Swedish sportswear brand Houdini announced its expanding global initiative with industry experts, brands and users. 

  • GDTRE will become one of four key existing shareholders driving its expansion for innovation and change.
  • Angelica Molin is joining the company as head of eCommerce. Molin brings extensive international experience from premium outdoor and lifestyle brands, including Deckers Brands and Fjällräven. 
  • Head of Brand and DTC Niclas Bornling will continue in his role, working with Andrea Tomasini, global wholesale coordinator, previously from Patagonia. 
  • Giovanni Domenichini, who leads GDTRE, will join Houdini’s board of directors in Bologna, Italy. He will work alongside Co-founders Hanna Lindblad, Eva Karlsson and German evergreen investor JCK.

“We partnered with GDTRE because they share our brand values and have strong global expertise in building iconic brands,” said Karlsson, CEO. “GDTRE is aligned with Houdini’s mission for an uncompromising journey to a regenerative business. We look forward to their strategic guidance and their support in expanding today’s circularity movement.”

“I had been searching for an outdoor and apparel brand worth investing in for a few years when the opportunity to invest in Houdini presented itself,” said Domenichini. “Today’s outdoor industry is incredibly competitive and crowded. Houdini is a clear exception in the sea of sameness. I look forward to being part of this journey so that we may have a positive impact on the entire outdoor community.”

Sarah McPhee, Chair of Houdini Sportswear AB, said, “Previous years’ investments in digital and organizational development have laid the groundwork for continuing Houdini’s mission. With GDTRE onboard, Houdini has the intellectual and financial capital to flourish globally as a leader in pioneering the future of circularity.”

Houdini recently announced its partnership with EON and YKK to connect products in a circular apparel system. It will digitize its One Parka and said it is committed to digitizing and connecting all its garments to the cloud by 2023 as part of its pledge to transition its ecosystem to 100 percent circular by 2030.

Houdini’s shareholder structure has four key investors including Co-founders, Hanna Lindblad and Eva Karlsson, who all have minority stakes in the company and together own 77 percent of the company. Other investors include Stefan Ytterborn, entrepreneur and founder POC, part of the EV transformation with Cake, and Sarah McPhee recognized as Sweden’s most influential board professional. More than 50 percent of Houdini’s employees are shareholders.

Photo courtesy Houdini