Since January 1, 2023, Pierre Lefebvre has been the new Managing Director of CMH GmbH, which is now taking over sales for the shoe and clothing brand Sebago in the DACH region from Düsseldorf. The 59-year-old has worked in the shoe industry for decades – most recently as Head of Wholesale for the Deichmann Group in Essen. Before that, he was Managing Director for the DACH market of the Dutch Bos Group International for 13 years, where he was responsible for the Converse brand for eight years.
Also new is Melanie Bruss, who will be responsible for marketing and PR. She also has many years of experience in the shoe industry. She worked for Reebok Deutschland GmbH as Marketing Coordinator for three years and switched to K-Swiss Global Brands in 2005. From 2011 to 2020 she was Marketing Manager for Palladium DACH, Holland, EMEA Distributors. The aim is to further advance the Sebago brand in the German-speaking market.
“We will take the brand with its cult shoes and the very authentic apparel collections out of its niche through targeted communication and restructuring at the POS. We want to increase the brand awareness of the label in the DACH area in a short time and make the brand as desirable as in Italy or France,” explains Pierre Lefebvre.
The Sebago Company was founded in Maine, New England in 1946 and is now part of the Turin-based holding company Basic Net, which also owns brands such as Kappa, K-Way and Superga.