Wim Neels will manage and grow the PrimaLoft business and develop strategic partnerships with key customers in the UK, BeNeLux and Denmark, operating from his home office in Oudenaarde, Belgium.

He will be responsible for manifesting and expanding engagement with the PrimaLoft brand in his specific territory in the sports/outdoor, fashion, accessories, footwear, work wear and military industries. He will also work closely with the European marketing team, to develop and implement partnership marketing programs and retail activations. He will report directly to Stefan Brandt, European Sales Manager PrimaLoft.

New opportunities and expertise

Mr Neels has a university degree in Tourism Management and Political/Social Science, fluently speaks German, English, Dutch and French and has a strong background in the sports and apparel market. Wim was previously Sales Director at Gaastra and held retail and sales positions at Peak Performance, with many years of account management and business unit manager experiences within the European sports and fashion industry. 

“We are delighted to announce Wim Neels as another highly-skilled and talented addition to the PrimaLoft family. Wim´s extensive background in sales and marketing within different sports and fashion industries will add value, new opportunities and great expertise to our team,” commented Jochen Lagemann, Managing Director PrimaLoft Europe and Asia.

“With his deep understanding of the market, his industry network and intercultural know-how, he has the ideal experience for this position, to further deepen and expand relationships with strategic partners in these important regions for PrimaLoft. Wim’s appointment supports the continuous growth of the PrimaLoft business and our commitment to product innovation and the growing market segments we serve.”

PrimaLoft

PrimaLoft, a materials science company based in Latham, NY, with offices in Germany and Italy, is a leader in research and innovative development of comfort solutions with high performance insulations and fabrics.

The PrimaLoft brand delivers feel-good products that are used in the top global outdoor and fashion brands, home furnishings, work wear, hunting and military applications. PrimaLoft insulation was originally developed for the US army as a water-resistant, synthetic alternative to down. Today, the brand is recognized in the outdoor industry for providing comfort in any condition, empowering users to stay in the moment.

PrimaLoft is active in sustainable textile production through partnerships with the bluesign system, the International Oeko-Tex Association and the Sustainable Apparel Coalition’s Higg Index.

www.primaloft.com