You simply can’t have a conversation about the last few years at Boardriders without mentioning the name Emily SOUVRAS. After joining the group in 2014 in products, Emily rose the corporate ladder step by step to eventually reach the position of Global Brand General Manager for Roxy –  in short, the biggest key position for the brand. As she is now starting to write a new page in her career at Boardriders, we thought the timing was perfect to sit down and have a chat.

For Inside Eurosima, she will reminisce about her first job at Kiabi in the North of France and how she discovered the worlds of apparel and fashion. Having moved south to the Basque Country for personal reasons (aka  surfing), she joined Boardriders as a Product Manager for Roxy but soon took on the role of Global Head of Products for the brand. When Pierre Agnes became Global CEO for the Quiksilver group in 2014 (the name Boardriders would only appear in 2017), he named her Head of the ladies’ brand. It was a dizzying promotion and one of those opportunities you simply do not decline. Emilie tells us about taking on the position, how she took charge and her own experience of going through the group’s Chapter 11 procedure, in 2015.

In 2020, she also became Head of Retail Europe at Boardriders. In other words, she managed the group’s “own” shops. A few weeks later, the Covid crisis hit world-wide, and affected global businesses everywhere, forcing all the shops to close for several long weeks. What a start!

A few months later, she would have to face a massive cyberattack that would paralyze the group for days. Emilie tells these stories with refreshing transparence as a person who has never feared taking on more than one role at once. In this episode, Emilie covers a variety of topics, from Roxy’s unique vision, to how it has opened up to new markets like outdoor. She will discuss market changes, team management and setting up collaborations. She will talk about Pierre Agnes, his role within the group and their relationship. She will raise the issue of women in our industry as well as the burning topic of finding work-life balance. Last but not least, as a Eurosima board member since 2016, she will discuss her role at Eurosima, as well as how BeauManoir integrated Boardriders Europe and her new responsibilities within that framework. Indeed, since last summer, Emilie has turned the Roxy page to embark on a new adventure within the group: Product Hub Director, where she is now responsible for all activities linked to product development for the brands.

This is a fascinating episode, filled with anecdotes on the amazing story of one of the European Action Sports’ most iconic women.

Enjoy the ride.

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