Swedish fashion operation  Odd Molly has tapped Sara Fernström, the former chief executive officer at Lyft Brands, to serve as its deputy chief executive officer.

"We are excited to make this recruitment of Sara Fernstrom to Odd Molly,” says Jennie Högstedt Björk, chief executive officer,

Odd Molly. “Sara’s mission is to readjust the business model to an increased digital focus and larger partner network and create opportunities for international expansion in all channels.

Sara has a large network of contacts and a solid experience in business and brand development, not least in e-commerce and social media. She will be an important player to help develop and implement Odd Molly's international growth plan."

Most recently, Fernström led Lyft Brands Group, where she leveraged her experience in digital strategy for consumer-related companies, business and brand development with a focus on the U.S. market. Clients included Ben Sherman, Bruno Magli and social media for H&M.