Dr. Martens has announced the appointment of Robert Hanson and Benoit Vauchy as non-executive directors, effective March 26. This move comes as the iconic bootmaker seeks to strengthen its leadership amid ongoing challenges in the U.S. market.

Hanson, a seasoned executive, has a robust background in consumer brands, having served as CEO of John Hardy and American Eagle Outfitters. His experience also includes senior roles at Levi Strauss & Co, where he was president of the Americas division. Dr. Martens highlighted his multidisciplinary skillset and expertise in the North American market as valuable assets for the company.

Vauchy is a partner at Permira, Dr. Martens' largest investor, and has been with the firm since 2006. He has extensive experience in board roles, including a decade at eDreams ODIGEO, where he contributed to significant transformations. His financial leadership is expected to bolster the company's strategic direction.

Chairman Paul Mason expressed confidence in the new appointments, noting that both directors bring essential skills to the board. He emphasized the importance of their experience as Dr. Martens enters a new phase under the leadership of CEO Ije Nwokorie and other executives.

Following the announcement, Dr. Martens' shares rose by 1% to 72p. Investment director Russ Mould from AJ Bell remarked that while non-executive appointments typically do not attract much attention, the recent changes at Dr. Martens have piqued investor interest. He pointed out that the company has faced difficulties in the U.S. market, making Hanson’s retail expertise particularly relevant.

Mould also noted that shareholders have grown impatient due to the company's poor stock performance since its IPO. Originally backed by private equity, Dr. Martens had hoped for a strong market response to facilitate an exit for Permira. However, the shares have declined, leaving Permira with a 38.36% stake in the company.

Vauchy's role on the board is seen as a way for Permira to closely monitor the company's turnaround efforts and ensure that the new CEO implements necessary changes effectively. He joins fellow Permira representative Tara Alhadeff, who has been on the board since 2015.

In summary, the appointments of Hanson and Vauchy are strategic moves aimed at revitalizing Dr. Martens' performance, particularly in the U.S. market, as the company navigates its next chapter.