In the wake of a management shake-up at the German casual fashion brand Brax, the footwear licensee Profectus Brand Construction has appointed new area sales heads after Ralf Düsterdiek, the brand’s sales manager, stepped down in July this year, after just seven months in the job to join Ara Shoes.
Thomas Koch is the new sales manager for southern Germany (i.e. the Bavaria, Baden-Württemberg, Rhineland-Palatinate and Hesse regions), while Profectus’ managing director Ulrich Hauer will be in charge of existing customers as well as central and northern Germany.
Last year, Profectus, a development, marketing and consultancy firm based in Bad Oeynhausen, in Germany’s North Rhine-Westphalia region, acquired the full license for Brax shoes starting with the fall/winter 2020 collection.
According to the deal, it will manage not only the entire product development of Brax women’s and men’s shoes, but also the sales department.
Until 2019, Hauer worked with Brax in an advisory capacity, helping set up the company’s licensing department.
The brand Brax was established in 1888 in Berlin and is now headquartered in Herford, a town in Germany’s North Rhine-Westphalia region. It employs more than 1,280 people. Brax products are sold worldwide through a network of specialist retail partners in over 1,800 shop-in-shops and 100 freestanding stores in Germany, the rest of Europe and Asia.
In June, Brax announced plans to carry out extensive structural changes, accelerating the transformation process it started before the coronavirus crisis.
On that occasion, the company said that wholesale sales were hit the hardest, significantly weighing on the company’s results in 2020 and beyond, and that the future outlook suggested that the fashion industry will not recover quickly from the pandemic. Brax forecast a drop in sales of approximately 22 percent to around €250 million this year, down from €320 million in 2019. The company also announced 120 to 140 job cuts in all areas and levels at its headquarters.
At Ara Shoes, Düsterdiek will be in charge of sales for the Hamburg and Schleswig-Holstein regions. The company also appointed Marcus Welling to cover the North Rhine-Westphalia area. Welling has been working in the company’s sales department for over 20 years.