Darren Wilcox, former country manager for Columbia Sportswear and Sorel in the U.K., has been appointed to lead the European launch of Saxx Underwear, a fast-growing North American brand of men's underwear. Primarily targeting outdoor and action sports stores, along with department stores and other specialists, Saxx is getting started in the U.K. through Wildfire Distribution, the agency launched by Wilcox. He has rights to sell the brand in the U.K. and Ireland, and to contact accounts in Germany and France, while the company is searching for agents to cover other European markets. The brand should also have a distribution center in the Netherlands this year. The announcement credits Wilcox for guiding the Columbia brand back to operating profit in the U.K. in his seven years as country manager. Saxx says it has changed the underwear market as the first company to make an ergonomic pouch with patented mesh panels. The brand is currently sold by more than 2,000 retailers across the U.S. and Canadian markets.

Topics