Zalando has announced the appointment of Nina Graf-Vlachy as its new General Manager for sports, effective August. This move is part of Zalando’s strategy to enhance its sports lifestyle offerings. Graf-Vlachy, who previously held the role of managing director of central Europe at sportswear company Puma for over a decade, will report directly to Martin Rost, senior vice president of customer propositions at Zalando.
This new role was created to foster a “stronger and more holistic approach to the sports category,” aligning with Zalando’s strategic focus announced in March, which aims to delve deeper into lifestyle propositions. The company has already made enhancements to the sports customer experience, including the rollout of inspirational editorial content and the introduction of brands such as Lululemon, Hoka, and On.
Martin Rost expressed his enthusiasm about Graf-Vlachy joining the team, stating: “We are excited that Nina is joining our team, as she has tremendous experience in the sports industry and will help us with expanding sports even more as a lifestyle proposition. As the year of sports is in full swing at Zalando with major sporting events happening in Europe, Nina’s arrival couldn’t be more timely in this regard. I’m very much looking forward to working with her on turning sports on Zalando into the leading destination for sports enthusiasts in Europe.”
Graf-Vlachy also shared her anticipation for her new role: “Zalando’s strategic direction is exciting for me as sports plays a prominent part in it. I am happy to bring in my experience and industry knowledge and join Zalando to lead the team on this journey to build up the sports proposition for customers, in partnerships with brands.”
