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New Boomerang boss hires Gant director as chief executive

Lennart Björk, a former investor in Gant, has bought a controlling stake in Swedish clothing brand Boomerang and poached Gant’s supply chain director Sofia Bothelius as chief executive officer.

Bothelius takes over from Peter Bergkrantz, who has filled the position since October 2014 when Roger Kylberg left to join watch brand Daniel Wellington AB. Bergkrantz remains with the company as domestic and international sales manager.

Björk has been a minority shareholder and chairman of the board at Boomerang since 2009, but recently bought out its founders to increase his share to 60%.

Bothelius said international growth was a “clear ambition for the future”. The firm is also placing a greater emphasis on its womenswear for autumn 15, exhibiting at Pure London for the first time in February.

Plans for Boomerang stores in “regional market town locations” are underway, but there is no fixed timescale.

Boomerang has a transactional website, a store in Farnham, Surrey, and wholesale accounts with clothing and tailoring store Landmark in Marlow, James Lakeland in London, womenswear boutique Banjo in Ashbourne and mini-chain Abrahams in Cumbria and Cheshire.

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