Craft Sportswear North America has named Eric Schenker as its new chief executive officer.
Schenker previously held the position of director of sales and marketing and will take over the role of CEO on his 10-year anniversary with Craft. "I am proud of what wee accomplished in the last decade," Schenker said.
"Knowing the products that we have in the works and the fantastic team around me, the next 10 years should be pretty amazing. Craft's brand statement is 'Enjoy The Hard Work' and that couldn be true for me."
Under Schenker's direction, Craft will implement an aggressive five-year strategic plan with major investments in inventory, marketing and sales leadership. In addition, Craft will be launching into the corporate apparel category with a new athletic collection of products specific to the North American marketplace.
The transition also coincides with the launch of Craft's newest base layer collection, Be Active Comfort. The contemporary collection offers high performance with a casual feel and a great price point.
"Forty years ago Craft created the world greatest base layer," Schenker said. "Now, 20 million base layers later, wee doing it again with the Be Active Comfort line." Both Craft's outgoing CEO and its parent company, New Wave Group, expressed confidence in Schenker appointment.
"Eric's leadership and in-depth knowledge of the brand and industry will be of great value in taking Craft to the next level and growing our market position," said Torsten Jansson, managing director and CEO of the New Wave Group.
Huub Valkenburg, who established the Craft distribution in North America, will relinquish all executive responsibilities and join the management board of Craft North America.
"I've had the distinct pleasure of working closely with Eric for 10 years, and I know that he the right person to lead Craft in the years ahead," he said.
Craft focuses on training apparel for cross-country skiing, biking, running and alpine skiing.
