Pentland-owned streetwear label Boxfresh has bolstered its senior management team as it gears up to push further into the German market.
Nick Drury has been appointed head of design, joining from J Shoes where he was head of design and creative for five years. He previously worked at Pentland from 2000 to 2004 across Kangaroos, Red or Dead and Lacoste.
Boxfresh has also recently appointed a head of ecommerce – an internal promotion for Justin Vermaak – and a new national account manager for the south of England, Simon Baker. It is now recruiting a sales director for the German market.
Boxfresh already has 1,200 doors across Germany, but the brand’s commercial director, Alistair McCombe, told Drapers the country still has “huge potential”.
“We want to invest and focus on Germany this year, as it makes up a significant part of our overall business. It’s a big market and is really footwear-led,” he explained.
At the end of last year, Boxfresh opened a subsidiary in the town of Bad Reichenhall in Germany, and it started shipping locally within Germany for the first time on January 1. It is also refurbishing its store in Berlin in the first quarter of 2015.
Boxfresh has 200 doors in the UK.