From a struggling loss-making company to a rapidly growing, profitable organisation, Helly Hansen has revamped and revitalised its brand, products, and processes to ensure its long-term success. As a leading producer of textiles and gear for sports and work on the ocean and in the mountains, Helly Hansen is working with outdoor professionals, clients, and suppliers to create innovative products for the outdoors.

Peter Sjølander, CEO of Helly Hansen, recently spoke to The CEO Magazine about the company’s transformation, its impressive initiatives, and its ambitious outlook for future growth. Peter says that his career first began in fast-moving consumer goods.

“My formal education is two-pronged. I have a degree in science and civil engineering, and a Masters in Business Administration. I started my career in fast-moving consumer goods. After that, I spent a few years working for Intersport International. I joined Nike in the early 90s and then spent almost 15 years with them.

“During my time at Nike, I upheld a variety of roles in brand management, product management, and general management. I mainly worked out of Nike’s European headquarters in Hilversum, the Netherlands, or the global headquarters in Beaverton, Oregon, USA. Amongst other roles, I was the European head of footwear, the global head of ACG, and the regional director of CEMEA and Northern Europe.”