Inov-8 hires for push into France
UK-based footwear brand inov-8 has set big growth ambitions for France after adding the country to its portfolio of European direct markets.
The brand has appointed Emmanuel Fedon, known as Manu, as its sales manager for the country.
Mr Fedon lives in Annecy and brings two decades of sports industry experience to the role. He previously worked for Asics and most recently enjoyed a hugely successful five years as commercial director for On Running in France.
Up until now, inov-8’s business in France has been handled by a distributor partner, most recently Ricochet. However, from autumn/winter 2022 the country will join the UK, US, Germany, Austria and Scandinavia as being a direct market for inov-8.
The company is the first footwear brand to incorporate graphene in its designs, first in the rubber and more recently in the foam.
Tim Parkin, inov-8 head of sales, said: “We’d like to thank Ricochet for the fantastic job they have done over the last four years in building our brand and business in France. Their energy, enthusiasm and technical knowhow has been invaluable to us, and helps make them one of the strongest distributors in the sports and outdoors market.
“We’ve now made the decision to go direct in France as of AW22, which will allow us to place a greater focus on this key European market and set ambitious growth plans. We also feel it’s a real coup to have someone of Manu’s calibre at the helm. He has an outstanding reputation within the industry and a wealth of contacts across all of France.”
Inov-8 is owned by founder Wayne Edy, who in 2020 bought back the company from Japanese sportswear company Descente. Its headquarters remain in the Lake District, England.
Image: Inov-8 ambassador Meryl Cooper wearing the TRAILFLY ULTRA G 300 in Chamonix, France. Credit: Christopher Shand.
