Leadership changes are underway at Ecco USA.
In a statement shared with FN on Thursday, the company confirmed that Deniz Erda is stepping in as interim president of Ecco USA, effective immediately. He replaces Tom Berry, who joined the company in January 2022 as president and CEO.
Erda most recently served as SVP and GM for Ecco Middle East & Africa.
The company said in a statement, “The U.S. remains a key market for Ecco. This change demonstrates Ecco Global’s clear commitment to the brand’s success in this market and our ambitions of a return to mutual profitable growth. We have a mandate to return the business to growth by creating consistent profitability, transforming distribution and operations, and engaging with consumers in new ways. We look forward to continuing the journey towards making Ecco an even stronger brand.
Berry took on the top role at Ecco USA following the 2021 retirement of former president Dave Quel. His background includes leadership roles at The North Face, Tecnica, Salomon and Levi’s.
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During his tenure, Berry has overseen the company’s increased investment in the U.S. business, including the opening of a new office and showroom in Brooklyn, N.Y.
Ecco still maintains its North American headquarters in Londonderry, N.H., but with the Ecco Studio in the Brooklyn Navy Yard, it aimed to bolster the stateside business through a closer proximity to trendsetters, major retailers and even brands looking to collaborate with its Ecco Leather materials business.
Shortly after joining Ecco, Berry told FN one of his top priorities was “to define and refine the brand value proposition,” adding that the goal was to connect with younger consumers.
“It’s no secret that we have, generally speaking, an older clientele — and the people who know us absolutely love us,” said Berry. “But certainly in the U.S., but also globally, we haven’t done as good a job as we should have of bringing new fans into the brand.”
The executive shuffle in footwear has been particularly active this year, as companies have grappled with dismal retail sales in the first half.
Since the start of the year, more than dozen major shoe brands and retailers have ushered in a new CEO to their ranks, including VF Corp., Wolverine Worldwide, Academy Sports & Outdoors, Under Armour, Adidas, Designer Brands, Converse, Pacsun, Kohl’s, Bloomingdale’s, Belk and others.
