Jonas Peterson, former sales and marketing manager for Craft in Sweden, is the new chief executive at Cross, the Swedish ski and golf apparel brand. He replaces Håkan Ekstrand, who has been at the helm for the last two years, stabilizing the company after some restructuring and the arrival of new shareholders. Ekstrand was placed in charge of international sales, which are meant to drive Cross’ growth in the next years. Managers and the company’s leading shareholders, the investment firms Optinator and Arvid Svensson, have agreed on a plan to double sales in three to five years. Cross’ turnover reached about 97 million Swedish kronor (€10.1m-$12.7m) last year, which was roughly stable. Sweden made up more than 35 percent of the company’s sales, chiefly through its three concept stores and two outlets. The international sales drive will be accompanied by the launch of Cross in new markets, starting with the introduction of its golf range in China and the United States next year.
