Gant brings footwear operations in-house to support long-term brand strategy
Gant will bring its footwear operations in-house as part of a broader strategy to strengthen its brand and long-term business performance. As a result, the company will end its licensing agreement with Hamm Footwear GmbH.
From the spring/summer 2027 season, footwear operations will be managed by Gant Footwear AB, a newly established entity registered in Sweden and led by Managing Director Sophie Öhrström.
The company will assume responsibility for product development, sourcing, logistics, and distribution.
By establishing Gant Footwear AB, Gant will consolidate footwear operations under its own ownership, allowing for closer oversight of the category and tighter integration with the brand’s overall product and commercial strategy.
The move is intended to support a more consistent footwear offering and provide a platform for future category development aligned with Gant’s broader brand direction.
Fredrik Malm, CEO at Gant, said: "Bringing footwear in-house is an important step in strengthening Gant as a premium lifestyle brand and business as a whole.
"This setup enables us to further refine how footwear is developed over time, with a clear focus on quality, consistency, and long-term category development."
It comes after Gant appointed Fredrik Malm as CEO, succeeding Patrik Söderström, who has departed after six years at the helm. Malm first joined Gant in September 2024 as EVP of Commercial, Brand & Product, with this new appointment reflecting a promotion.
