Lifestyle brand Weird Fish is priming itself for international expansion after appointing former Americana chief executive Kelvin Vidler as international sales director.
Vidler, who has 30 years’ experience in the fashion industry, was previously managing director of denim brand Lee Cooper and held sales and marketing director roles at Levi’s, plus Lee and Wrangler parent VF Corporation.
Vidler was also chief executive of Bench and Hooch parent company Americana from 2003 to 2007, in which time he took the brand into 28 countries.
In his new role at Cheltenham-based Weird Fish, Vidler will be tasked with wholesale distribution for both the UK and international markets, with global expansion first on the agenda.
“With many UK brands being swallowed up by large companies it’s great to be working with a growing independent brand,” said Vidler.
Weird Fish has several stockists in the Netherlands but he plans to expand its international footprint, with Scandinavia, Germany, Canada, South Africa, New Zealand and Australia topping the hit list.
In the UK, Weird Fish has 11 stores plus about 400 stockists.
In the 2012 calendar year sales at Weird Fish rose 9% to £12.9m. In the first half of 2013 the brand reported an 8% rise in like-for-like sales.