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GET TO KNOW: Thomas Sabo’s new managing director for UK & Ireland


Thomas Sabo may have experienced a few leadership changes in the UK & Ireland recently, but it remains buoyant about its future, especially as the reins for the region have now been handed to someone with a proven track record of success for the brand.

Meeting the new managing director at an event for wholesale partners in London, first impressions reveal he is confident. He’s confident about the brand, confident in its growth opportunities, and confident the UK will remain the second most important market for Thomas Sabo.

Tony Björk is a man who has already delivered growth for Thomas Sabo in Scandinavia, a region he will continue to manage alongside the UK & Ireland, and has worked closely with the eponymous founder to do so.

As its second most important market, Thomas Sabo is now looking to work even closer with the UK to help make sure it understands the demands of its retailers and customers.

Here is a snippet of our interview with Björk, as he sits down with our editor, Stacey Hailes to help us get to know him a little better.

What will you miss most about living full-time in Scandinavia?

My family.

What’s your favourite sport?

I like a lot of sports. My background is actually the sporting goods industry. But I think my favourite sport is actually golf.  I have played in the Swedish national golf team.

Favourite food?

I love food. I eat a lot. Any specific favourites? I think seafood and fruit.

What do you do to relax?

I don’t relax often but what I do to relax, I actually work with my hands more. We have a summer house we use for vacations and my father was a carpenter — so I really like to build things or work on the house. So work makes me feel relaxed.

What’s the best piece of business advice you have ever received?

I’ve picked up a lot from different people, but I think the best business advice I actually learnt myself and I would say it is hard work. I don’t believe you can really achieve things by being lazy or too smart, I think you need to work hard. I would say especially now, if you look at the situation the industries are in, the challenges we are facing, you need to work harder for your pound today than before. So work harder and work in the right way.

Best holiday destination?

My summer house in Njutånger, Sweden. If you translate to English it would be ‘pleasure bay’ or something like that.

If you could have three people for dinner, dead or alive, who would you choose?

I would say for sure Mr Sabo. He’s a great man and he has done a great thing. He’s working hard and has a lot to tell. And then I would say the Queen of England. To spend time with her would be amazing, I think she is a brilliant woman and stands for good values. And then there is a guy called Severiano “Seve” Ballesteros. He’s a golfer. And this guy is a real family guy and I value my family and my Thomas Sabo family, so I think he has good values, and he made magic on the golf course.



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