2023-05-26 06:05Press release

Petra Öberg Gustafsson new MD of Fristads

Petra Öberg Gustafsson new MD of FristadsPetra Öberg Gustafsson new MD of Fristads

Petra Öberg Gustafsson has been appointed as the new MD of Fristads. Öberg Gustafsson is currently the CEO of Teng Tools and has previously held senior roles at SKF as well as several board assignments. Now she is taking on the challenge of driving the transition to a more sustainable production of workwear and of halving Fristads’ emissions by 2030.

“Getting to work with a brand that is so strongly associated with quality as Fristads is both exciting and honouring,” said Petra Öberg Gustafsson. “It is inspiring to see how Fristads dares to challenge the industry when it comes to innovation and sustainability, and I look forward to contributing to continued growth and transitioning to a more sustainable production together with all the knowledgeable and creative team members.”

Petra Öberg Gustafsson will assume the role as MD of Fristads in August and succeeds Anders Hülse, who was appointed President of the PPE division at Hultafors Group in January 2023. Fristads is a part of Hultafors Group, which in turn is owned by Investment Latour AB. Öberg Gustafsson will also be a part of the management team for the PPE division of Hultafors Group.

”Petra is a perfect match for this job and I feel safe leaving Fristads in her hands. Her competence and drive will be valuable both to Fristads and Hultafors Group PPE going forward,” said Anders Hülse.

Öberg Gustafsson most recently comes from the role as CEO of Teng Tools AB and board assignments for H. M. Albretsen Verktøysikring and Uveco AB. She has previously held senior roles at SKF and will continue to sit on the board of Ages Industri AB.

About Fristad's sustainability work
Fristads aims to halve its CO2 emissions by 2030 and an important piece of the puzzle along the way has been the launch of the world's first environmentally declared clothing collection. In recent years, Fristads has developed several groundbreaking collections, most recently two high-visibility collections where all garments have an Environmental Product Declaration, or EPD. Fristads has also developed a digital service, Green Calculator, where customers can easily compare the environmental impact of their choice of workwear. Read more about Fristads’ sustainability work at fristads.com.

About Fristads

Fristads has challenged and driven the development of durable and functional workwear since 1925, always with professional workers in mind and with innovation and sustainability as drivers. Our range of clothing includes classic as well as contemporary garments for a wide range of industries and our garments are made to meet the highest standards when it comes to quality, safety and comfort. Fristads is part of Hultafors Group, which is owned by Investment Latour AB and offers a broad portfolio of products and brands catering to professional craftsmen. Read more about Fristads at www.fristads.com.


Sofia Bennegård
PR and Communications Manager
Sofia Bennegård