Swedish sportswear brand Houdini expands global flyer initiative, paving way for increased engagement for industry experts, brand and users


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STOCKHOLM (September 8, 2021) – Swedish sportswear brand Houdini, known for its strong commitment to circular manufacturing and operational excellence, today announced that it is expanding these global initiatives to engage with a wider range of industry experts, brands and users. GDTRE, an Italian family-owned investment company, will become one of the four main existing shareholders helping to drive this expansion. As part of this new partnership, GDTRE will bring financial resources and a proven track record to accelerate Houdini’s journey to a fully regenerative future and to spur innovation and change.

As part of the expansion, Angelica Molin joins the Houdini management team as Head of E-Commerce. She brings extensive international experience from premium outdoor and lifestyle brands such as Deckers Brands (UGG and Hoka) and Fjällräven. Brand and D2C Manager Niclas Bornling, with extensive experience as a branding and marketing professional for key outdoor brands including Black Diamond and Salomon, will continue in his role alongside Andrea Tomasini, Global Wholesale Coordinator, previously in Patagonia.

Giovanni Domenichini, who will join Houdini’s board of directors, heads GDTRE, located in Bologna, Italy. GDTRE currently has investments in global brands including Eataly and Moncler. He will work alongside co-founders Hanna Lindblad and Eva Karlsson and German evergreen investor JCK.

“We have partnered with GDTRE because they share our brand values ​​and have strong global expertise in building iconic brands,” said Eva Karlsson, CEO of Houdini Sportswear. “GDTRE is aligned with Houdini’s mission for an uncompromising journey to a regenerative business. We look forward to their strategic advice and support in expanding today’s circularity movement.

“I had been looking for a clothing and outdoor clothing brand to invest in for a few years when the opportunity to invest in Houdini presented itself,” said Domenichini. “Today’s outdoor industry is incredibly competitive and overcrowded. Houdini is a clear exception in the sea of ​​sameness. I look forward to being a part of this trip so that we can have a positive impact on the entire outdoor community. “

Sarah McPhee, President of Houdini Sportswear AB, said: “The investments of previous years in digital and organizational development laid the foundation for the pursuit of Houdini’s mission. With GDTRE on board, Houdini has the intellectual and financial capital to thrive globally as a pioneering leader in the future of circularity.

More recently, Houdini announced its partnership with EON and YKK technologies to connect products in a circular garment system. It will digitize its iconic One Parka and is committed to digitizing and connecting all of its clothing to the cloud by 2023 as part of Houdini’s commitment to make its entire ecosystem 100% circular by 2030 .

The specific shareholding structure has four key investors, including the two co-founders, Hanna Lindblad and Eva Karlsson, who all hold minority stakes in the company and together hold 77%. Other investors include Stefan Ytterborn, an entrepreneur who built the POC sports headset brand and is currently part of the EV transformation with Cake, and Sarah McPhee, one of Sweden’s leading financial profiles, the two-time award-winning CEO of the year and recognized as the most powerful in Sweden. professional board. In addition, more than 50% of Houdini’s employees are shareholders.

About Houdini

Houdini is a strange group of Swedish friends on a quest to reinvent the future of circular sportswear. Since its inception in 1993, Houdini has challenged the standards of the outdoor industry, as a business run by women, as an innovator of sustainable design and as a pioneer of circular business models. Ultimately, Houdini wants to empower and inspire people to reconnect with nature.

Media contact:
Kelly Blake – CGPR
[email protected]
415-624-7030

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