Forever 21 Names New CEO 2

Daniel Kulle, former president of H&M North America, has been appointed to lead Forever 21.
License Global

February 25, 2020

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Authentic Brands Group announced the appointment of Daniel Kulle as the chief executive officer of Forever 21.

Kulle is an executive with more than 20 years of experience in the fashion industry. He was most recently a strategic advisor to former H&M Group chief executive officer Karl-Johan Persson and a steering group member for three new digital startups within H&M Group.

“Daniel is a well-respected, progressive fashion executive, and we are thrilled to welcome him to the team,” says Jamie Salter, founder, chairman and chief executive officer, Authentic Brands Group.

Throughout his two-decade-long tenure at H&M, Kulle expanded the Swedish fast fashion retailers’ bricks-and-motor and ecommerce presence in existing and new markets across North America. Under Kulle’s leadership, H&M North American sales grew from $1 billion to $4 billion annually and he opened 600 stores as well as developed integrated ecommerce platforms in the U.S., Canada and Mexico.

“Knowing Daniel personally for several

years, I’ve seen his tenacious working style first-hand. His strategic vision and experience will build on Forever 21’s heritage and undoubtedly usher in a new era for the brand,” says David Simon, chairman, chief executive officer and president, Simon. 

Forever 22 was recently sold

to Authentic Brands Group, Simon Property Group and Brookfield Properties. The appointment of Kulle is the first move the new owners have made since acquiring the fashion retailer.

“Forever 21 enjoys strong brand awareness and affinity, a clear consumer set, and quick-to-market capabilities, allowing the brand to be nimble and leverage key trends and create strong value for its customers,” says Kulle. “The strong ownership structure, which combines ABG’s marketing prowess with Simon and Brookfield’s retail real estate expertise, creates a foundation for long-term growth.”

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