Oakley has named Giuseppe Servidori as vice president and managing director of Oakley Europe, the U.S. company's French-based subsidiary that handles France, Italy, Spain, Portugal, the Benelux and Scandinavian countries (Oakley Europe's territory doesn't include Germany or the UK, which have their own subsidiaries). The nomination reflects Oakley's intention of making its eyewear business more focused and sophisticated in the European continent, where Italian companies are taking a stronger hold. Servidori is expected to give Oakley a broader focus, spanning beyond the sporting goods sector.
The 43-year-old executive comes from Luxottica, where he has worked in many roles for about 15 years. After running its UK operations, he moved to the USA in 1995 as vice president of sales, playing a certain role in the acquisition of Lenscrafters. He subsequently had a direct role in the takeover and integration of Ray-Ban and the rest of Bausch & Lomb's sunwear division, as well as in the development and implementation of strategic initiatives at Lenscrafters and Sunglass Hut International, Oakley's major client. Servidori has been since November 2003 senior vice president of Luxottica North America, responsible for sales, marketing, operation and product development in the USA, Canada and South America. He will report directly to Link Newcomb, chief operating officer of Oakley. Scott Lewis will remain in charge of sales and marketing at Oakley Europe.