Uwe Scherer has been appointed new General Manager at Bravado Merchandise GmbH, a subsidiary of the Universal Music Group, effective February 1, 2014.

Scherer brings with him more than 20 years of market experience. In the past, he was responsible for the development of fashion brands such as Sixty, Marc O’Polo or Guess Jeans in Europe and Germany. Most recently, he accounted for building up the young fashion trade show Novomania in Shanghai, China. Scherer’s predecessor Sven Hofmann left Bravado in August 2013 surprisingly after a three-week tenure. Tom Bohne, Senior Vice President of the Universal Music GmbH, covered him in the interim.

Scherer: “In terms of classic merchandising, Bravado is unbeatable. I want the company to make use of this strength and additionally become a serious player in the fashion segment who caters to the market with diverse brands and creates brand universes which have exactly as much impact as the artists who are represented by Bravado.”

Moreover, Frank Hohenböken, Managing Director Sales at Universal Music with responsibilities for Germany and Austria, was given greater areas of authority: He now also accounts for all merchandising and fashion of the music business giant. With this strategic decision, Bravado will be closer integrated into the remaining distribution structures of the Universal Music Group and new business opportunities will be opened up – not only in the company’s traditional B2B and e-commerce channels, but especially in the fashion retail segment.

Hohenböken: “Bravado does perfectly well in what it does today: music merchandising from A to Z across all traditional distribution channels. But I am convinced, that both the existing and future copyrights and also the local sales network has even more potential.”