As of 1 January, PWT Group has officially acquired the remaining 50% ownership stake in Brothers in Sweden from Jotunfjell Partners AS, and is now the sole owner of the menswear chain.

The acquisition marks a new chapter for Brothers, and from day one PWT Group has initiated a number of concrete actions aimed at securing strong development of the chain in the months and years ahead.

Among the first milestones are a successful IT integration, the rapid roll-out of omni-channel tools across all stores with access to more than 4,500 items, the launch of a new brothers.se website, and the migration of the Brothers Loyalty Club. At the same time, an upgrade of the concept in all stores has been initiated and will be implemented over the coming months.

In addition, a new Retail Management team is now in place — including several well-known profiles with many years of experience from Brothers — and the organisation is being strengthened with increased staffing as well as a broader introduction of PWT Group’s own brands, including Lindbergh and Junk de Luxe. Focus on store employees remains a top priority, and onboarding and training are well underway.

“We look back on the past with humility, but our full focus is on the future. Our ambition is to deliver results and security for our employees — and to develop Brothers into an even stronger position in the Swedish market. We are confident that we can achieve this,” says Simon Würtz, CEO of Brothers.

For further information:
Brian Børsting / brian@pwtgroup.dk / +45 2462 2611