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Moose Knuckles announces Victor Luis as CEO to propel global growth

Tom Bottomley
01 September 2021

After several months working alongside Moose Knuckles’ co-founders Noah Stern and Ayal Twik, Victor Luis’ role is expanding beyond Executive Chairman to include CEO, driving the brand’s global vision.

Stern and Twik will lead the creative aspects of the business as Chief Product Officer and Chief Marketing Officer, respectively.

Victor Luis, the former CEO of Coach Inc. who led the transformation to Tapestry Inc., has also “increased equity investment” in the Moose Knuckles brand.

He said: “There has never been a more exciting time for branded luxury outerwear and Moose Knuckles is poised to become the next big player in the global market. My family’s increased equity investment is a reflection of our excitement over what we have learned during the last several months and the tremendous opportunity for growth ahead of us.

“Moose Knuckles’ recent organizational changes are built to capture and accelerate growth as we continue to recruit top talent and transform systems and processes to support the brand’s global expansion and elevate our capacity to execute at the highest levels.”

Over the past five years, Moose Knuckles has continued to track significant double-digit year-on-year growth. Last year alone, the brand experienced a nearly triple-digit increase in direct-to-consumer sales along with a 12x growth in China, despite the challenges of the pandemic.

While Moose Knuckles’ wholesale business remains significant, with distribution in the finest retailers in over 30 countries worldwide including Selfridges, Holt Renfrew, Saks Fifth Avenue, Isetan, and Lane Crawford, the brand has aggressive plans to increase its global brick-and-mortar footprint to over 35 stores and pop-ups, in addition to significant investment behind its ecommerce flagship, “focusing on more meaningful direct-to-consumer experiences”.

Moose Knuckles also recently announced a range of environmental and social initiatives focusing on the long-term sustainability of its global footprint, as well as announcing the end of production with natural fur by end of 2022.

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