Geox has named a seasoned industry veteran, Martin Berendsen, to be its new country manager for the U.S., and the company is recruiting a high-caliber international sales director following the departure of Guido Pullini. A key figure in the international development of Geox, the latter had been most recently assigned to develop the U.S. market, but he is now general manager of Diadora Sport, the company recently acquired by Mario Moretti Polegato, chairman and majority shareholder of Geox.
Berendsen ran Reebok in the Netherlands for several years before moving to the U.S., where he ran the U.S. subsidiary of AirWair. Under him, sales of Dr. Martens shoes skyrocketed, representing at one point about half of global sales under the brand. Aside from other stints and projects, he was subsequently involved with Caterpillar Footwear and spent a short time at VF Corporation's European office in Switzerland, taking care of Vans and other brands owned by the American group.
Separately, Geox has teamed up with a leading Dutch agency, Fros International, for the Dutch market. Fros already sells a flurry of sports and fashion brands from Lacoste to Kappa, Berghaus, Chiemsee, Killy and Munich, along with footwear brands from Dr. Martens to Serafini and Greve, with the recent addition of Nooitgedacht ice skates.