Jack Wolfskin Outlet Store names Massimo Carnelli sales director South Europe & New Markets

Italian executive Massimo Carnelli has been appointed sales director South Europe & New Markets by German outdoor apparel brand Jack Wolfskin. Carnelli started in his new role on July 1, and reports to Natascha el Mahmoud, Jack Wolfskin's general manager commercial Europe 

Massimo Carnelli - Jack Wolfskin

Carnelli is tasked with expanding Jack Wolfskin's business to the Italian, Spanish and French markets, as well as in the Middle East and into other new markets. Based in Monza, northern Italy, he will initially focus on setting up the brand's regional organisation, in order to implement Jack Wolfskin’s omnichannel distribution strategy, via the brands own stores and the e-tail and wholesale channels.

Carnelli has worked for over 26 years in sales, marketing and product development, notably during a lengthy career at Adidas, holding various positions. More recently, he was senior director Reebok brand and E-com for Adidas in Italy.

“South Europe is an important market in Jack Wolfskin’s strategic global growth strategy,” said Richard Collier, Jack Wolfskin’s CEO. “Max is an exceptionally talented leader with an entrepreneurial mindset and a proven track record that will help establish Jack Wolfskin as a key outdoor brand throughout the region,” he added.

“I’m excited to join Jack Wolfskin and give my contribution to build a strategy for South Europe, implementing a sustainable and growing business model in the region,” said Carnelli.

Southern Europe is a key region in the global expansion strategy deployed by Jack Wolfskin in 2021. Besides focusing on the main growth markets like the USA and China, the brand will also continue to maintain a strong presence in the DACH region (Germany, Austria and Switzerland) and boost sales in the Netherlands, Belgium, the UK, Poland and Italy.

Jack Wolfskin is the largest franchisor in sportswear retail in Germany, where it operates 490 monobrand stores and is distributed via 4,000 multibrand retailers. The company is based in Idstein, in the Taunus region, and has over 1,440 employees worldwide.