InWear CEO gone after just a year

Thomas Ulstrup, CEO at the Danish clothing label InWear since the summer of 2007, has had to leave his position. The news came as a complete surprise to the Dane. "I certainly wasn't expecting them to tell me that I was no longer InWear's Managing Director." Ulstrup feels his departure is down to 'sudden changes in the company', but exactly what is going to happen isn't clear. However, it has been confirmed that Brand Director Claus Benedixen from Matinique will be taking over Ulstrup's tasks. This is quite extraordinary in itself, as the two labels broke away from each other not that long ago. "But it has purely been a sales decision to bring the two labels back together under one Brand Director. This won't be visible to the outside world," according to Karen Mönnich from IC Companys, the labels' parent company.

The Danish ladies' label embarked on a new course a year ago under Ulstrup's management. This included the development of a new shop concept, a worldwide webshop was opened and Lene Borggaard was appointed as Head of Design. Borggaard, who had previously been employed as a Designer at Bruuns Bazaar, gave the label some vivacity again; her first collection will be on display in the shops this autumn. "The route they have taken with Lene isn't about to change. Nor will the rest of the new strategy", Mönnich states. "Changes took place in IC Companys' management team in Denmark a few months ago. It could well have something to do with the course set out by the new CEO, Niels Mikkelsen."

Ulstrup had told FashionUnited about his plans for the label during an interview a few weeks ago. He was planning on working on the familiarity and positioning of the brand in Italy and France, countries where InWear is not yet available for sale. He also had a great deal of trust in the brand. "We have compared many plus points with a number of competitors, or colleagues, and if you use those wisely, you can get a great deal out of InWear. [...] I think the product is most important. It is important that it's of good quality, beautifully stylish and easy to wear. Also whilst cycling and for daily use. [...] If people recognise an item of clothing as an InWear in three years time, then we will be very proud." Ulstrup was satisfied about his course up to that moment in time: "If we had listened to others, then we would never have done what we are doing now. Now we have incorporated a change in the right direction and will improve that."

Ulstrup is not yet sure about what he is going to be doing in the years ahead: "I am now going to focus on what I want to be involved with in the future".

Photo: Thomas Ulstrup