By  on April 15, 2010

There’s a changing of the guard at Victorinox, where Joachim Beer, most recently the head of Hugo Boss’ U.S. business, will be named president of the brand’s fashion and retail divisions today, replacing Johanne Shepley Siff.

“I feel very fortunate that we are able to bring Joachim to the Victorinox team,” said Victorinox AG president and founding family member Charles Elsener. “He shares our company values of innovation, iconic design and Swiss precision.…And we believe he has the right vision to drive the fashion and retail divisions forward.”

Beer, a career man at Hugo Boss, was named head of the brand’s U.S. division in late 2008 but left the firm after seven months on the job. At Victorinox, he will head the company’s global fashion and retail divisions — a new position. Previously, those departments had separate presidents. Siff was head of the fashion division only. Beer will be tasked with expanding the brand’s global retail presence with flagship and brand stores.

“The brand values are clear and inherent in all Victorinox Swiss Army products,” Beer stated. “My job is to bring those values to the forefront for our consumers and to create a uniquely ‘Victorinox’ experience each time they visit one of our stores.”

Siff spent four years at Victorinox, where she led the charge to up the brand’s fashion quotient, most recently hiring creative director Pierre-Henri Mattout to help the brand better straddle the designer and performance markets.

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