North Sails’ new CEO Victor Duran outlined a bullish strategy for the brand, set to elevate products, double to triple sales in the next 5 to 7 years.
In his first interview as North Sails Apparel’s new chief executive officer, Victor Duran outlined a clear and concise strategy aimed at accelerating the brand linked to the leading sail-making specialist.in the role in February, aims to double or even triple revenues in the next five to seven years. Last year, the brand totaled 72 million euros in sales, almost doubling its size compared to pre-COVID-19, as sales generated in 2019 were 42 million euros.
As for the U.S. specifically, he underscored the company is “in the middle of analyzing and investigating how we can enter the market” — a move he expects to happen next year. Marketing implementations will flank the product developments in enhancing the brand’s visibility in the country. “We’re a big brand but we don’t really behave like one, so we need to start doing proper marketing,” said Duran about the first major campaign effort the brand debuted in northern Italy this month and that will roll out “to achieve a 90 percent reach during September to November.
In Europe, North Sails’ best-performing markets are Spain and France, each accounting for between 5 and 10 percent of the brand’s total sales last year. This was due mainly to the label’s presence at El Corte Inglés and Galeries Lafayette department stores, which add 33 doors and 23 doors to North Sails’ distribution count, respectively. Duran considers Germany as the other European market with the biggest potential and currently in development.
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