KJUS: Didi Serena Passes CEO-Baton To Nico Serena

HUENENBERG, Switzerland — February 2nd 2017 — Swiss premium sportswear brand KJUS kicks-off the year with a new organizational setup effective as of January 2017 and announces a major transition in its lead. After 16 years as CEO, KJUS co-founder Didi Serena is handing over the lead of the company to his older son Nico Serena  — now CEO and Co-President — and his longtime business partner Reto Holzmann — now CFO/COO and Co-President. As a result, the company repositions its Sales Force and introduces a Head of Global Marketing and Ecommerce. Serena’s younger son Sven relocated from Shenzhen to Switzerland in order to take over the responsibility for the supply chain. Before, he had established the KJUS R&D Center for more than four years, which has recently been moved from China to Vietnam.

“We have always worked very closely together and started the change process months ago. I am proud and very happy that Nico follows my footsteps,” says Didi Serena. “The company has been family-run from the start and I think this is the best way to continue the success story that KJUS has written so far.” Didi Serena will now focus on his role as the Board of Directors’ chairman and define the long-term direction together with the members of the Board of Directors. Furthermore, Didi will continue fostering the relationships with key players in the industry in his role as the co-founder of KJUS.

Until December, Nico Serena led the Marketing and Product departments as executive vice president and Member of the Board. In this position he successfully expanded the range by a golf wear collection and started to transform the company into a digital player. “I am very excited to take over from my father and to actively shape our success and leadership in a challenging marketplace,” he states. “I want KJUS to become the world’s finest sportswear brand.”

One of his first actions is the DRIVE2020 strategy, which will ensure an ongoing growth in all segments: Ski, Golf and Active Lifestyle. The redefined core values reflect Nico Serena’s approach of leadership and corporate culture to continue KJUS’ development as an innovative and attractive employer. “Our employees are our most precious asset; they are the beating heart of KJUS. We want to offer the perfect environment to create premium products and services for the ski and golf enthusiast of tomorrow. “

Reto Holzmann who has been with KJUS for more than 10 years, has been announced Co-President and will keep the responsibilities of CFO and COO. “I am very happy to have an experienced partner like Reto on board for our journey to the top,” Nico Serena adds. They have collaborated closely over the past years and will continue bringing together their expertise in order to meet the company’s economical and strategic goals.

Head of Global Marketing and Ecommerce Christian Mascarenhas kicks-off new marketing strategy

To establish KJUS as the world’s finest sportswear brand, the enterprise has reinforced its Marketing Department and signed Christian Mascarenhas as new Head of Global Marketing and Ecommerce. Mascarenhas launched his first campaign for KJUS this winter and introduced the world’s first fully knitted ski jacket Freelite leveraging the advantages of a consumer-centric cross-channel campaign. “With KJUS, we have the chance to rethink what is possible today and come up with solutions that matter to our audience and always have the consumer benefit in mind.” Before he joined KJUS, Mascarenhas was running brand communications for Oakley in EMEA and headed the marketing of men’s fashion brand Strellson.

Strong Sales Force about to attack the ski, golf and lifestyle markets

“We have great skills and the best expertise within our team,” says Timo Regier, Executive VP Sales. “That’s why it was natural and just a matter of time to extend some responsibilities.” As a result, Brooke MacKenzie, Managing Director of KJUS North America, joined the Board of Management last summer. Rainer Fink, Head of Sales Germany, will fulfil the Head of Sales Central Europe position. Andreas Orehounig, former Sales Manager Golf Germany, takes over additional responsibilities as Sales Manager Golf Continental Europe. Head of Sales Austria, Herbert Bründlinger, additionally leads the Italian sales team.

To keep up with the growing demand in the UK and Ireland, Alistair Brown, so far Sales Representative UK, was promoted Sales Manager Golf UK and Ireland. Newly hired Sales Representative Golf Southern UK, Nicole Taylor, will support him within these promising markets. Regier adds: “With this strong team, we will be able to attack the ski and golf markets in order to even enhance our leadership status in the industry.”

Posted February 7, 2017

Source: KJUS