Anthony Cazottes has been recruited by PPR, alias Kering, to act as sales director of Electric for Europe, the Middle East and Africa. He was most recently the sales director of Oxbow, the French surf brand. He has worked for 15 years in the action sports industry, first at Quiksilver Europe and then at Nixon. At Quiksilver, he notably developed the Corner concept for DC Shoes soon after its acquisition. From 2008, he spent four and a half years at Nixon in Europe, while it was under Billabong International's control, rebuilding the sales team. PPR bought Electric along with Volcom in 2011.

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