aim'n appoints Samuel Holst as Head of D2C

The former Gant and H&M Move executive joins the female-founded wellness brand to accelerate direct-to-consumer growth and elevate the customer experience across all channels.

Halmstad - September 28th, 2026

aim’n Sportswear today announced the appointment of Samuel Holst as Head of D2C. The recruitment is part of the company's strategy to build a world-leading brand experience and strengthen its direct-to-consumer business across all channels.

Holst joins aim’n from Gant, where he most recently held the position of Global Head of Online Marketing and Loyalty. He previously served as Global Head of Marketing and Communication at H&M Move.

With a career spanning both fashion and sportswear, Holst brings extensive international experience in digital growth, customer loyalty and brand development. In his new role, he will be responsible for developing and scaling aim’n's direct-to-consumer business, with a focus on e-commerce performance, customer retention and the continued expansion of aim’n’s international customer base.

"Samuel has a rare combination of fashion and sport expertise, backed by a strong track record in digital and loyalty on a global scale. As we continue to grow internationally, our direct relationship with the women who wear aim'n matters more than ever. We are thrilled to welcome him to the team," says Robin Mostacero, CEO at aim’n.

"I’m incredibly excited to join aim’n and become part of a brand that has built such a strong connection with its community. The company’s growth journey to date has been remarkable, driven by an outstanding product offering and a clear purpose. I look forward to helping accelerate the next phase of growth and continue inspiring and empowering people around the world to embrace a healthy and active lifestyle,” says Samuel Holst.

Samuel takes up his position 30th of November 2026.