Willem Stox exchanges beds for lingerie: from Auping to Van de Velde | RetailDetail

Willem Stox exchanges beds for lingerie: from Auping to Van de Velde

Willem Stox exchanges beds for lingerie: from Auping to Van de Velde
Foto: Koninklijke Auping

Willem Stox, bed specialist Auping’s director for Belgium and Luxembourg, will leave the company on 16 February and become lingerie group Van de Velde’s head of Belgium, Luxembourg and Scandinavia.


Expanded Auping’s multichannel and Walloon market

Stox will start working at lingerie manufacturer Van de Velde, which owns brands like Marie Jo, Prima Donna and Andres Sarda, on 19 February. He currently works for Dutch Auping, where he has overseen its operations in Belgium and Luxembourg for the past 2.5 years. His main challenge was to further expand Auping’s market position and to help guide the brand into the digital age, mainly with a multichannel approach and social media. It is not yet clear who will succeed him at Auping.


Stox previously worked for IKEA, Philips and also spent seven years at HighCo DATA as a sales director.

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