Didi Serena, the Swiss sporting goods industry veteran who controls the fast-growing Lasse Kjus brand of sports apparel, has decided to give new responsibilities to his 29-year-old son, Nico, after hiring two other top-notch executives. Nico Serena, who has been in charge of LK International’s sales lately, will now take care of product development, replacing Sandra Rueckwold, who left this past summer. He had been previously handling sales in Switzerland of LK as well as Galvin Green and Brax at Trisport before his father left and took over the LK business. Last February, Didi Serena, who remains chairman and chief executive of LK International, hired a new marketing and sales manager, Daniel Schaffo, who served time with Falke after working with Serena at Odlo. Another new recruit is Patrick Steinhilber, who worked the last 10 years for Nike. He will take care of international sales and key accounts, reporting to Schaffo. Sold in 29 different countries, the Lasse Kjus apparel line is expected to generate sales of more than 40 million Swiss francs (€25.9m-$33.4m) this year, 44 percent more than in 2007. Thanks to its high positioning, it is particularly strong in the USA, where LK’s only foreign subsidiary is profitable in spite of the recent weakness of the dollar.