Brian Lange, most recently President of the Americas at Vilebrequin, has been tapped as Chief Executive Officer of the Americas for Wolford. He’s hoping to make the Austria-based innerwear company be more nimble and reactive. “There is a great infusion of energy at Wolford and determination to become quicker,” Lange said. “If a customer walks into a store and what she’s looking for isn’t available, we want to be able to get that product to her quickly.” He wants the stores to become more regional focused and stock based on what the customer needs and wants in that region. He is planning to raise awareness for the brand by pairing with influential bloggers and increasing ad placements in magazines. He will also focus on their business in Latin America and the Caribbean islands.
Currently, Wolford has 27 stores in the US. They are reportedly in plans to open more shops globally, but they are specifically focused on Asia and the US. Lange will report to Ashish Sensarma, who was named CEO in 2014. Grit Seymour joined recently as Creative Director; she previously worked at Donna Karan and Max Mara.