New CEO at H2OFagerholt

H2OFagerholt is focusing internationally and welcomes Michael Lillelund as its new CEO

What started in 2019 as a collaboration between designer Julie Fagerholt and H2O Sportswear was quickly established as H2OFagerholt, a strong fashion brand at home in Copenhagen, Denmark. At the beginning of 2023, H2OFagerholt A/S was established as an independent sister company to H2O Sportswear A/S with the designer couple Julie & Bex Fagerholt as co-owners.

The clear objective is to follow up the great success on the domestic market internationally. That is why we at H2OFagerholt are very excited to have Michael Lillelund on board as CEO, just as we welcome him as co-owner of the company.

Michael has a successful track record in giving brands an international presence, including a boost in business and innovation along with an increase in brand value. He has a very strong international career behind him with impressive brands such as Shamballa Jewels, Shamballa Eyewear,, 818 Tequila and others.

 ”H2OFagerholt's success in DK and the way the customers have embraced it testify to its unique style. I am looking forward to taking my expertise with me to H2OFagerholt and to launch the brand globally. It is also a pleasure to work in good company with Julie Fagerholt, who is known for her exceptional styling skills and heritage in urban elegance,” shares Michael Lillelund. 

The team has been further strengthened with an international sourcing manager, a brand manager and e-commerce director. H2OFagerholt currently has agents and representation in 12 countries and is sold in over 100 stores around the world - most recently 16 new stores have opened in South Korea. International PR work is an important part of the expansion strategy.

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About Michael Lillelund

Michael Lillelund, a passionate entrepreneur and astute investor, has been part of the fashion and lifestyle world for over two decades. His passion for entrepreneurship and taking Danish businesses to the world has earned him a reputation as a driven businessperson. He is known to partake in his business ventures actively and is known to making unique high-fashion collaborations such as Palm Angels and Moncler, to name a few.

Michael has been instrumental in putting many humble Danish businesses on the global map. His acumen for sales and retail has given many ventures an impetus as lifestyle and fashion-centric brands. Before taking over the responsibilities at H2OFagerholt, Michael was also a partner at Shamballa Jewels. He was responsible for making it a global high-end jewellery brand. He owned the U.S. distribution and consequently founded Shamballa Eyewear, where he served as CEO.

His expertise has always been to grow and launch brands within lifestyle, fashion and sustainability. He has a keen sense of design and brand articulation. He has led several teams with strategic marketing and innovations and built strong global relationships across businesses. Some of the names that Michael is closely associated with include Jay Z, Valentino Garavani, Cavalli, The Kardashians, Justin & Hailey Bieber, Travis Scott, Lily Collins and others. Some of these have invested in Michael's ventures and supported his business aspirations.

In 2009, he also co-founded and today continues to support the journey of 42° RAW, which serves plant-based snacks and drinks. He was a seed investor in, which was sold to CustomInk.

818 Tequila, founded by Kendall Jenner, which he is an investor since it’s inception, is now the 3rd largest tequila brand in the U.S.A. - a feat achieved within 2-years.

Similarly, MATE.BIKE International Michael's previous investment received design awards and scaled the ladder to be present in over 80 countries.

Two decades of experience in successfully scaling businesses has given Michael a humble outlook making him a master at his trade.

In 2012 at the age of 26, Michael was named a Global Shaper by the World Economic Forum, for his achievement.