Champion is continuing the process of reinforcing its sales apparatus in Europe, taking advantage of a strong demand for its products all over the world. Resorting for the most part to experienced industry executives, it is now directly covering all the five major European countries, after replacing many agents with sales employees throughout the territory.
The latest move in this direction has been the establishment of a full-fledged French sales subsidiary, which will be followed by the opening of a showroom in Paris. The new operation is headed by a new country general manager, Boris Babel, who has otherwise been the sales manager for Vans in France since June 2015. Prior to that he spent seven years with Nike France as business development manager until July 2013.
Headquartered in Italy, Champion Europe has had its own subsidiaries also in Germany, the U.K. and Spain for many years, but these operations have been strengthened recently, and the German one will soon set up a showroom in Nuremberg.
Chris Haggarty is still the managing director of Champion Europe's office in London, which takes care of the U.K. and Ireland as well as the Benelux countries, but he is now assisted by two new managers. Lindsay Day, a former executive of Adidas, last year became the brand's U.K. sales director, aided Conay McIlroy as key account manager for the U.K. and Ireland.
The country managers report to Joe Monahan, who, like Haggarty, has worked for Champion Europe for 17 years and who became its chief executive last September. He took one of the functions of the former owner, Sauro Mambrini, who sold the company to Hanesbrands three years ago and is still serving as president. Monahan has been assisted since last June by a new international key account manager, Giammarco Bartolomucci, who previously spent five years with Nike and five years with New Era Cap.
Meanwhile, Champion is looking for premium locations in major European cities for its new flagship store format. Stores of this kind were recently opened in London and Amsterdam, and an older store in Florence has been refurbished based on the new concept.
