ability to continue doing business unperturbed. But the international fashion group has decided to surprise the market by announcing a series of senior-level appointments. Leif Erichson has been put in charge of the group’s European subsidiary, a way for Esprit, which has been beset by difficulties for some years, to boost its business in the region and strengthen the brand worldwide.

Erichson, 37, has been with the company for almost 20 years, most recently as Chief Digital & Operations Officer. He has played a crucial role in successfully driving the group’s e-commerce business and in optimising CRM, omni-channel operations, logistics and IT, while spearheading Esprit’s digital transformation. 

In his new role, Erichson will oversee the group’s entire European operations, reporting directly to CEO Mark Daley. Erichson will concentrate his efforts on growing and expanding Esprit’s business in the region, “shaping [the group’s] strategy in all distribution channels,” from e-commerce and physical retail to wholesale, making it consistent with the company’s overarching growth strategy.

In order to further strengthen its market position, Esprit has also created two new vice-presidential roles in the collection development and merchandising fields: Raphael Heinold has been appointed head of product strategy, and Paul Kinley head of global merchandise management.