Åhléns will make a major investment in the development of its offer.

– We will build a customer offering based on customer needs and dreams and face significant work in developing Åhlén’s range, services and experiences. With data as a starting point, we are now optimizing our offer, so that the customer is met by a coordinated inspiring range, at the right time, explains Ebba Kilman in a commentary.

In this context, the company has recruited new business sector managers. Petra Matsson Melin will be responsible for the home category and Karin Wiedner Edgren for the fashion category.

– It’s great to have found such a strong team who together will be key players in creating a world-class customer offering, says Ebba Kilman.

Petra Matson Melin recently graduated from her job as a procurement consultant for the Singular Society. Previously, she worked for nearly 22 years at H&M on purchasing issues. Before joining the Singular Society, she spent just over a year at Granit.

– Change work is the most fun I’ve ever had and I’m so happy and proud to be involved and to advance such important and crucial work at Åhléns. Now we will create together the best range of interior design in the world, she says in a comment.

Karin Wiedner Edgren also worked for a long time at H&M, among other things in purchasing but also in business development. For more than 16 years, she worked at the Swedish fashion giant. Before that, she was a management consultant and at a branding agency.

– I am very happy to be part of Åhléns and incredibly labeled to continue the journey with the whole team to make Åhléns the main fashion destination in Sweden, she says.

Karin Wiedner Edgren and Petra Matson Melin took office on January 24.

Åhléns will also develop its beauty offer. In the spring, the company hopes to complete a new line of business manager for the category.