The hair care company Björn Axén, founded in 1963 and selling products through its own e-commerce platform, salons and external retailers, will have a new CEO before the end of the year. Onur Aktas will take over the position from long-standing owner and CEO Johan Hellström.
Onur Aktas has over 20 years of experience from international beauty and luxury brands. He has previously worked with brands such as YSL Beauty, Parfums Givenchy, Kenzo and Benefit Cosmetics within the LVMH and Kering groups.
Johan Hellström is stepping down from the operational CEO role but will remain in an active role in the business, where he will focus on the brand's creative direction, product innovation and product development. In a statement, Johan Hellström commented on the CEO change:
As we now enter the next phase, it feels right to bring in a leader with extensive experience in building and developing premium brands internationally. Onur has a strong combination of strategic and commercial experience, along with a deep understanding of the global beauty industry. I feel very confident handing over the CEO role to him and look forward to continuing to develop Björn Axén together.
International expansion and new flagship store
The recruitment takes place at a stage where the company is scaling up its international expansion. Last year, Ehandel.se reported how the Norwegian private equity firm Driv Kapital entered as a new majority owner in Björn Axén to drive international expansion, in a deal where Johan Hellström retained 40 percent of the shares.
Incoming CEO Onur Aktas is now looking forward to taking over the work of scaling up the brand in more markets:
Björn Axén is an iconic Swedish brand with strong products, a clear identity and a long tradition of innovation. It feels very inspiring to join the company at such an exciting stage. There is a strong foundation to build on, and I look forward to working with the team to drive the next growth phase, strengthen Björn Axén's international position and develop the brand's role in Scandinavian premium hair care.
In connection with the leadership change, Björn Axén is also rolling out an updated visual identity with a new logo and a new BA monogram. On October 21, the company's renovated flagship salon and store on Norrlandsgatan 7 in Stockholm will also be re-inaugurated, a space totaling 345 square meters, of which 30 square meters constitute retail space.