Equestrian apparel brand Horseware Ireland has appointed former Estée Lauder executive Áine Friel as its marketing and e-commerce director as it seeks to overhaul its marketing and online strategies.
Friel worked for eight years with the make-up and beauty giant, and prior to joining Horseware Ireland she most recently worked as director of new market expansion at Aveda International and marketing director for Aveda EMEA.
Friel has also held roles with Diageo, including manager for the Diageo Reserve Collection; Baileys, where she was brand manager for the Australian market, and the Guinness Storehouse, where she served as marketing manager.
"I welcome Áine to our senior management team where, as an accomplished and results-focused leader, she’ll spearhead the evolution of our marketing and e-commerce strategies, contributing to our continuing growth in key global markets," said Mark Saunders, CEO of Horseware Ireland.
"Horseware Ireland has ambitious growth plans as we concentrate on making life better for horse and rider throughout the world. Áine’s extensive knowledge, expertise and energy will strongly support this as we continue to grow the brand.”
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Of her appointment, Friel said: "Horseware Ireland is an inspirational brand, measured by the purest of passions, a love of horses. This simple truth guides everything we do.
"With a heritage of innovation, I’m looking forward to deepening the connection with our consumers and supporting the further growth and success of Horseware Ireland.”
Friel holds a degree in Geography from University College Dublin and a Master's in Business Studies from the UCD Michael Smurfit Graduate School of Business.
Horseware Ireland, which designs, manufactures and sells equestrian clothing, equipment and accessories, last month launched a new global campaign, 'A Horseman, Through It All', fronted by Olympic champion showjumper Steve Guerdat, for the sprint/summer 2022 season.
Horseware Products Ltd, trading as Horseware Ireland, made a profit of €1.6m from sales of €39.7m in 2020, improving its profitability despite a near €5m drop in sales year-on-year.
The company had cash and equivalents of €3m at the end of the financial year and employed an average of 667 people between administration, sales and production, with a payroll of close to €10m.
Photo: Áine Friel.
