Icebreaker has reinforced its European team with three regional managers for sales and marketing, as it continues to build on its merino-based outdoor products to move into adjacent categories.
Ibrahim Can, former country manager in Switzerland, was appointed in March to supervise sales in the German-speaking countries, Eastern Europe and the Middle East. Carine Maubon, who was already at Icebreaker's European head office in Starnberg, Germany, is supervising sales in France, Spain and the Nordics, while providing support for distributors in other countries. These include a new partner in Spain, Snow Factory, which already sells La Sportiva and Ultimate Direction, among others.
Due to these changes, Icebreaker is not replacing Sven Baxmann, the German country manager who left to become global director of sales, retail and business development at Roeckl, the German company specialising in gloves. Neither will Icebreaker replace Benoit Gazagnes, former country manager for France and Spain, who switched to Petzl earlier this year, as national sales managers in these countries are to report directly to the regional wholesale managers. They are in charge of sales, key accounts and part of the product panel that ensures European influence on Icebreaker's product development.
As previously reported, Caroline Faidherbe switched from the Adidas Group earlier this year to become Icebreaker's head of marketing for Europe. The national marketing managers who previously reported to country managers are now reporting to her.
The changes came as Peter Ottervanger, Icebreaker's general manager for Europe since October, began to implement a more consumer-centric structure and strategy. He is targeting balanced growth in partnership with retailers, with mid- to high single-digit annual sales growth and improvements on an already ample operating margin.
The strategy calls for Icebreaker to reinforce its position at the upper end of the merino outdoor apparel market.
At the same time, the company is diversifying into other categories. It has adopted Cool-Lite, a fast-drying natural fabric blending merino with Tencel, which is suitable for summer casual, outdoor and running products. Some of them have integrated designs such as mesh panels that target runners. Others, such as the award-winning Kala dress, are clearly meant for more relaxed outdoor activities or just casual wear.
Ottervanger says this is aligned with market trends, as outdoor retailers are striving to expand sideways. At the same time the move is meant to achieve a more balanced seasonal mix. While winter products accounted for about 70 percent of European sales two years ago, investments to build up an all-year offering have significantly enlarged the share of spring products.
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