Hoff, the low-profile sneaker brand based in Spain, appointed Nicolas De Ros Wallace as CEO. Most recently, he was CEO at Canyon Bicycles and a former Nike executive in Europe.
De Ros Wallace had been CEO of Canyon Bicycles since March 2022. Previously, he was at Nike for nearly 11 years, with his last role being VP/GM Jordan Brand for EMEA. Other roles over his Nike career included GM Football for Southern Europe and Western Europe running senior category business director. Prior to Nike, he worked for 13 years at Inditex, the Spanish parent of Zara.
Founded in Elche in 2017, the digitally native footwear brand is present in more than 20 markets through a network of 19 stores in Spain, seven international stores and 18 owned concessions in department stores. Recent openings include its second London location in Convent Garden and the brand’s first Netherlands flagship in Amsterdam. The company plans to open a store at tha Antara shopping center in Mexico and enter Italy through a partnership with La Rinascente department stores. The brand will be expanding its presence in the UK this year through agreements with Browns and Selfridges.
Francisco Marchena, the brand’s founder and chairman, previously led the business and will continue in the chairman role. Marchena said, “We have built a brand with clear positioning and significant potential. Nicolas brings the international experience, leadership and global perspective needed to successfully lead this next stage of growth.”
De Ros Wallace added, “Hoff has built a strong foundation and a distinctive brand identity. My focus is to build on this momentum, accelerating global growth while continuing to connect meaningfully with consumers worldwide.”
Images courtesy Hoff
