Alpina Eyewear Gears Up For Digitization With New Leadership Position

Alpina is equipping itself for digitization with a newly created position. Among other things, the new man at the eyewear manufacturer will focus on leaner processes in the future

Digitization is fundamentally changing the sport business. Alpina Sports GmbH is reacting to this with the creation of the new position of Business Unit Director Brand & Sales.

Patrick Hebling took over the position on April 1st 2018 and is to promote multichannel, internationalization, process optimization and customer orientation in addition to digitization at the helmet and eyewear manufacturer.

"By integrating the marketing, product and sales departments more closely, we expect leaner processes, more innovation and agility," Hebling explains his new role at Alpina.

"Patrick Hebling has many years of expertise to further develop Alpina with modern and efficient structures with a view to the future. He has a very good feeling for market developments and customer needs. Through cross-divisional management, in his new position he and the teams will contribute to the brand's continued and future success worldwide," summarizes Christophe Weissenberger, CEO uvex sports group gmbH & Co. KG.