Serfontaine Appoints Alex Jansen as European CEO

Serfontaine Appoints Alex Jansen as European CEO

Wednesday, 25 August 2010
Serfontaine, the original premium denim innovator, is pleased to announce their European CEO, Alex Jansen. In this newly created role, Jansen will oversee all European operations including distribution, sales, finance, strategy, marketing, and public relations. He will work in conjunction with CEO and founder, Mik Serfontaine, and co-founder, Maria Serfontaine in Los Angeles, while setting up and managing the new European office in Amsterdam.
“With his extensive European market experience, we felt Alex to be perfectly positioned and capable to expand Serfontaine's European presence,” says Mik Serfontaine. A veteran of the European denim market, Jansen comes to Serfontaine with over 20 years experience. He has been instrumental in the distribution of many brands including Nudie in the European market.
In addition to the European vendors, Jansen will be setting up international agents/distributers in the Middle East, Turkey, and Russia. These emerging points of sale will further promote Serfontaine’s vision and strategy on a global scale. “I’m thrilled to be on the Serfontaine team. The brand is moving into a more understated direction—one that is focused on fit, fabric, and functionality. For me the key to this brand’s success is the consistent innovation provided by Mik and Maria Serfontaine and their ability to identify emerging trends and new technology. I think European buyers will be pleasantly surprised by the four-way stretch construction and fit of these jeans,” says Jansen.

About Serfontaine
Launched in 2000 by husband and wife team Mik and Maria Serfontaine, 2010 marked 10 years of creating the best fitting jeans in the premium denim business. Originally known for their rock-n-roll aesthetic, Serfontaine has evolved to become known for industry innovations including organic washes, rope stitching, and bi-stretch fabric technology that provides a universal fit for every woman’s shape. Moving into a “less is more” modern aesthetic for 2011, Serfontaine continues to offer luxurious premium denim in over 20 countries.

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