United Legwear & Apparel Co. (ULAC), a global leader in the design, production and distribution of legwear, bodywear, apparel and accessories, recently appointed Sven Kuchta as its new Sales Director for the EMEA region. With extensive experience in the fashion industry, he steps into this role with the aim of driving ULAC’s growth in Europe, the Middle East and Africa.
Sven’s career in the fashion industry started as a sales consultant in Amsterdam, where he quickly showed his commercial skills. Over the years, he rose to senior sales positions at PVH Corp., where he managed key accounts in the EMEA region. With a proven track record in developing strategic partnerships and scaling wholesale operations, Sven has the skills to play a key role in ULAC’s expansion.
Strategic Priorities: Short-term focus on key retailers and growth
Now responsible for iconic brands such as Hurley, Skechers Legwear, Scotch & Soda Legwear & Underwear and Ted Baker Legwear, as well as private label brands Lemon, Avalanche and Weatherproof, Sven is looking to the future. “What I am most concerned with now are the possibilities. Everything is still in a starting phase, but every action we take makes a difference,” he explains. His immediate priorities include building relationships with key retailers, particularly in the sports and accessories sectors, and developing a comprehensive sales strategy that positions ULAC’s brands as market leaders in the EMEA region.
A key part of Sven’s role is establishing ULAC’s presence in Europe, starting with Hurley, a brand deeply rooted in surf culture. While the brand already has strong recognition in the United States, it is still in a growth phase in Europe, and Sven is focused on expanding its presence at targeted sports retailers in the region. Skechers is an example of a multi-pronged strategy aimed at strengthening existing distribution networks and identifying new opportunities for legwear and accessories. This approach requires close collaboration with Skechers’ existing businesses and the development of additional product lines such as socks and bags for retail partners across Europe.
Long-term vision: Building a strong brand image
In addition to his short-term priorities, Sven also has an eye for long-term goals. “Building a solid presence in Europe is crucial. If we can match the success of our US operations, the revenue growth potential is enormous,” Sven shares. Its strategic initiatives include launching targeted marketing campaigns, optimizing the product range based on market trends and building partnerships with major department stores such as Galeries Lafayette, De Bijenkorf and Breuninger.
For Sven, effective leadership is all about collaboration. He currently leads a compact team and works closely with colleagues in Germany, the United Kingdom and the United States. “It’s all about energy and dynamism,” he emphasizes, noting that the team’s collective enthusiasm and cross-functional collaboration are essential to achieving ULAC’s ambitious goals. By focusing on both e-commerce and traditional retail, Sven strives for a balance between online expansion and a strong presence in physical stores. While he sees e-commerce as essential for staples like legwear, he sees the in-store experience as crucial for brand identity and consumer loyalty.
Participation in ISPO Munich
United Legwear & Apparel Co. (ULAC) will be present at ISPO Munich from December 3 to 5 at the Trade Fair Center Messe Munich. With its own stand, the team is ready to connect with industry professionals and explore new partnership opportunities in the sports market.
For questions about partnerships and wholesale opportunities, please contact Sven Kuchta at sven.kuchta@ulacglobal.com or Toni Cardone, Senior Sales Manager, at toni.cardone@ulacglobal.com.
