Geox: Patrice Boydron to oversee Western Europe
Earlier this year, GEOX quietly named Patrice Boydron managing director of Western Europe, which includes France, Benelux, Ireland and the United Kingdom.
Boydron succeeds Matthew Schegg, who left the company in February to join Columbia. Boydron spent over 20 years at Esprit France, long serving as its managing director for France, his tenure culminating with the opening of the retailer’s flagship store on the Champs-Elysées, which has since closed. He left Esprit in October 2010 to join CBR Holding. As the German company began to undergo restructuring, he soon left to join Marithé & François Girbaud, followed by Pinko.
At Geox, he has returned to the product and brand positioning that he has previously mastered with retail at the center of the company’s development plans.
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