HOFF appoints new CEO targeting triple business growth over next five years
Spanish sneaker brand HOFF, which opened its second UK store at 124 Long Acre in London’s Covent Garden in February, has appointed Nicolas De Ros Wallace as its new CEO, effective 1 May 2026.
He will work alongside HOFF founder Fran Marchena to lead the next phase of international growth, with the aim of tripling the business over the next five years.
De Ros Wallace brings extensive international experience, having held senior leadership roles at Inditex and Nike - where he served as General Manager Football for Southern Europe and then VP of Jordan Brand for EMEA - and most recently as CEO of Canyon Bicycles.
Francisco Marchena said: “We have built a brand with clear positioning and significant potential. Nicolas brings the international experience, leadership and global perspective needed to successfully lead this next stage of growth.”
De Ros Wallace added: “HOFF has built a strong foundation and a distinctive brand identity. My focus is to build on this momentum, accelerating global growth while continuing to connect meaningfully with consumers worldwide.”
The recent store opening in Covent Garden is part of the brand’s ongoing international expansion, which also includes stores in Mexico and Amsterdam. It also follows HOFF’s major international retail debut at its Madrid home concept venue on Velázquez Street in October 2025.
The brand has been expanding rapidly, now operating in over 20 markets, with 19 stores in Spain, seven international locations - including its first UK store, which opened at 203 Regent Street in London in October 2023 - and 18 owned corners.
HOFF, which was founded in 2016, has also seen strong financial growth, with annual turnover rising from €17 million to €77 million over the past five years - representing a reported 50% compound annual growth rate.
