News
News
Press Release
Herning, July 1, 2025
New CEO at MP Denmark to Drive Global Growth
Louise Fjord Pedersen takes over as CEO as part of the international growth strategy that has brought MP Denmark into more than 40 markets.
MP Denmark A/S is appointing a new Chief Executive Officer as Louise Fjord Pedersen takes over the position from Hans-Henrik Olsen on 1 July. The appointment marks the culmination of a planned generational transition initiated in connection with the ownership change in the summer of 2022, when the investment fund Vækst-Invest, together with three co-investors – Safo-Invest, Poul Sand, and Per Schak Andreasen – acquired 70% of the company’s shares.
Hans-Henrik Olsen has been part of the executive management team since 2017 and played a central role in the transformation from a traditional manufacturing company to a modern brand house with international focus. He will remain connected to the company in an ongoing advisory role. Today, MP Denmark is present in more than 40 markets worldwide, and with the appointment of Louise Fjord Pedersen as CEO, the company is accelerating its strategic development and ambition to become Europe’s preferred hosiery brand house.
From Sales Director to CEO
Louise Fjord Pedersen joined MP Denmark as Sales Director in November 2021 and has been part of the executive management team since January 2023, overseeing commercial activities. She has a background in branding and product development and began her career as a trainee at ECCO Sko A/S, where she worked with shoes and accessories. Today, she brings 20 years of experience in footwear and apparel, having worked for strong Danish brands – both domestically and internationally.
With a strong consumer understanding and deep knowledge of both product and positioning, she has played a key role in MP Denmark’s strategic development in recent years – including the launch of new brands and strengthening the company’s presence in new markets.
“MP Denmark is in a strong position, and I look forward to building on the foundation we’ve created in recent years. Our ambition is clear: We want to be the preferred hosiery brand house in Europe – with quality, responsibility, and design at the core,” says Louise Fjord Pedersen.
Strategic Direction: Internationalisation and Consumer Focus
Under Louise’s leadership, MP Denmark will continue its transformation into a more commercial, internationally oriented business with three key focus areas:
International Growth: Consolidation and expansion in the European market.
Consumer Focus: Strengthening brand identity and customer experience across all channels.
Commercial Scaling: Development of the brand portfolio and increased B2C presence.
For more information, please contact:
Elin Jonsson
Head of Marketing & Communication
Email: ejons@mpdenmark.com
Mobile: +45 53 34 81 51