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Published
Sep 2, 2021
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Moose Knuckles names Victor Luis as CEO

Published
Sep 2, 2021

Canadian luxury outerwear and sportswear brand Moose Knuckles announced on Wednesday that Victor Luis will take on the expanded role of chairman and CEO. 

Moose Knuckles names Victor Luis as CEO - Moose Knuckles


The former CEO of Tapestry first joined the company in June and since working alongside co-founders Noah Stern and Ayal Twik, Luis’ role is expanding to include CEO, driving the brand’s global vision. He will also be taking on an increased investment in the brand. 

He assumes the role jointly held by the cofounders, who will now lead the creative aspects of the business as chief product officer and chief marketing officer, respectively. Both will retain their board seats and maintain their respective shares of ownership in the company. 

“I am super excited to be able to focus full time on what I love which is driving culture, brand building and fostering consumer engagement,” said Twik. 

“I could not be more thrilled about our quickly increasing growth and scale and the strong teams we have in place to execute our strategies. This change in corporate structure will allow me to focus on areas I am passionate about.” 

Over the past five years, Moose Knuckles has tracked double-digit year-over-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. 

In July, it equally announced its commitment to go fur-free, as part of a new sustainability program, which includes a range of environmental and social initiatives focusing on the long-term sustainability of its global footprint. 

Next, 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. It currently distributes via retailers in over 30 countries worldwide including Selfridges, Holt Renfrew, Saks Fifth Avenue, Isetan, and Lane Crawford, snd operates 17 brick-and-mortar stores, including three in China. 

“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,” said Luis. 

“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.” 

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