Neff bolsters its European presence

By

Olivier Guyot

Published
Oct 13, 2015

Neff is looking to become a force in Europe. The Californian brand, founded in 2002 by Shaun Neff, has seduced skateboarders and snowboarders with its hats and caps. A headwear specialist, in the last few seasons the brand has developed its apparel collections, with outerwear, and an accessories line.

Neff targets 12-25 year olds, and the brand has featured collaborations with artists such as Snoop Dogg and Steve Aoki, or the very successful Mickey Mouse line licensed by Disney.

Neff is currently present in 45 countries and wants to develop its operations in Europe. It is about to open an office in Innsbruck, Austria, and has appointed Olivier Lemoine as General Manager for Europe, the Middle East and Africa.

Lemoine was recently European Sales Director for the headphones brand Skullcandy. He developed his career at Rip Curl between 2002 and 2012, in marketing and product development, having started with Adidas in 1997.

Neff currently generates nearly €5 million in revenue, at approximately one thousand retail outlets. Its ambition is to double this figure within the next three years. Neff's top European focus is Germany, followed by France, Spain and Scandinavia.