Barely a week after the announcement of its new CEO, Bjorn Gulden, from the great rival Puma, due to take over the reins of the German sportswear company in January, Adidas is already announcing a new arrival, Fashion Network reports.
The company announced, via its social networks, the appointment of Andrea Dorigo, Estée Lauder's current global retail and commercial director for North America. The executive is a retail expert who has evolved in various companies, marketing very different types of products. Before joining Estée Lauder, the beauty products specialist group in 2018, he was the CEO of Pirch, Inc, a company that offered a unique approach to retail in the appliance sector. Prior to that, he was president of Oakley, a subsidiary of Luxottica, where he deployed a multi-channel model. And in a more premium segment, he was also president of the American division of the Brooks Brothers group.
As of January 1, 2023, he will be senior vice president of Adidas and head of retail, overseeing the activities of the brand's 2,500 stores worldwide. With the sports giant focusing on its approach to direct sales, which already accounted for 38% of its sales last year, this is a highly strategic position.
The Adidas Group has achieved a turnover of 21.234 billion euros in 2021, 20% of which in its own stores. But due to complications in the Chinese market, it is in the process of closing and adapting its network in the Middle Kingdom, where it had up to 12,000 points of sale.