
Fredrik Malm has been appointed as the new Chief Executive Officer of Gant effective December 1, 2025, marking a strategic leadership shift aimed at reinforcing the global premium fashion brand’s growth and retail expansion agenda. The appointment follows an internal promotion reflecting confidence in continuity and evolution of Gant’s business strategy.
Fredrik Malm’s Professional Background
Malm joins the CEO role with a substantial track record in the international premium fashion and lifestyle sectors. Before his recent promotion, he served as Gant’s Executive Vice President Commercial, Brand & Product, a position he assumed in 2024. His extensive leadership experience includes his tenure as CEO of SNS, a Nordic outdoor and lifestyle brand, and President Europe & International at Coach. Malm has additionally held senior roles at Ralph Lauren as President of Sales for EMEA and at ECCO as Retail Director. His expertise encompasses commercial strategy, brand development, and retail expansion across both physical and digital sales channels.
Significance of the Leadership Change
The transition from outgoing CEO Patrik Söderström, who led Gant for six years and accumulated a decade with the company, signals a commitment to maintaining strategic consistency while driving further growth. Malm’s internal promotion suggests a deliberate choice to uphold the brand’s current trajectory, focusing on product quality elevation and strengthening the retail footprint worldwide.
Strategic Priorities Under Malm
Under Malm’s stewardship, Gant aims to accelerate its efforts in the elevation of its collections with an emphasis on improving product design and quality. Another core pillar will be “retailisation,” a term used by the company to describe its plan to expand and upgrade both physical stores and digital commerce platforms. This strategic focus aligns with recent investments, exemplified by the reopening of Gant’s flagship store on London’s Regent Street, which forms part of a broader initiative to modernize and enhance the brand’s global retail presence.
Background and Ownership Structure
Gant is a Swedish brand known for its signature classic sportswear and preppy style, with a heritage rooted in American fashion influences. Since 2008, it has been owned by MF Brands Group, a Swiss private equity group that also controls other well-known brands such as Lacoste, Aigle, and Tecnifibre. Thierry Guibert, CEO of MF Brands Group, expressed strong confidence in Malm’s capabilities, citing his global leadership experience as instrumental to steering Gant through its next growth phase.
The appointment of Fredrik Malm as CEO represents a strategic continuity for Gant amidst a dynamic and competitive premium apparel market. His data-driven and experience-based approach is positioned to capitalize on recent momentum in Europe and the United Kingdom, as well as potentially driving expansion into new international markets. As the company continues to emphasize high-caliber product offerings and a robust omnichannel retail experience, Malm’s leadership marks a critical chapter in Gant’s ongoing evolution.