Wengstrom’s most recent role was as marketing director at Stora Enso Wood Products, and she has previously worked for brands such as Daily Sports, Geberit, Statoil (now Circle K), BMW and Swedbank – both as an employee and as a brand strategy consultant, Coloreel said in a media release.

Swedish company Coloreel has appointed Elin Wengstrom as the new vice president (VP) marketing. Wengstrom has more than 20 years of experience in leading positions within branding, marketing and communications. She joined Coloreel in mid-August and will be based in Stockholm. Her most recent role was as marketing director at Stora Enso Wood Products.

Torbjorn Back, CEO Coloreel, commented: “I am very happy to welcome Elin Wengstrom to Coloreel. She will be important in our work to build the Coloreel brand, and she will play a crucial role in our international expansion. With her combined experience and competence, I am convinced that she can lead our marketing successfully.”

Wengstrom said: “I am thrilled to be able to build a brand around a world-unique and patented product, which can truly revolutionise an entire industry in a sustainable way. Building a strong brand is always a team effort, and I look forward to developing Coloreel together with my colleagues. We will focus on increasing awareness of our pioneering technology to create a solid foundation for global growth.”

Coloreel is known for a technology that modernises digital embroidery. By digitising and streamlining an otherwise rather complicated process, Coloreel offers a new way of using embroidery for the textile and fashion industry. The technology enables both accurate colour reproduction and creative effects, such as gradients and textures not possible to produce before, the release added.

Fibre2Fashion News Desk (KD)