Snipes appoints new chief executive

Only two years ago, Dennis Schröder took over as CEO from Snipes founder Sven Voth. Now, as the company announced on Monday, he is unexpectedly stepping down from his post as chief executive of the sneaker and streetwear retailer, which has expanded significantly through acquisitions in recent years. With immediate effect, the new CEO is Samuel Deichmann, son of group CEO Heinrich Otto Deichmann. The Essen-based shoe retailer acquired a majority stake in Snipes back in 2011. Schröder is leaving the company of his own accord. The change follows a previously agreed plan. Samuel Deichmann will be responsible for steering the company's strategic development across all European markets. Dennis Schröder will move into an advisory role after completing key transformation steps and will support the transition through to the end of the year. With the handover, the company is placing greater emphasis on executing its strategy- largely developed by Schröder- and, by its own account, establishing clear lines of responsibility for the next phase of development in Europe. Samuel Deichmann has held various leadership roles at the company since 2020. In his new role, he intends to further refine the retailer's positioning in European markets, drive the expansion of the omnichannel business and deepen collaboration with global brand partners. He will also be responsible for continuing the transformation initiatives launched in recent years. "Taking responsibility for Snipes' European development is a task I approach with great respect. I look forward to continuing the successful work, further strengthening our structures to hold our own in a challenging market, and implementing the next steps together with the teams," said Samuel Deichmann. Since 2023, Dennis Schröder has led the European business through a phase of comprehensive organisational restructuring, which he is now bringing to a successful close. Under his leadership, structures were modernised, strategic processes were realigned, and the brand's positioning in the marketplace was sharpened. "The past few years have been characterised by important decisions and structural changes. Snipes is now much more stable and future-ready. With Samuel, someone is taking over who knows the company well and will carry forward the ongoing developments with determination. I look forward to accompanying this transition in an advisory capacity," commented Schröder on his departure.