Icebreaker appoints general manager for Europe
New Zealand apparel company Icebreaker has announced the new position of general manager (GM) for Europe and has appointed Max Hofbauer to the role, effective immediately.
Mr Hofbauer, who has been the company’s managing director for Germany, Sweden and Norway since 2009, is now responsible for overseeing and expanding Icebreaker’s business operations in Europe and representing Europe’s interests and requirements within Icebreaker’s organisation. In addition to his new responsibilities, Mr Hofbauer will continue to lead Icebreaker’s German business unit.
This new position signals Icebreaker’s continued aggressive growth strategy in Europe, which is currently more than 40% of its global wholesale business.
“During his time as managing director for Germany, Sweden and Norway, Max has done an outstanding job of building these critical markets and transforming them into Icebreaker’s number one market globally,” said Tony Balfour, general manager for markets.
“There are a large and increasing number of opportunities for business growth and synergy across Europe. Given his past experience and success, Max is the ideal person to be our on-the-ground leader there and bring new resources and strategy to the region.”
Mr Hofbauer said: “As GM of Europe, my mission will be to improve our sharing of best practices, further enhance our retail partnerships and bring all individual country organizations to their next level. I am really excited about this new role, and I see many opportunities for Icebreaker by strengthening our European efforts.”
Prior to joining Icebreaker, Mr Hofbauer was with The North Face as general manager – Germany, Austria and Switzerland from 1999 through 2007, during which time he started and successfully grew the sales and marketing subsidiary to develop and service those markets.
