The 33-year-old starts as a director and wants to bring fresh impulses as well as a clear vision for the further development of the traditional premium pocket brand. According to Picard, Picard, according to her own, is a new chapter, between a lived handicraft tradition and dynamic future orientation.
“It is a matter close to my heart to continue writing my family’s history, but also to set their own accents,” says Martin Picard. With his experience as a founder and CEO of the successful D2C brand Störtebekker, he brings comprehensive know-how in digital sales, a pronounced feeling for brand development and entrepreneurial perspective. He now hands over the operational responsibility at Störtebekker to Darius Greulich. “I want to combine the best of both worlds: the agility of a start-up and the strength of a family business with almost 100 years of history,” says Martin Picard.
His goals: the consistent strengthening of the brand in the premium segment, the expansion of international markets and an even closer interlinking of sales and brand strategy. Martin Picard takes on the role of director Sales with a clear focus on the future: “I believe in what makes Picrad unique: quality, humanity and real products with history. But I also believe that we have to put new impulses to achieve even more people.”
The decision to get started has matured, not forced. “I grew up with bags, but my way back to Picard was not an automatism. Only by looking from the outside did I realize how much strength and potential is in this company.” The management welcomes admission with great joy: “The fact that my cousin Martin is now part of the leadership is a strong sign of continuity, but also for movement,” says Georg Picard. “He has new energy that Picard will do well.”
With Martin Picard as part of the fifth generation, Picard shows: The future of the brand is family, courageous and full of trust in what can come to make the family business sustainable without losing sight of its roots. The focus is now on linking traditional values with modern brand management.
