After three months: the founder leaves the new H & M brand

The fashion giant H & M has dropped nearly 35% on the stock market over the last year. This is due to deteriorating margins, weak growth and an e-commerce effort that is difficult to raise.

In 2018, H & M launched two new bets as evaluators described as a response to the negative trend. It is the real estate gold, Afound, but also the new brand Nyden.

Nyden was launched in April and specifically targets the "millennials", the generation born in the early '80s to the late' 90s.

Read more: H & M Brings New Initiative Nyden

But three months after the launch, Nyden has already suffered a setback In early July, the founder Oscar Olsson left his post of CEO of the brand

This confirms the presidential presence of H & M. Jeanette Mattsson

"It is true that Oscar Olsson left his post at Nyden, but he is still employed by H & M," ​​she writes in an email to Di Digital

. whether the change took place at the initiative of Oscar Olsson or H & M, an issue that the fashion giant does not answer for Di Digital in late 2017, after a long preparation with Oscar Olsson as responsible.

"The mission is to create as fashionable to be in 10 years, "Oscar Olsson said at the moment, in a remarkable interview with The Cut. 19659002]

Read more: Veteran fashion network: This is not the rescue of H & M

News about the eruption have been reported by several international media after Oscar Olsson t reject Nyden as an employer on his personal profile Linkedin. Nyden collaborated with Swedish actor Noomi Rapace, German footballer Jerome Boateng and British pop singer Dua Lipa

Nyden collaborated with Swedish actor Noomi Rapace, German footballer Jerome Boateng and pop singer British Dua Lipa. But how sales resembled Nyden, as H & M previously described as "a small startup within the group," is all the more difficult to understand.

H & M confirmed that other people in Nyden have taken over the duties of Oscar Olsson, while the Group has embarked on a recruitment process to find a replacement.

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