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Wolford to centralise its European marketing and sales operations
Austrian hosiery company Wolford has announced plans to centralize its sales and marketing organisation.
A single team based at the company’s headquarters in Bregenz will lead the activities for the Europe, Middle East and Africa (EMEA) region, instead of nine sales organisations throughout Europe.
The company is also focusing on the platform strategy in America and Asia through its business hubs in New York and Hong Kong.
The structural reorganisation announcement comes as the company reveals plans to strengthen its headquarters’ management capabilities. All sales and marketing activities will be overseen and supported by the office in Bregenz.
Additionally, the marketing team will expand to include Trade Marketing, Visual Merchandising, Marketing Communication and Art Direction activities. 20 new jobs are expected to be created in Bregenz as part of the new structure.
The changes will also apply to the company’s Production, Logistics and Sales staff.
“The far-reaching reorganisation of marketing and sales is the logical result of the resolute orientation of the entire company to retail requirements and thus to the end customer, regardless through which sales channel they are reached”, said Ashish Sensarma, who has been CEO of Wolford since 2015.
The company is also currently working on optimising its online and offline sales experience, including a new appearance for the global online boutique and the implementation of a new shop concept.
The brand, known for its premium hosiery and underwear for women, has set a goal of gradually increasing its EBIT margin to 10% as it looks to position itself further in the luxury segment.
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