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Ex-Under Armour E-commerce Manager moves to J.Lindeberg to “accelerate digital growth”

Chloe Burney
30 August 2024

J.Lindeberg has appointed Alexander Diedrich as its new Head of e-commerce, effective 1 September, with the aim of “elevating and executing the brand’s ambitious digital strategy”.

In his new role,  Diedrich brings a wealth of international experience that will be instrumental in driving and innovating the brand’s digital growth and enhancing its global e-commerce strategy.

He has an impressive track record and most recently held the role of Head of E-commerce North Europe at Levis. Prior to this, he was Head of E-commerce EMEA for Toms and EMEA E-commerce Manager at Under Armour. In these roles, he successfully managed sales, marketing and merchandising initiatives.

Diedrich will be relocating from Amsterdam to Stockholm to join the team at the J.Lindeberg headquarters.

Alexander Diedrich said: "I’m very humbled by the opportunity to join one of Scandinavia's most iconic sport fashion brands and help fuel the growth of global eCommerce. I want to thank Kalle Kickuth and Hans-Christian Meyer for their trust in me. I’m excited to continue delivering a first-class digital brand experience with the global eCommerce team and the entire organization. I’m thrilled to apply my leadership background within the international sports, apparel, and footwear industry to this new, exciting role."

Kalle Kickuth, Chief Sales Officer at J.Lindeberg, added: "I'm so excited to have Alexander joining us at J.Lindeberg. With his broad and impressive international experience from senior roles at global brands within Sports & Lifestyle, I’m confident he will contribute significantly to our success in digital sales across e-commerce and retail moving forward. This is an exciting time for the company, and I can’t wait to see how Alexander, together with his talented team, will elevate our digital consumer experience worldwide."

Founded in Stockholm in 1996, J.Lindeberg was "born out of an idea to inject style and energy to golf by changing how players all over the world dress on and off the course".


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