The Spanish sneaker specialist is restructuring its leadership. As part of its ongoing development plan, Hoff has appointed Sergio Odriozola as the company’s managing director to spearhead internationalization and product development in close collaboration with the brand’s CEO, Fran Marchena.

Odriozola, who holds an industrial engineering degree from the University of Navarra, brings extensive experience in the fashion sector, having held executive positions at prominent companies such as Mango, Zalando, Inditex, and Parfois. Since October 2021, Odriozola served as head of product at Banana Republic, part of the U.S. group Gap.

In his new role, Odriozola will focus on strengthening the company’s expansion and growth strategy, identifying new market opportunities, optimizing internal processes, and enhancing the brand’s international presence.

“With Sergio, we are adding not only 20 years of industry experience to our team but also leadership that will strengthen our strategy and enrich our innovative vision in product development,” said Fran Marchena regarding the appointment.

Odriozola described this new challenge as “a privilege,” considering the brand “a unique success story in the recent history of Spanish fashion,” and added, “It will be an honor for me to contribute to the future growth of the brand.”

This appointment is part of the company’s ongoing development strategy, which includes national and international expansion, with two recent store openings in Santiago de Chile as part of its consolidation in the Latin American market.

Founded in 2017 by Fran Marchena, the online-native brand currently operates 18 self-managed stores across Spain, in cities such as Madrid, Oviedo, Seville, and Zaragoza. According to its latest financial data, Hoff recorded a 45% sales growth in its 2023 fiscal year, reaching 53 million euros. By 2025, the brand aims to achieve 100 million euros in revenue.