Snipes, the German-based sneaker and streetwear chain with more than 680 Snipes stores across Europe and the U.S., has appointed Samuel Deichmann as CEO, replacing Dennis Schröder in a planned succession. Deichmann will be responsible for “the strategic development of the company in all European markets.”
Deichmann, the son of Heinrich Otto Deichmann, the CEO of Deichmann Group, Europe’s largest shoe retailer, is also based in Germany. Deichmann Group, which also operates Rack Room in the U.S., acquired a majority stake in Snipes in 2011.
Deichmann has been a member of the parent company’s management board since 2020.
Schröder, who replaced Snipes founder Sven Voth as CEO at the beginning of 2024, moved into an “advisory role after completing important transformation steps” and will support the transition until the end of the year.
Snipes emphasized that the change follows “a previously clearly agreed path” and Schröder is leaving the company “of his own accord.”
Under the leadership of the new CEO, Snipes will “focus more strongly in the future on implementing its strategy, which was primarily developed by Schröder.” The retailer explained that it will also create “clear responsibilities for the next development phase in Europe.”
Specifically, Deichmann will “further sharpen the positioning of Snipes in the European markets, drive the expansion of the omnichannel business and intensify cooperation with global brand partners”. He will also be responsible for “continuing the transformation steps initiated in recent years”.
Schröder said of his departure, “The past few years have been characterized by important decisions and structural changes. Snipes is now much more stable and fit for the future. With Samuel, someone is taking over who knows the company well and will consistently continue the current developments. I look forward to supporting this transition in an advisory capacity.”
Samuel Deichmann said in Snipe’s statement, “Taking responsibility for Snipes’ European development is a task I approach with great respect. I look forward to continuing the successful work, further strengthening our structures to hold our own in a challenging market, and implementing the next steps together with the teams.”
Snipes entered the U.S. market in 2019 with the acquisition of the 62-unit KicksUSA chain on the East Coast and expanded with the acquisition of Jimmy Jazz in 2022.
Martin Badour is the president of Snipes USA.
Image courtesy Snipes
