Addressing Thomas Sabo’s UK retail partners for the very first time, the new managing director Tony Björk promised the brand will be strong going forward.

Björk, who was announced as the new boss for the UK earlier this month, has worked for Thomas Sabo for over five years and worked closely with Mr Sabo to bolster business for the brand in Scandinavia.

Now, alongside remaining as the managing director for Scandinavia, he is looking to drive growth in the UK and see the brand live up to its potential.


Talking exclusively to our editor, Björk revealed he has three focuses for his first year in charge. These are: A digital transformation, profitability, and the brand itself.

He explains: “Digital transformation I believe is the key to being successful. We need to communicate with our customer in a way that is much faster moving than we did years ago. As a brand, I want us to be one of the role models in this.

Secondly, profitability is very important, so we will really work on average transaction values, conversion rates, and assortment. We need a strong brand and strong assortment to be successful today. That is is key to how we drive conversation and ATV.”

Lastly, Björk will be working on strengthening the brand, and will be spending his first days in charge listening to feedback from retail partners and understand the needs for the UK market.

I see our brand as a leader going forward and partnering up with our partners and treating all our customers individually,” Björk shares. “There is no template for treating customers the same. Everyone has different needs and we need to be a role model of treating the customers individually.”

Professional Jeweller’s exclusive interview with the new UK managing director will appear in the August issue.