Desigual puts Jordi Balsells in charge of international distribution channel strategy

By

Triana Alonso

Translated by
Nicola Mira

Published
Jun 5, 2020

Catalan fashion label Desigual has boosted the role of one of its leading executives. After working nearly 15 years for the company founded by Thomas Meyer, notably serving as vice president Asia, Americas and CEEMEA, Jordi Balsells has been appointed to the newly created post of Channels Director.

In his new role, Balsells “is taking on the responsibility of strengthening the transformation of the company’s distribution channels, with special emphasis on the strategy for the different channels, on omni-channel performance and international expansion,” stated Desigual, indicating that Balsells’s appointment is consistent with the company's priorities of “being customer-centric and [focused on] digitalisation.”

Balsells is an Economics graduate from Pompeu Fabra University, Barcelona. He was born in Igualada, close to the Catalan capital, and had already worked under Thomas Meyer between 2003 and 2007, in the role of commercial director for Desigual. After leaving Desigual, Balsells served as CEO of Catalan fashion label Sita Murt for 4 years.

Balsells will report directly to Thomas Meyer. David Sgreccia, who has been in charge of Desigual’s Italian business for the last 2 years, will take over some of the international responsibilities until now held by Balsells, in an area of the company that has also been reorganized.

Desigual, which recently boosted its sustainability commitments, is in the process of reopening and adapting its international store network after the crisis caused by the Covid-19 pandemic. The Catalan label was founded in 1984, and it currently operates 500 monobrand stores in 72 countries. In the 2019 financial year, Desigual’s sales fell by 10%, down to €589 million.