Bag and backpack brand Eastpak has announced the appointment of its new CEO, Massimo Ferrucci. The native-born Italian has succeeded his predecessor Thomas Hieman with effect by September 1, 2011. Ferrucci brings along a vast experience after he successfully had been managing the company 7 For all Mankind for three years. There, he supported the brand's launch in Europe and afterwards was responsible for the further development of the organisation of 7 For all Mankind in entire Europe. According to Eastpak, the company is convinced that Ferrucci’s previous experience and his commitment will help Eastpak with its further expansion into to a global lifestyle brand.