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Smartwool Announces New Hires for European Market

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Steamboat Springs, Colo. (May 9, 2017) — Today, Smartwool announces a new European sales team. Led by Smartwool EMEA Brand & Sales Director, Genevieve Peterson, this group will drive Smartwool’s renewed commitment to the region and to specialty retailers.“We are happy to introduce the new Smartwool Europe team,” said Peterson. “Our vision for the region includes building Smartwool’s presence as the leader in versatile, premium apparel and accessories for outdoor adventures throughout. In doing so, we will invest a significant amount of resources to help support and boost our specialty retail partners.”Petersen brings nearly two decades of international experience to the European team. Prior to her recent promotion, Peterson led the Smartwool APAC and CASA business efforts. With more than 15 years in the outdoor and active lifestyle industry, Peterson’s significant international business acumen will drive growth from the VF Corporation European headquarters in Stabio, Switzerland.Joining the team in May are Dariusz Boniecki, Senior Sales Manager; Manuela Chizzini, Sales Coordinator; and Simon Mur, Marketing Coordinator.

Smartwool European sales team
L2R – Genevieve Peterson, Phil McHale, Sales Manager UK & Ireland, Dariusz Boniecki, Senior International Sales Manager, Manuela Chizzini, Sales Coordinator, Simon Mur, Marketing Coordinator, Nico Roehrig, Sales Manager Germany

Boniecki brings over 15 years of brand and key business experience to the group and will lead strategic sales efforts and key channel development. Most recently, Boniecki has been with the VF Polish branch leading strategic channel development, specifically collection segmentation and marketing activities, for The North Face. Prior to that, he was Key Account Manager for Adidas.

As the sales coordinator, Chizzini will support Boniecki, the distributors and sales representatives across the EMEA. Chizzini joins the team from 7 For All Mankind where she was most recently a customer service representative supporting Benelux and France dealers and distributors.

In leading the marketing efforts for Smartwool, Mur will manage all paid, earned and owned media strategy for the brand, including all public relations efforts. Mur comes to Smartwool from Reef where he has been leading all marketing efforts for southern Europe. Previously, he was Marketing Coordinator for VANS in France.

Additional team changes include the promotions of Phil McHale to Sales Manager of the United Kingdom and Ireland and Nico Roehrig to Sales Manager of Germany. McHale started at Smartwool in 2010 as the European Technical Sales Representative and has held numerous roles since then. Prior to Smartwool, McHale was with Ecco in a number of capacities including training and retail support and visual merchandising. Nico has also been with the company for several years. Previously, he worked for The North Face as a sales associate while attending University. Upon completion, Roehrig joined Smartwool as Technical Sales Representative in 2014.

“Both Phil and Nico have demonstrated their ability to lead through constant change and numerous challenges,” stated Peterson. “Their promotions are incredibly well deserved and will allow our team to provide more dedicated focus and support to critical markets.”

All changes are effective immediately.


About Smartwool
Based in Steamboat Springs, Colorado, Smartwool is a 24-year-old apparel brand whose products are inspired by living and playing in the mountains. All Smartwool® products come with a 100% Satisfaction Guarantee and are created to get the most out of the inherent benefits of Merino wool. For information on the full range of Smartwool® products or to find a dealer near you, please log onto Smartwool, a division of VF Outdoor, LLC, is a brand of VF Corporation. For event and company updates, visit us on Facebook and Twitter

Contact: Elizabeth Carey
970-963-4873 ext. 207