After L-GAM has become majority investor of Woolrich International, Woolrich Europe will take full direct control of the German & Austrian markets via the buy-back of its joint-venture with minority partner, Komet und Helden and expects this transaction to be completed by the end of 2020.
To support this development, Dirk Pracel joined the company on October 12 as country sales director, with all current Woolrich Germany sales, marketing, and customer service staff to remain in the new entity.
Dirk Pracel comes to Woolrich from Sportalm Kitzbühel, where he most recently was global sales director. Prior to this, he held positions of increasing responsibility at VF/Napapijri as DACH country director.
Stefano Saccone, CEO, Woolrich, commented: “I am excited to welcome Dirk to Woolrich and start working together again. Dirk is an experienced professional with an impressive track record of successfully developing premium brands in the region and will be an invaluable contributor to our overall management team as we work to build the brand and business.”
On his appointment, Pracel added: “The new journey with Woolrich fits perfectly into my DNA, from a professional and a personal perspective. For me this step means a fantastic symbiosis, on the one hand to be allowed to work with a new hand-picked top management in which I express my 100% confidence in Stefano and team and on the other hand to stand for an honest brand, whose authenticity and heritage is unique in the market. I see a huge opportunity to further develop the lifestyle potential of the brand and to strengthen and consolidate a clear brand positioning in the DACH- market.”
As part of the strategy a new Munich showroom of 400 square meters in Lodenfrey-Park, Osterwaldstraße, 10, Haus H is scheduled to open for the upcoming 2021 Fall/Winter season.
Woolrich operates 10 retail stores in the region, along with 180 dedicated points of wholesale distribution.