DeFeet reported it made internal changes to its custom sales department, including domestic and international distribution.
In September, DeFeet migrated its online B2B ordering process system to NuOrder by Lightspeed. It also shifted management to an inside sales team to react to global changes in the bike industry.
Effective January 1, 2023, Founders Shane Cooper and Paul Willerton assumed co-manager roles in sales and international distribution. “We are seeing changes in distribution at an unprecedented pace,” said Cooper, adding “We want to pay closer attention to what is happening and lean into the right partnerships and models.”
DeFeet said it would focus on new models while working with existing distributors to be more competitive. Selling USA-made products to other countries was challenging in 2022 as nearly all global currencies were weak against the U.S. dollar. “DeFeet has been with some of our distributors for well over a decade,” said Willerton. “When markets change more in one year than they have in the past twenty, every international business needs to make some adjustments.”
Brad Mettee will continue to represent the DeFeet Custom Shop in the U.S. and handle custom orders from Europe, South America and Asia. Kerri Willerton represents the DeFeet Custom Shop in the U.S. and Canada. Together they have over two decades of combined experience in the custom sock industry. DeFeet also added Morgan Cooper, son of the company founder, who is responsible for custom sales in North Carolina and is a member of its inside national sales team.
