In this new executive leadership position, Dion is responsible for driving Icebreaker’s multi-channel strategy that will see the expansion of digital marketing and the introduction of select retail stores across Europe in addition to growing the exclusive wholesale network of Icebreaker resellers.
Dion, a New Zealander, comes to Icebreaker after 27 years with the UK’s number one specialist ski clothing & equipment retailer, Snow+Rock, where he most recently held the role of Chief Executive Officer. During that time Dion grew Snow+Rock’s sales revenue to over £70m. He describes himself as Kiwi at the core with a European exterior.
“I am looking forward to being part of something with true Kiwi DNA, which has grown from New Zealand and is one of the countries key exports. I know the product intimately, having worn it as an end user for many years, whether as an avid skier, cyclist, tennis player or golfer!” says Dion.
“Icebreaker has become a truly global brand and I look forward to working with Jeremy Moon and the energetic and dynamic team he has built, in continuing to grow and develop natures best and most natural of layering systems.”
“Dion is an exceptional leader in the outdoor industry with an outstanding track record of growing revenue and profits over the last 10 years,” said Jeremy Moon, Founder and CEO of Icebreaker. “We want to continue the focus on Icebreaker’s growth, whilst remaining a premium and quality brand. Dion has immense knowledge and experience of the European market and he will work with our retail customers to ensure we support their growth, and remain a valued partner. I believe he will keep the true spirit of Icebreaker alive and well across Europe”.
Max Hofbauer, who has been leading Icebreaker’s Europe Wholesale business, will be leaving the company in June after 5 years. Over that time Max has increased Icebreaker’s revenue by over 300%, doubled the size of the Icebreaker team based in Starnberg, centralised operations and established a European central distribution center.
“Max has done a fantastic job accelerating our growth across Europe and establishing us as the No. 1 merino brand in our wholesale channels” says Jeremy. “He has built great relationships with our retailers and created a strong platform for ongoing success in Europe. Over the next few months Max will be working alongside Dion to introduce him to our key customers and develop the path for future growth.”
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 44 countries.
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