Parfois signs Sergio Odriozola as head of marketing and merchandising

Parfois returns to sign Spanish talent. The Portuguese company, piloted by José María Folache until next June, has incorporated Sergio Odriozola as the new head of marketing and merchandising, as they have explained from the group.

In your new position, the executive will be responsible for the purchasing, supply and quality areas, in addition to marketing and communication, an area that will continue to be piloted by Vicky Sensat. His appointment will be effective on April 12.

Odriozola has a history of more than fifteen years of experience in the fashion business. With a degree in Industrial Engineering from the University of Navarra and an MBA from Esade, the manager began his career in the fashion sector in Mango, where he held various positions of responsibility, including the management of the women’s line, and was a member of the committee executive.

After passing through the Spanish group, Odriozola signed for Zalando, where he was responsible for product and merchandising of the German group’s own brands. After leaving Zalando and after a brief stint at Stradivarius, the manager worked since 2019 for the consulting firm Bain & Co.

Due to the impact of the pandemic, Parfois reformulated part of its strategic plan to reinforce, among other projects, the commitment to digital growth and the expansion of the brand with physical stores.

In this sense, the company entered new markets, such as Saudi Arabia, and launched new benchmark establishments, such as the flagship store from Goya street in Madrid, where it includes all your offer.

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The online store, which grew 36% in 2020, will also be the focus again in this exercise. The company sells in eleven markets through the Internet and is present in marketplaces like Zalando the Amazon.

Although it was born specialized in accessories, Parfois has diversified and for two years has also had a collection of clothing, one of the strategic bets for this exercise.

The company operates with a network of a thousand points of sale in seventy countries And, before the pandemic, it expected to close the financial year 2020 with a turnover of 400 million euros. The company has been piloted for two years by José María Folache, formerly of Tous, who will leave Parfois in June to join Grupo Suárez.

Founded in 1994 by Manuela Medeiros, Parfois is headquartered in Porto and also has a design team based in Barcelona.

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