Lingerie company Marlies Dekkers has appointed Eppo Van Berckelaer as its CEO. Van Berckelaer's career led him to O'Neill and Coca-Cola earlier, leading his new employer to describe him as "the passionate CEO the company needs".
Growth through ecommerce...
The appointment of the new CEO is one of Karmijn Kapitaal's first large decisions after the Dutch fund managed to keep Marlies Dekkers afloat after it had filed for bankruptcy in August 2013.
Van Berckelaer will have to focus on the ecommerce strategy: "Marlies Dekkers has set a new strategic course with a more important role for ecommerce. This way the company aims to achieve its clear growth goals by responding to the increasing success of online retailing. The company's own webshop will become a more important tool to guide brand experience, consumer orientation and sales."
... and an exclusive retail network
He will also have to work on Marlies Dekkers' return to retail: "Also part of the new strategy is the company's co-operation with an exclusive network of retailers consisting of physical and online stores." To achieve this goal, it will invest heavily in IT-systems to improve not only its web shop, but also to improve the retail partners' ability to "anticipate consumer needs in a faster and more flexible way".
Marlies Dekkers believes in the new strategy: "This company needs a passionate CEO who is able to execute our new strategic course based on his knowledge, experience and personal vision. Eppo and I find each other in our ideas about how to extend the Marlies Dekkers brand. As our personalities fit, we will form a strong team."
Van Berckelaer can use his experience from O'Neill and Coca-Cola, with extensive knowledge in business development, ecommerce and marketing. "Tomorrow's market requires businesses to work with efficient, flexible and stable operational structures. I believe this is the way to create added value for marliesIdekkers' customers and retail partners", he stated.