Change that works

I’m Piia Äppelqvist, founder of Branchwell, with over 15 years of international experience in buying, assortment strategy, and business transformation. Former employments include e.g Zalando, Designtorget, Björn Borg, Anora and Happy Socks. I work fluently in three languages, English, Swedish and Finnish and have a BFA in Fashion Design & Marketing from Regent's University, London. 

With over 15 years of experience across international fashion, retail, and wholesale environments, I've worked hands-on with buying teams, suppliers, and leadership across complex, fast-moving organisations.

My background spans buying and assortment management, sourcing and supplier collaboration, planning, and process development, often in situations involving growth, restructuring, or transformation. This experience gives Branchwell a grounded understanding of how commercial decisions, organisational structures, and culture interact in practice — not just in theory.

My work has been shaped by time spent inside businesses, working closely with cross-functional teams to improve performance while building ways of working that are sustainable over time.