Baxmann is responsible for strategically developing and implementing Icebreaker’s wholesale business strategy in Germany, and integrating Icebreaker´s global efforts around retail and eCommerce to provide an integrated approach in that market. He is based from Icebreaker’s office in Starnberg, Germany.
“Sven has achieved great results with the premium brands he had to develop, and we look forward to him applying his leadership skills and experience to further promoting Icebreaker across Germany,” said Max Hofbauer, General Manager – Europe of Icebreaker.
“Icebreaker is an exceptional brand with unlimited potential, and I am excited to be a part of the team and to help lead it to the next levels in the German market,” said Baxmann.
Baxmann comes to Icebreaker from Iko – Corratec, a retailer and manufacturer of sporting goods and bicycles, where he was general manager of business development and a member of the executive board. Baxmann has also held international sales leadership positions with Van de Velde, a premium lingerie manufacturer, and Triumph International, an international underwear manufacturer.
Launched in 1994, Icebreaker was the first company in the world to develop a merino wool layering system for the outdoors. It was also the first outdoor apparel company in the world to source merino directly from growers, a system it began in 1997.
Icebreaker merino clothing for the outdoors, technical sports and lifestyle includes underwear, mid layer garments, outerwear, socks and accessories for men, women and children. Icebreaker is based in Wellington, New Zealand, and is sold in more than 3000 stores in 43 countries.
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