WHAT'S THE STORY 49
Jan Dicks has been responsible for Sebago sales in Germany, Austria, and Switzerland for 18 years.
New Course
“Immediately after the BasicNet takeover, we launched a quality offensive and re-activated the old production facilities in the Dominican Republic and Mexico. In addition, we have facilities in Portugal and Spain. This will ensure that the quality will soon be as good as it was 25 years ago,” explains Jan Dicks, the Sebago Sales Manager in Germany, Austria, and Switzerland. He adds: “A lot has happened in terms of brand building and communication too. We have
hired Munich-based Think Inc, which has been handling the Superga account for many years now, to manage the PR work for Sebago. In order to position the brand clearly, the collection has been divided into the three lines Outdoor Campsides, Marine Docksides, and Urban Citysides. Our most loyal customers include Hirmer of Munich and Horstmann + Sander of Hannover. We would love to add the likes of KaDeWe, Breuninger, and Eckerle to that list in the future.”
The price range of the summer collection spans from 79 to 89 Euros for canvas shoes, from 120 to 150 Euros for core models, and up to 200 Euros for loafers made of high-quality leather. The mark-up ranges from 2.5 to 2.7. “There are three delivery dates and we offer free sizing as an unbeatable advantage. We are currently expanding our NOS programme to approx. 35 models and will soon be able to offer large sizes from stock. In addition, we are preparing a
textile collection, which will be presented for the first time at the Pitti in Florence and the Premium in Berlin,” says a delighted Dicks, who is responsible for sales in southern Germany and Austria. Switzerland is served by the agency of Daniel Graf, while northern Germany is covered by Michael Zabe.
style in progress 218
