Birkenstock announced Wednesday the appointment of three new key members to the company’s senior leadership team.
Sandra Colon, Jacqueline Van Dine and Karen Ruenitz will hold senior roles in various departments throughout the company. Sandra Colon will gain the role of vice president of sales. Jacqueline Van Dine will join the team as vice president of merchandising and Karen Ruenitz as creative director for the newly-minted Birkenstock Americas organization.
“This is an extraordinary step for Birkenstock, both in the U.S. and throughout the Americas region, as these three seasoned professionals will help elevate this brand to new heights,” said David Kahan, CEO of Birkenstock Americas. “Assembling this team, along with our recent addition of Scott Radcliffe as Vice President of Marketing, allows us to respond powerfully to the increased demand for expanded Birkenstock product throughout the Americas.”
Colon will gain the responsibility of leading all sales activity for the U.S. market after her last venture with Puma as director of department store sales, where she acted as a primary sales lead for Fenty Puma by Rihanna.
Van Dine will lead all product development and portfolio management in her new role. She garnered experience in footwear by beginning her career at Birkenstock, then joining the Keen team before founding her own outdoor footwear brand, Ahnu, and taking part in the executive team that led the brand’s acquisition by Deckers Corporation.
Karen Ruenitz will act as Birkenstock’s first-ever creative director based in the US. In her new position, she will head product design for the Americas. Before joining the Birkenstock team Ruenitz most recently served as lead designer for Loeffler Randall.
Both Colon and Ruenitz will stay in Birkenstock’s new New York office and showroom in SoHo, which the company plans to open in early 2017, serving as a go-between for the headquarters in Rahms, Germany and Novato, Calif.
“Birkenstock is in a very special place today. We are staying true to our DNA of delivering the most comfortable footwear on the planet to an ever-increasing loyal fan base,” said Kahan. “At the same time, we are building on incredible momentum to become the next great global consumer lifestyle brand.”