Following the acquisition of SPY Optic at the end of last year, Bollé Brands is aiming to reinforce its position as a key player in the sports and optical categories.
The company notes that its first focus is on innovation and design. Peter Smith, Bollé Brands CEO, explained, “EPIC (Excellence in Product Innovation & Creativity), the design and development lab of the group, will allow us to take a step forward in creating outstanding and innovative products.”
With its Customer First program in mind, Bollé Brands also places digitalization at the core of its priorities. “The aim of the Customer First program is to deliver premium service and systems to all our retailers,” Smith added.
“We strive to provide them with optimal conditions so they can offer our end consumers the best possible experience. That is why we have invested massively in a new ERP system. The next natural step was to find a digital expert to monitor our B to B and B to C platforms.”
To support this development, Damien Hars has joined Bollé Brands as Digital Director. He brings digital experience from the Rossignol Group and specifically the last seven years where he defined and implemented the Rossignol Group’s gigital strategy (successfully launching its first ever B2C platform and associated digital marketing).
Hars will take responsibility for the development of Bollé Brands’ B to C and B to B platforms for all brands, and will also take over the development of the group’s new RX platform. Ultimately, his mission will be the launch of Bollé Brands digital commerce platforms worldwide.
The group also announced the recruitment of an experienced Global Marketing Manager for its bigger brand, Bollé, as well as the appointment of a new Sales Director France with strong experience in the sport and optical channels.
Alexandre Israel joined the company as Global Marketing Manager Bollé to lead the brand’s future development and expansion. With 10 years of experience at Babolat, he started in the field as Marketing Representative in the US, from 2010 to 2015, before returning to France to become, in succession, Activation Programs Manager, Marketing Manager Services and New Business, and more recently Global Marketing Manager for the Babolat brand.
On the sales side, Nicolas Berges joined the company as Sales Director France and is responsible for all sales activities for Bollé/Cébé/Serengeti/Spy products in the French market. He brings experience in building a qualitative distribution network, and he has knowledge of the sport industry, the optical channels and luxury brands thanks to his experience at Oakley (since 2008) and Luxottica.
