FOREO has a new leader in Spain. The Swedish brand leader in tech-beauty has appointed its new General Manager: Boris Raspudic. Raspudic has the main objective of boosting the brand's growth in the territory and has more than a decade of experience within the company.
Raspudic at FOREO has served as e-commerce director for EMEA in Zagreb and has also been commercial deputy director for EMEA until assuming the position of General Manager in the United Kingdom and Ireland in 2019. During this last stage, as indicated by the company, he has also been in charge of supervising areas such as operations, sales, marketing, and public relations.
This new appointment of Boris Raspudic, according to the company, marks the beginning of a new strategic stage for the company, which seeks to strengthen its positioning and accelerate its growth. Raspudic has declared that one of his intentions is "toincrease brand recognition and expand omnichannel retail presence and get more people to try and fall in love with the products through clear information and an excellent customer experience".
This approach is based on his experience acquired in the United Kingdom, which has allowed him to identify key differences between both markets. While the British market stands out for its strong e-commerce orientation, the Spanish market presents a more experiential approach: "Spain is based more on relationships and experience. People value in-store discovery, trusted recommendations, and engaging brand experiences. That means our approach here must focus on offering practical experiences and building trust over time” notes Raspudic.
In line with this vision, FOREO will strengthen its positioning through a proposal that combines technological innovation backed by science with an accessible premium experience. This will translate into immersive activations at points of sale, messages adapted to the local market, and a strong emphasis on after-sales service and personalization, key factors to foster loyalty.
Educate the consumer
Raspudic underlines the importance of educating the consumer as one of the fundamental pillars. “For us, the key lies in educating consumers to break down technological barriers and help them understand how technology can integrate seamlessly into their daily routines, while improves their overall well-being, as part of a holistic approach”.
FOREO states that innovation will continue to be key during the leadership of Boris Raspudic: "it is fundamental to maintain agility and at the same time offer innovation to customers in this sector".