Wolford has tapped Brian Lange as chief executive officer of the Americas.
Lange, who was most recently president of the Americas at swimwear brand Vilebrequin, told WWD that he wants to help the Austria-based innerwear company become more nimble and reactive.
“There is a great infusion of energy at Wolford and determination to become quicker,” Lange said. “If a customer walks into a store and what she’s looking for isn’t available, we want to be able to get that product to her quickly.”
Lange also wants Wolford to become more regional focused and stock stores based on what the customer in that particular region needs and wants.
“I think it is exceedingly difficult to have an entire collection where everything resonates everywhere in the world,” he said.
He’s hoping to elevate brand awareness in the U.S. by partnering with influential bloggers and increasing ad placements in regional magazines.
Additionally, Lange is focused on building Wolford’s business in Latin America and the Caribbean islands.
Wolford has 27 stores in the U.S. According to Lange, who’s held posts at Cartier, the company plans to open additional shops globally, but the company is specifically focused on Asia and the U.S.