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Authentic Brands hires new chief executive for Forever 21

Authentic Brands has appointed Daniel Kulle as the chief executive of Forever 21. The move follows the recent acquisition of the fashion retailer by Authentic Brands,… View Article

FASHION

Authentic Brands hires new chief executive for Forever 21

Authentic Brands has appointed Daniel Kulle as the chief executive of Forever 21.

The move follows the recent acquisition of the fashion retailer by Authentic Brands, Simon and Brookfield.

Kulle was previously a strategic advisor to former H&M Group chief executive Karl-Johan Persson, and a steering group member for three new digital start-ups within H&M.

As well as leading the business, Kulle will use his digital expertise to modernise Forever 21’s content and social media strategies. He will also be developing the brand’s sustainability initiatives and will “re-energise” its core product categories.

In addition, Forever 21 is expected to strengthen its loyalty programme and improve the in-store journey through new experiences such as pop-up events and brand collaborations.

Jamie Salter, founder, chairman and chief executive of Authentic Brands, said: “Daniel is a well-respected, progressive fashion executive, and we are thrilled to welcome him to the team.”

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