New managing director for Di

Belgian chain Di and its managing director Helen Willems have parted ways. Matthias De Raeymaeker, CEO of Di’s owner Distriplus, will take charge of the chain.

Repositioning

Willems started her job of managing director at Di in October 2016 and presided a thorough repositioning, focusing on beauty and care – as pointed out through its new base line ‘All about beauty’, a new logo and renewed store concept to give the chain a more up-market feel. 

Before starting at Di, Willems worked at Beiersdorf (Nivea) for over twenty years, rising to country manager for Belgium and France, and for Miele as managing director.