A tennis brand CEO now runs a golf clothing line
Henrik Bunge's career path is as smooth as a well-struck drive.
The story
J.Lindeberg has appointed Henrik Bunge as its new CEO, effective April 1, after his 12-year tenure at Björn Borg. He comes with experience at Adidas and Hästens.
Source: wwd.com
Our reading
Henrik Bunge, a man who spent 12 years running a brand named after a tennis player, is now leading a company that sells golf clothes with a ‘fashion-forward perspective.’ It’s like hiring a chef to run a bakery, then expecting them to revolutionize the bread aisle.
His previous roles at Adidas and Hästens suggest he knows how to make things that are both functional and vaguely luxurious. But J.Lindeberg’s main product is golf apparel, which is not known for being particularly stylish—unless you’re wearing it to a country club and trying to look like you belong.
He’s been following the company for years, which means he’s probably seen the same sales reports, the same store layouts, and the same golfers who think a sweater vest is a fashion statement.
