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Wolford CEO Ashish Sensarma insists that changes to its European marketing plans, including the loss of roles in some local markets, are not as pronounced as initially indicated.

Wolford recently announced that it will be centralising its sales and marketing organisation into Austria, but Mr Sensarma said there was, in fact, no such “consolidation” strategy in place. “That was a message that was given to the investment community. That was the wrong message for the consumer community. We are not consolidating our marketing efforts into Bregenz. Not at all,” he told Lingerie Insight.

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Last month Wolford issued a statement in which it said there will now be one central sales and marketing platform for the EMEA region located at the brand’s corporate headquarters, instead of nine sales organisations throughout Europe.

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Asked if Wolford is closing down European offices, Mr Sensarma responded: “That’s not true. That was a miscommunication. We are not closing any office and what we are doing is eliminating duplicate functions in the offices. We have nine subsidiaries in Europe and each one has an accountant and all we are doing is removing those accountants. Marketing is going to continue in the European platform and where they live, I don’t give a damn. But there is no physical office closing down. Customers will still come to our showrooms. Sales people won’t be touched.”

Sensarma was speaking at the opening of the Helmut Newton restrospective at the Foam Photography Museum in Amsterstam.

Wolford has partnered with the museum to deliver a showcase of photographs depicting the power of the modern woman from Newton.

The exhibition, which opened on June 17 and will run until September 4, will honour Newton with a retrospective that covers the entire Foam museum, consisting of more than 200 photographs, with Wolford stepping up as its main sponsor.

Supporting the major retrospective marks the beginning of Wolford’s commitment to a long-term programme for female artists.

South African-born Sayuri Chetti has created a work of art made from Wolford yarns and materials especially for the exhibition.