PHI Adds Creative Director

South San Francisco, Calif. —PHI has hired Kirsten Sedestrom for the new position of creative director.

She reports to Chief Operating Officer Mark Grand and is responsible for trend analysis, creative direction, and communication to design and sales teams. She will also educate clients on retail market trends and global design influences.

“As mass market suppliers compete for pricing, we feel we can add value by providing our clients with fashion-forward solutions,” said Grand. “Kirsten Sedestrom's track record in creating successful products based on her ability to sense trends in the marketplace adds an important element to the strength of our existing team.”

Sedestrom has 18 years of experience in the fashion and textiles industries, and was creative director of Riviera/Van Beers, a San Francisco design and product development firm.

Her background includes experience in home and children's trend and product development at Mervyn's. She also created her own exclusive line of girls clothing under the Cupcake brand that was carried at Nordstrom and specialty stores nationwide.

“Kirsten represents another step in moving the company to a higher fashion level,” added Grand. “We had been known for quilts and traditional bedding, and have been gradually transforming our image. We want to appeal to a larger segment of the retail market by developing an expanded fashion presence.”