Renowned Swedish terry towel brand Pellevävare launched into Home Textiles & Accessories in 2012. As Design Manager, I was responsible of all creative aspects of the launch – from creative direction of product line and sourcing of suppliers – to visual marketing and showrooms.

The challenge of developing the Pellevävare brand further, combining robes and terry with textiles for every room of the home, was a creative joy. The process included establishing the position among competitiors, piecing together the concept and visualizing the collections identity, transforming between seasons SS and AW.

HOME TEXTILES / LAUNCHING NEW PRODUCT CATEGORY / CREATIVE DIRECTION