January 12, 2011 (Wilmington, MA) – SWIX SPORT, a worldwide brand leader in winter sports products, has recently appointed Jeffrey Lee as Director of Merchandising, Sales and Marketing for the company’s Textile Division.

Lee, who has held senior management positions with several major sporting goods brands including VP of Sales and Marketing for The Grandoe Corporation, brings over 25 years experience in sporting goods textile manufacturing, sales and marketing to SWIX SPORT. In his new role at SWIX, Lee will oversee all growth initiatives and textile business development throughout all categories including Techwear, Hats, Alpine Gloves, Nordic Gloves, Gear/Bags, and Ski Straps.

“This is both an honor and a wonderful opportunity to join such a thriving organization as SWIX, ” says Lee. “Our visionary strategies going forward will continue to provide the snow sports enthusiast with product and services that mirrors the leadership qualities of SWIX as a core, action sports, lifestyle brand and we’re very excited about our new collections for 2011/2012.”

“Jeff brings a multi-dimensional platform of product, sales and marketing expertise to our organization that fits perfectly within our strategic growth initiatives” says Steven Poulin, CEO of SWIX SPORT USA. “Jeff understands our industry, understands what our customers needs are, and is able to fulfill that need with a dynamic presence that will become a major contributing factor to the expansion of our textile division.”

The SWIX Softgoods collection of hats, bags, gloves, apparel, and ski straps will be shown at NBS and SSL/SMC buying group shows, Outdoor Retailer, and SIA, as well as all regional rep shows throughout 2011.