LONDON — Stockholm-based brand Totême has named Johanna Andersson as its new chief executive officer, a role previously held by cofounder and creative director Elin Kling.
Andersson, who joined as chief operating officer last September, was previously at McKinsey & Company where she co-lead the Scandinavian apparel, fashion and luxury goods hub and consulted international labels on strategy and expansion.
At Totême, a brand that enjoys cult following for its minimalist flair and stylish take on wardrobe staples, Andersson will work alongside Kling and her cofounder Karl Lindman to further the brand’s international footprint and build on its direct-to-consumer success.
The brand also opened its first flagship in Stockholm, expanded its wholesale network to 200 stockists, including major players like Net-a-porter, Matchesfashion.com and Bergdorf Goodman, and grew its sales to $22 million in the last year.
“I’ve been following Totême since the brand’s inception and I’ve always admired the curated feel of the collections, and the design: distinct but easy to wear. The company is in an exciting stage of its growth journey, where the potential of the brand is limitless,” Andersson said. “Totême has gained a loyal community of followers through this distinct aesthetic. Today, 45 percent of the revenue comes from toteme-studio.com, and there is huge potential to grow the direct to consumer business for us moving forward.”
Kling, who was one of the first successful bloggers over a decade ago before launching her label in 2014, added that she will now turn her attention to “leading the brand artistically” and “spend more time with the design and creative teams to evolve the Totême uniform.”