Reebok has officially opened its European Headquarters in London and named Marc Le Roux ta take charge as CEO for Europe on Oct. 6, signaling a renewed focus on regional operations and market growth.
The move signifies a major investment and “homecoming” for the sports brand, which was founded in England. Its owner, Authentic Brands Group (ABG), is looking to accelerate European retail expansion and strengthen its performance and women’s categories.
Owned by ABG since 2021, Reebok is setting a new course for its business in Europe by establishing a dedicated regional headquarters in London. The new office, which will serve as a “strategic command center,” is part of a push to implement a “locally led strategy” for long-term growth across the continent.
More details:
- New CEO: Marc Le Roux has been made the new CEO of Reebok Europe. Le Roux brings extensive industry experience, including 15 years in various roles at Adidas, which previously owned Reebok.
- Location: The new headquarters is located at Arthur Stanley House, 40-50 Tottenham Street, London, and will work closely with Reebok’s Global Design Hub in Boston.
- Operating partner: The European business is operated by GB Brands Europe, a joint venture between Galaxy Universal and Batra Group, which holds the Reebok license for the territory.
- Focus: The London-based team will be accelerating the brand’s retail expansion and boosting its presence in women’s and performance products.
The bottom line: The combination of a dedicated European HQ in London and the appointment of an industry veteran like Le Roux underscores ABG’s commitment to revitalizing and scaling Reebok’s brand identity and sales across Europe.
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