The Swedish outdoor and ski brand Peak Performance has appointed Joacim Sjödin as new European Sales Director, effective since May 19, 2014. His countries of focus will be Germany, France, Austria, Switzerland and Benelux, in addition to the Nordics.
Sjödin has joined Peak Performance as Nordic Sales Director in 2012, driving results in the Nordic region. Before, he has been working with brands such as Wilson Golf and has also been Country Manager at Adidas Group.

“My first mission is to get to know the European sales organization and their way of working. We plan to grow quickly over the next two years and I will put extra focus on key accounts, ski resorts in the alp region and to grow the shop in shop business”, Joacim Sjödin states.

To support the European Sales team, Andreas Scheibe, who has been working for Peak Performance since 2008, is taking on the new role as Country Manager for Germany. Scheibe will be responsible for the development of the German sales team.

Peak Performance started in Åre, Sweden, originally as a three men skiing company in 1986, and has become Scandinavia’s largest sportswear brand with global shops.