With extensive experience in the fashion and textile industry, Ellida is stepping into a new world of details. Here, she shares her perspective on the bigger picture, product development and why a truly great product should be easy to understand.
On 7 September, we welcomed Ellida Sjöö Nygren to Beslag Design as our new Head of Product & Range. She most recently held the role of Head of Product and Sustainability at Tretorn, where she helped drive an exciting journey in range development and brand positioning. Prior to that, she worked within the H&M Group with purchasing, product development, strategy and production – both at the head office in Stockholm and at production offices in Asia.
After many years in fashion and textiles, Ellida felt it was time to move into a new industry without leaving her passion for products behind. Interior design has long been close to her heart, and in Beslag Design she saw a company with a strong heritage, fantastic products and great potential.
– An exciting journey has begun, and I am really looking forward to being part of it. I was drawn to the products and the opportunity to work with details that elevate the overall experience. At the same time, I can bring my experience from the fashion and textile industry into a new world – to contribute, develop and challenge.
A good product is easy for the consumer to understand.
Ellida has worked with and been responsible for almost every part of the product flow, from purchasing to customer service. This has given her a strong understanding of how the bigger picture and the supply chain are connected. She also sees clear similarities between her previous workplaces and Beslag Design: ambitions for growth, short lines of communication and a long history to build on.
For her, the product is at the heart of the business. What makes working with products and ranges particularly exciting is the combination of creativity, commercial thinking, strategy and analysis. But a fantastic product is not always enough on its own.
– If a product is not given the right conditions, it will not be received by the market in the way you expect. I look forward to working with the entire product journey throughout the organisation and, together, maximising the potential of every product.
Materials, form and function – the details that create the bigger picture.
A range to discover, develop and challenge. During her first weeks, Ellida is most looking forward to getting to know the range and the people. As a colleague, she describes herself as curious, positive and loyal – and as someone who sometimes talks a little too loudly and a little too much.
She prefers to find inspiration away from the screen: in classic interior magazines, at art museums or by observing people around the city with a coffee in hand. Right now, she is drawn to earthy tones, wood, stone and suede, the aesthetics of the 1970s and classic Danish design.
Curiosity, clarity and a strong focus on products. Nine quick answers – from style and ways of working to the first cup of the day.
A warm welcome to
Beslag Design, Ellida!
