Dr. Martens has named new general managers for all major markets as the footwear brand continues to make moves to “simplify” its operating model with a new “consumer-first” strategy.

As part of the moves, the company promoted Nick Duff as GM of the U.K., Nathalie Schneider as GM of France, Kristin Staeren as GM of DACH (Germany, Austria and Switzerland), and Giorgio Trevisan as GM of Italy.

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These promotions come as consumer spending continues to be challenging for the company in its EMEA (Europe, Middle East and Africa) region. In the third quarter of fiscal 2026, Dr. Martens said that overall revenue in the EMEA region declined 6 percent on a constant currency basis and was down 3 percent on a reported basis. EMEA wholesale revenues were up 13 percent in Q3 with DTC revenue down 12 percent on a constant currency basis.

In the January third-quarter report, the company also noted that overall group revenue fell 3.1 percent on a reported basis to 251 million pounds in the third quarter, with year-to-date revenue down 1.8 percent to 573 million pounds.

“The EMEA market continues to be challenging, with our DTC revenue performance impacted by both the market and our more disciplined promotional stance,” Dr. Martens’ chief executive officer Ije Nwokorie said at the time. “We delivered a good wholesale performance, with growth broad-based across all three regions.”

Wednesday’s European promotions follow the recent hire of Yoichi Oikawa as Dr. Martens’ new GM of Japan. The USA market continues to be directly run by Paul Zadoff, president of Americas.

The U.K.-based footwear brand noted in a statement that these new organizational changes will “transition the business to a market level structure to be closer to the consumer, combined with strengthening global brand, technology and support functions.”

Dr. Martens added that these six markets are each significant for the brand’s overall business, accounting for over 80 percent of global revenues, and the new market structure will “ensure each market is run by a dedicated leader and team.”

What’s more, the company is simplifying the leadership structure, with a newly created executive team, led by Nwokorie. This executive team will set business direction and will be comprised of Nwokorie and Zadoff, as well as chief financial officer Giles Wilson, chief brand officer Carla Murphy, interim chief operating officer Anna Duffiet, chief commercial officer Mike Stopforth, chief people officer Bridget Jolliffe, and chief legal officer and company secretary Katherine Bellau.

“Over the past year we have reorganized our business and ways of working so that we are truly consumer-first, as opposed to channel-led,” Nwokorie said in a statement. “I am excited to work alongside our leadership team, combining experienced Dr. Martens leaders and world-class talent from some of the most desired global brands. They will each play a significant role in helping us to deliver against our strategy and scale the business in the years ahead.”

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