New Esprit CEO plans global return with omnichannel strategy
William Pak, interim chief executive of Esprit, who now holds the position permanently, and the rest of his management team plan to implement a new omnichannel strategy with multiple touchpoints and an expansion of e-commerce to help the brand to make a comeback on a global scale.
Esprit explains that the brand has already achieved a significant turnaround from loss to profitability for the first time since 2017 in the first half of 2021, thanks to the efforts of the new management team.
The company’s board also says it is confident in the team’s abilities to reinvigorate the brand’s return to the Asian market, including an ambitious e-commerce expansion.
The new leadership, along with current Esprit Europe President Leif Erichson, will launch the multi-dimensional commerce strategy, where products and experiences will be delivered through a new omnichannel ecosystem.
Esprit hopes this will set the brand on an exciting path of building long-term relationships with customers who inspire and foster community, while remaining mindful and committed to impact on society and the planet.
Pak was named interim CEO four months ago when the company’s current CEO, Mark Daley, stepped down after less than a year for personal reasons.
Pak believes the brand is laying the groundwork to breathe new life into the brand. He says: “As part of our new collective vision, the team will draw on our wealth of experience as we enter a new era of growth.
He added: “I am delighted to have the whole team on board, which means we are moving full speed ahead with our highly anticipated return. The team will work closely together to ensure that Esprit remains at the forefront of our industry, creating sublime products that not only make customers feel good and look great, but are also sustainable and consciously purchased. .
Meet Esprit’s new CEO and management team
- Chief Executive Officer: William Pak who is described as a seasoned business leader with extensive operations and business transformation experience.
- Chief Financial Officer: Brian Wong who is a financial industry veteran with a history of senior positions in business and financial risk management. He also has considerable experience in managing investor relations.
- Product Manager: Sang Langill, who has held product and merchandising leadership positions at Adidas, Calvin Klein, Levi’s and Ralph Lauren.
- Digital and Marketing Director: Larry Luk, who previously held senior marketing roles at L’Oréal and Calvin Klein.