Hjartbo leaves MyTravel for Sterling

MyTravel Airways Scandinavia purchasing manager Lars Hjartbo is to join Sterling Airlines. The move will see Hjartbo heading up duty-free operations for one of the Nordic region’s most ambitious low-cost airlines.

 

Hjartbo has been responsible for guiding growth on board MyTravel, recently acquired by the Thomas Cook Group, and establishing it as one of the biggest airline retail operations in the world. Hjartbo has been a keen advocate of equitable pricing for airline retailers, and pulled no punches during his time at the company, going so far as to delist major brands that would not show flexibility on margin requirements. His retail philosophy—including a recent focus on technology-driven pre-order sales—has worked, with MyTravel registering sales in excess of $100m in 2007.

 

MyTravel has yet to appoint a successor. Buyer Niels Holmstrup will be assuming Hjartbo’s responsibilities in the interim.