Industry News 6/9/2016

Sanuk Appoints New Leadership - Adds GM and Director of Marketing

Sanuk is excited to announce two key appointments that will strengthen the brand’s growth and support sales globally.  Effective immediately, Anders Bergstrom, previously Director of Strategy Development for Deckers Brands, has been promoted to Director of Marketing for Sanuk.  In addition, Sanuk will welcome Magnus Wedhammar as General Manager, effective July 5, 2016.
A veteran working in strategic planning and marketing roles with Deckers Brands, Anders was the perfect fit for the role at Sanuk. “Anders branding, creative and marketing strategies have been a proven growth factor to brands within our portfolio and this promotion is the right step for him and Sanuk,” said Wendy Yang, President of Deckers Performance Lifestyle Brands. In this new role, Anders will lead Sanuk's strategic planning and brand marketing efforts as Deckers looks to expand the global reach of the brand.
Anders most recently served as the Director of Strategy Development for Deckers Brands leading brand strategy, campaign development and consumer insights. Prior to this role, Anders also worked as the creative lead to refresh Sanuk’s brand identity, voice and design elements, and as the Head of Marketing for UGG Australia where he developed the UGG for Men strategy and helped implement an extensive shop-in-shop program.
Magnus Wedhammar will join Deckers with more than 20 years of branded product experience, holding leadership positions with prominent brands, including Converse, Nike, and Sperry Top-Sider.  As General Manager of Sanuk, Magnus will oversee global product and brand marketing, as well as US wholesale in close partnership with Omni-Channel leaders that strategically advance Sanuk’s profitability, distribution, and global market share.
Most recently he served as the Senior Vice President of Product at Sperry Top-Sider, where he was responsible for crafting the vision, business plan, and product strategy for Sperry Footwear, Apparel, and Accessories. Similarly in his role as Vice President of Footwear at Converse, he was responsible for crafting the category vision and business plan for Chuck Taylor All-Star, Converse One Star.
“Magnus’ rich experience will be a tremendous asset as we take Sanuk through its next chapter of growth,” said Wendy Yang. “He is the ideal person to drive Sanuk’s commercial success through strengthening our product franchises and owning our brand’s unique voice.”