66°North names ex-Saks Potts CEO as new strategy chief

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66°North names ex-Saks Potts CEO: Josefine Laigaard, the new Director of Strategy and Business Development of the Icelandic outdoor brand 66°North, will play a significant role in the company’s expansion goals.

Become “the first truly global Icelandic brand” with her help—she’s officially joined the company today.

Laigaard “will play an integral role in the expansion plans, working in the brand’s new satellite head office in Copenhagen and working closely with the HQ in Reykjavik,” according to the firm.

Reportedly, she had “extensive strategic and commercial knowledge within the fashion industry,” having most recently held the position of chief executive officer at the Danish new luxury label Saks Potts. She had previously served as Ganni’s Head of Business Development.

“But her focus has always been on how to build and scale brands internationally, so she transitioned into management consulting at Ernst & Young before rejoining the fashion industry,” she says of her career change from fashion designer to management consultant.

Among Denmark’s Top 100 Business Talents for 2021, she was recognized.

Laigaard’s entrance follows the appointment of Jeppe Møller as Chief Commercial Officer and the wholesale team’s major new additions. Kei Toyoshima’s appointment as Creative Director, with his debut collection set for AW24, was another significant development around the same time.

Selfridges, Harrods, Beaker, KaDeWe, SSENSE, Mr Porter, SneakersNStuff, and END are among the 28 wholesale stockists worldwide that carry the brand at present. Its European flagship store, located on Regent Street in London, was also inaugurated in November 2022.


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Ethan Sullivan

Ethan's penchant for the pulse of the fashion world extends to covering lifestyle topics, offering readers a seamless blend of the latest style updates and lifestyle trends.

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