Eastpak Taps Decathlon VP Marie Gras to Lead Global Brand Amidst London Store Reopening and Market Challenges
Eastpak, the prominent luggage brand under VF Corp, a significant player in the backpack market across France and Europe, has recently appointed Marie Gras as its new Global Brand Vice President. Gras transitions to this pivotal role from French sporting-goods giant Decathlon, where she served for nearly two and a half years as Vice President for running. Her move signifies a strategic shift, as she departs from Hauts-de-France to join VF Corp’s offices in Antwerp, Belgium, the operational hub for Eastpak and sister brand Kipling, which is currently led by Domitille Parent, a former head of Eastpak.
Marie Gras faces an immediate and significant challenge with the recent reopening of Eastpak’s flagship store on London’s iconic Carnaby Street. This two-story retail space, located at 35 Carnaby Street, represents a crucial strategic move for the brand. Eastpak holds a historical presence on this celebrated thoroughfare, having established its first-ever store there in 2008, a spacious 170-square-meter outlet that laid the groundwork for its retail presence in the vibrant London market.
Gras brings a wealth of experience in driving growth within dynamic sectors. At Decathlon, she was instrumental in shaping and executing the brand’s running strategy, a field recognized as one of the world's fastest-growing sports. Through Decathlon’s dedicated running brand, Kiprun, she spearheaded initiatives such as the launch of a running application and, notably, forged partnerships in new territories to expand Kiprun spaces beyond traditional Decathlon stores. Her extensive background also includes nearly eight years at Adidas, where she most recently oversaw brand activities and events in Paris, a key city in Adidas's global visibility strategy, further underscoring her expertise in brand development and market penetration.
Eastpak itself is a cornerstone brand within the VF Corp portfolio, which is currently undergoing strategic streamlining. Alongside Eastpak, VF Corp also manages Kipling, a brand that has seen renewed momentum recently, and JanSport, primarily focused on the US market. Founded in 1952 as Eastern Canvas Products, Eastpak has cultivated a strong market presence, particularly among lower- and upper-secondary students in France and Western Europe. The brand is also recognized for its numerous successful collaborations with designers and popular mass-market licenses, including Diesel and Gremlins, which help maintain its relevance and appeal across diverse consumer segments.
Despite its established position, Eastpak faces escalating challenges in a competitive market. In the functional backpack category, excluding hiking-specific bags, the French brand Cabaïa has notably gained market share in recent years, now asserting category leadership in France. This shifting landscape necessitates Eastpak's strategic focus on scaling up its entire bags and luggage range. Furthermore, the brand must vigorously strengthen its competitiveness against a growing array of emerging European players in various markets, including notable brands such as Rains, Ucon Acrobatics, Qwstion, Kapten & Son, Tucano, Ferrino, Ecoalf, Lefrik, and Sandqvist.
