The Danish Outerwear brand Rains and CEO Steen Borgholm go separate paths.
Borgholm announced his farewell on Wednesday at the LinkedIn career network after it was announced last week that he would be handed over to founder Daniel Brix Hessager. At the same time, Borgholm announced his new task. He was appointed to the Board of Director of the Swedish Outerwear specialist Haglöfs on Wednesday.
“We are very happy to welcome Steen Borgholm to Haglöfs on the board,” said Daniel Tseung, Chairman of the Board at Haglöfs, in a separate message. “His comprehensive operational experience from leading consumer goods companies, combined with its international market knowledge, will be very valuable for us, while we are further developing Haglöfs for the future.”
Borgholm to the departure: “No drama, just a question of priorities.”
Borgholm took his previous position at Rains in April 2023. Before that, he was active as a consultant for the Scandinavian investment company Credo Partners and the Danish furniture manufacturer Jakobsen Home. He also had an advisory job for ECCO. He has been active in different roles in different markets at the Danish shoe provider since 2000, including from May 2016 to September 2021 as CEO.
To say goodbye to Rains, Borgholm referred to the strategy announced in January for 2027. The geopolitical turbulence this spring would have resulted in new priorities that “are best pushed forward by the founder,” said the outgoing CEO. “No drama, just a question of priorities.”
Borgholm can look back on a track record at Rains. Rains has tripled its sales since 2020 and achieved “record -breaking sales” across all channels in 2024 and a record number of new openings.