Masek will be responsible for strategically developing and implementing Icebreaker’s wholesale business strategy in Eastern Europe, and integrating Icebreaker´s global retail and eCommerce strategy in the territory. He will be based in Icebreaker’s office in Prague, Czech Republic.
“Ladislav has achieved great results with Icebreaker mainly in Russia and Ukraine, and we look forward to him applying his leadership skills and experience to further promoting Icebreaker across whole Eastern Europe,” said Max Hofbauer, General Manager – Europe of Icebreaker.
“Icebreaker is an unique brand with enormous potential and I am really excited to be a part of the team and to help build business growth and synergy across the Eastern European region,” said Masek.
Masek came to Icebreaker from Mammut, a manufacturer of premium outdoor apparel from Switzerland, and has 14 years experience in the outdoor industry in Eastern Europe.
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.
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