The move is effective immediately.
“I am honored to take a lead role for Pentland in North America. We have real ambition to grow our current portfolio and also introduce additional dynamic brands into the market,” Grange told FN today. “I am supported by a world class team and the future is very exciting for Pentland in this important region.”
During his tenure at Lacoste Footwear, a division of Pentland, Grange raised the brand’s profile and expanded its consumer audience. He recently launched a major women’s initiative for the brand, which netted solid sales increases in the U.S. in 2014.
Just last month at the FN CEO Summit in Miami, Grange talked about introducing Lacoste to social media “super-connectors” — those who tend to share their every move.
“For two weeks, we staged an interactive pool party on the grounds of the festival,” Grange said during his talk. “Our aim was to connect with early adopters and tastemakers, such as models Gigi Hadid and Kendall Jenner,” the latter of whom has 25 million followers on Instagram.
How did Grange lure the social set to Lacoste-land? “We created an engaged footwear conversation through our sneaker-customization station. People were given box-fresh pairs to decorate and share on their various platforms.”
The costly effort paid off in online dividends for Lacoste. “The overall result was 119 million social media impressions,” shared Grange. “When you think about that, it’s about the equivalent of a third of America talking about our brand.”