BEVERLY, Mass. (BRAIN) — Craft Sportswear North America has named Eric Schenker as its new CEO. Schenker takes over the role after 10 years with the company. He previously was director of sales and marketing.
The company said that under Schenker, Craft will implement an aggressive five-year strategic plan with major investments in inventory, marketing and sales leadership. In addition, Craft will be launching into the corporate apparel category with a new athletic collection of products specific to the North American marketplace.
Both Craft's outgoing CEO and its Swedish parent company, New Wave Group, expressed confidence in Schenker's appointment.
"Eric's leadership and in-depth knowledge of the brand and industry will be of great value in taking Craft to the next level and growing our market position," said Torsten Jansson, managing director and CEO of the New Wave Group.
Huub Valkenburg, who established Craft distribution in North America, will relinquish all executive responsibilities and join the management board of Craft North America.
"I've had the distinct pleasure of working closely with Eric for 10 years, and I know that he's the right person to lead Craft in the years ahead," Valkenburg said.
