Marc Boelen, 2XU former CEO
Marc Boelen is a senior executive with a strategic and commercially focused approach, possessing a deep understanding of business culture along with strong financial and leadership competencies. He has a demonstrated history of successful business turnarounds and significant global growth, particularly in the APAC and EMEA regions within the apparel, sport, and luxury fashion sectors.
Marc has consistently led major turnarounds for globally recognized brands, emphasizing the creation of enduring value for both shareholders and stakeholders. His leadership roles, including Global CEO positions in both large corporate and private equity-owned companies, have frequently involved accelerating growth and implementing turnarounds to achieve sustainable, profitable outcomes with a focus on brand development.
Marc’s extensive experience spans over 20 years and includes residence in five countries across three continents: Hong Kong, China, Singapore, Australia, and the Netherlands.
Marc has a deep passion for cooking, a love that was nurtured growing up with a mom who ran a cooking school. When not in the kitchen or at work, Marc enjoys spending quality time with family and can often be found in the gym early in the morning, refreshing both mind and body.
Education
Marc Boelen commenced his higher education with a bachelor’s degree in Science, Business, and Economics from the University of Amsterdam. He subsequently earned a Master’s degree in Science, Accountancy, and Control, followed by a post-master’s in Accountancy and a Certified Public Accountant accreditation.
Marc’s interest in Asia’s culture and economic growth led him to pursue a Master of Business Administration (MBA) in Finance, Strategy, and Management from the Hong Kong University of Science and Technology, with a focus on China.
Career Highlights
2XU
Marc joined 2XU, a technical sportswear brand, in 2019 as Chief Commercial Officer (CCO). He was responsible for the international and global wholesale and partners business, defining and executing a strategy to streamline and rebuild the international business. He onboarded over 20 strategic partners globally and implemented a direct-to-consumer (DTC) strategy in key markets such as Japan and China, resulting in a doubling of business within a 12-month period.
In 2022, Marc was appointed CEO by LVMH-backed L Catterton, where he led the strategic turnaround of 2XU. He revitalized the DTC business, enhanced brand appeal, and drove profitability and positive cash flow in preparation for an exit. His efforts culminated in a successful sale of the company despite the challenges posed by an underperforming business with multiple CEOs in recent years.
Portico International Holdings
In 2017, Marc was appointed Vice President of Portico International Holdings, a newly created role. He was responsible for the overall group strategy and the execution of global brand development. Under his leadership, the company entered key markets in Korea, Japan, Thailand, and Taiwan, launched the global E-commerce brand Ports V to attract millennial consumers, expanded the retail portfolio in Greater China, and onboarded a new creative team for the flagship brand 1961 in Italy.
Crocs
As Vice President, Head of Strategy and Business Development at Crocs, Marc managed the strategic turnaround of the AMA region. He simplified the business, divested non-core markets, and transformed go-to-market models in key regions such as China, Japan, and Korea, significantly increasing regional EBIT by 1500 basis points. He was also seconded to China to rebuild the troubled China business and lead the commercial organization.
Tommy Hilfiger
In his capacity as Vice President Asia Finance, Strategy, and Operations, Marc was instrumental in defining the Asia strategy, initiating partner buy-back planning, and driving incremental regional opportunities. He led multiple acquisitions for PVH Group and, in collaboration with regional brand CEOs, created the preliminary analysis and strategic scenarios for the PVH Asia integration of CK and Tommy.