New CEO for Marlies Dekkers

New CEO for Marlies Dekkers

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.

Questions or comments? Please feel free to contact the editors


Aldi Nord and Aldi Süd collaborate for animal welfare

18/01/2018

Aldi Nord and Aldi Süd will join forces for a unique collaboration: they will launch their own animal welfare quality mark. “Fair & Gut” (Fair and Good) will launch in Germany for poultry products, but steadily expand.

Rewe uses chocolate pudding to see how little sugar is acceptable

18/01/2018

German supermarket chain Rewe has asked its customers how little sugar they can bear. It aims to lower its private label’s sugar levels, but the consumer will decide by how much.

Lidl dials down its American ambitions

18/01/2018

Lidl had hoped to have about a hundred stores in the United States by the summer, but will be forced to adjust its first-year goals. The German chain currently has 49 stores in the United States.

Carrefour looks back on difficult year

17/01/2018

Despite a fourth quarter improvement, French Carrefour has been through a very difficult year. Next week, CEO Alexandre Bompard is expected to set out new guidelines in order to give the retail giant's results a new push.

British supermarket chain Iceland gives plastic the boot

17/01/2018

British frozen food chain Iceland will be the first supermarket chain to cut all plastic packages from its private labels. By 2023, each of its 1,400 private label products will have more sustainable packaging, like cardboard and paper, alternatives to plastic.

AB InBev sells two German beers

17/01/2018

AB InBev has sold German beer brands Diebels and Hasseröder, alongside its breweries, to investment fund CKCF. The new owner wants to invest more in the two beer brands.

Back to top