The Swedish Fenix Outdoor group has appointed Lothar Lotterer as its business coordinator in charge of the strategic integration of its brands, Fjällräven, Primus, Tierra, Hanwag and the recently acquired Brunton, as well as the Naturkompaniet retail chain and the group’s joint venture in China.
The job also includes all issues around patent and intellectual property rights, as well as the presentation of the brands at international shows. The 52-year-old manager succeeds Lars-Ola Brolinson, who has been granted new responsibilities at the Stockholm headquarters.
Brolinson, who served as Fjällräven’s international marketing director prior to his latest job, will coordinate the group’s foreign subsidiaries that handle all the brands under the roof of one single national operation as it is the case, for example in Italy and in the U.K. These Fenix operations will report to Brolinson. If a national subsidiary takes care of only one or some of the brands – as is the case for example in Germany with Hanwag and Fjällräven – their general managers continue to report directly the respective global managing directors of each brand.
Unlike Brolinson, Lotterer will operate from Hanwag’s and Fjällräven’s German office outside Munich for practical reasons: The European Patent Office is located in Bavaria’s capital and the three international trade shows that are important for the brands are all held in the country: Ispo in Munich, OutDoor in Friedrichshafen and IWA, the big hunting show in Nuremberg.
Lotterer, a former key account manager for Adidas, joined Fjällräven Germany as sales and marketing director in 2003. His responsibilities have now been split: Theresa Alig, who has held various positions at Fjällräven since 2001, most recently as brand manager for FJ’s “Travel & Polar” line, will take care of the brand’s marketing activities in the German-speaking region of Europe.
The managing director of Fjällräven Germany, Alex Koska, a former executive at Salewa and Schöffel, is now entirely in charge of sales. He has been pretty much involved in the brand’s sales, but shared that work with Lotterer who was especially dedicated to selling into the hunting stores. In Germany, Fjällräven is the big fish in the aquarium of hunting apparel. Of the brand’s 400-odd retail customers, some 60 are hunting retailers.
In France, Fjällräven has teamed up with a French agency, Mountain and Waves. Headed by David Picamoles, a former European manager of Flow International, it will deal with Fjällräven’s sales to French outdoor stores, while the company will continue to handle its sales to French hunting retailers from its office in the Netherlands.This same office had been supervising sales in all the French market since May, when Fjällräven decided not to renew its deal with Christian Policand, another French agent.
The brand is strongly under-represented in France, selling to only about 40 points of sale. Mountain and Waves already sells several outdoor brands, from Aarn backpacks to Teko merino wool socks, Ibex and DrizaBone underwear as well as F2 snowboarding gear.