Craft Sportswear North America has named Eric Schenker as its new chief executive officer. Schenker previously held the position of director of sales and marketing and will take over the role of CEO on his 10-year anniversary with Craft.
Under Schenker’s direction, Craft will implement an aggressive five-year strategic plan with major investments in inventory, marketing and sales leadership, says the company. In addition, Craft will be launching into the corporate apparel category with a new athletic collection of products specific to the North American marketplace.
“Knowing the products that we have in the works and the fantastic team around me, the next 10 years should be pretty amazing,” Schenker said. “Craft’s brand statement is ‘Enjoy the Hard Work’ and that couldn’t be true for me.”
Huub Valkenburg, who established the Craft distribution in North America, will relinquish all executive responsibilities and join the management board of Craft North America.