Martin Picard took over the role of Director Sales and represents the fifth generation in the family business.
D – Martin Picard took over the role of Director Sales at the family-run business, Picard, in June 2025 and thus represents the fifth generation of family members managing the company. “Continuing writing my family’s history, but also setting my own accents, is a matter close to my heart,” said Martin Picard.
He was previously founder and CEO of the successful D2C brand, Störtebekker. He has since handed over the responsibility for the operational management. His goal for the family business is to combine handicraft tradition with modern brand management: “I want to connect the best of both worlds – the agility of a start-up and the strength of a family company with a history dating back almost 100 years,” stated Picard. He will be relying on the strength of the brand in the premium segment, international expansion and a closer interlinking between the sales and the brand strategy to achieve this aim.
The management were delighted at him joining the company: “The fact that my cousin Martin is now also part of the management is a strong signal for continuity, but also for movement,” commented Georg Picard. “He brings new energy with him, which will do Picard good.”
