Medico Sports Fashion, the German sub-licensee of Fila for Continental Europe, has reorganized its sales structure for the DACH region, with the goal to help establish Fila among the top five sports brands in Europe. It says that Fila has achieved annual retail sales in the “upper three-digit-million-euro range” in Continental Europe, after recording dynamic growth in 2019.
Since August, Eddi Hedayati has taken over the position of country manager for Germany, Austria and Switzerland. The 38-year-old comes from a German eco fashion brand, Armedangels, where he most recently worked as head of wholesale. He will be supported by Matthias Frank in the role of senior sales manager. The 40-year-old previously held similar positions for Kangaroos and Puma.
Medico also wants to expand online trading for Fila. Lisa Schultz has taken on the newly created position of e-commerce manager. The 38-year-old, who previously worked for the digital shopping clubs Vente Privee and Showroomprivee, is also expected to accelerate the development of Fila’s marketplace business and its digital wholesale operations.
The new sales management structure also introduces changes in local sales agencies in the three countries.
