Nikwax strengthens German sales team with Jens Groeschel appointment

Outdoor-care specialist Nikwax has appointed Jens Groeschel as Sales Manager Germany, adding an experienced sports and outdoor-industry professional as the company prepares to mark its 50th anniversary.

Groeschel joins Nikwax from the Bergans Outdoor Group, where he worked in sales and account management. In his new role, he will manage existing retail partnerships while developing relationships with specialist outdoor and sporting-goods retailers across Germany.

His appointment reflects Nikwax’s intention to expand its presence in one of Europe’s most important outdoor markets. The company said Groeschel will serve as a link between the brand and specialist retailers, helping stores strengthen their product knowledge and communicate the importance of caring for technical outdoor equipment.

“Germany plays an important role for us, and we see great potential for further growth here,” said Tomasz Kruk, Head of Nikwax Europe. “With Jens, we want to further expand our proximity to specialist retailers, strengthen existing partnerships and win new retailers.”

Groeschel brings experience in sales, key-account management and customer development. His professional background includes responsibilities such as supporting existing customers, acquiring new accounts and implementing point-of-sale and marketing initiatives. Before joining Bergans, he spent several years with Icebreaker Pure Merino, working across sales territories that included Saxony, Saxony-Anhalt, Thuringia, Berlin and Brandenburg.

At Nikwax, his responsibilities will extend beyond conventional account management. He will work with specialist retailers on the categories that underpin the company’s business: cleaning, conditioning and waterproofing clothing, footwear and equipment.

That focus is increasingly relevant as outdoor brands and retailers look for ways to extend product life. Regular cleaning and reproofing can help technical garments maintain their performance, while also supporting a more use-oriented approach to outdoor consumption. For retailers, care products offer an opportunity to remain connected to customers after the initial purchase and to provide practical advice throughout a product’s lifespan.

Germany identified as a growth market

Nikwax’s decision to reinforce its German sales structure comes as the company approaches its 50th anniversary. Founded in 1977, the brand specialises in products designed to clean and waterproof outdoor clothing and equipment. Its portfolio includes treatments for waterproof-breathable garments, footwear, tents, sleeping bags and other technical gear.

The German market has a dense network of specialist outdoor retailers, independent stores and sporting-goods dealers. These outlets remain important for products that require explanation: customers may need guidance on which cleaner or waterproofing treatment is suitable for a particular fabric, membrane or piece of equipment.

A dedicated sales manager can therefore play a role that goes beyond securing orders. By working directly with retailers, Nikwax can support staff training, improve product presentation and encourage stores to make care advice part of the broader customer experience.

For Groeschel, the move also represents a continuation of a career focused on technical outdoor and performance products. His experience across apparel brands and specialist retail channels gives him familiarity with the commercial needs of both manufacturers and dealers.

Extending the life of outdoor gear

The appointment arrives during a period in which durability, repair and maintenance have become more prominent in the outdoor sector. Retailers are increasingly expected to help consumers use products for longer, while brands are exploring services and care solutions that complement the sale of new equipment.

Nikwax’s business is positioned directly within that conversation. Its products are intended to help maintain the performance of garments and equipment rather than replace them. For specialist retailers, this creates an additional reason to engage customers after a jacket, pair of trousers, tent or sleeping bag has been purchased.

The commercial opportunity is also clear. Care products are relatively compact, frequently replenished items that can be sold alongside technical apparel and equipment. Demonstrations, staff recommendations and seasonal advice—such as preparing rainwear for autumn or maintaining ski clothing before winter—can help make the category more visible in stores.

Groeschel’s task will be to translate that potential into stronger retail relationships. Nikwax said he will focus on maintaining existing partnerships, establishing new contacts and promoting the subjects of cleaning, care and waterproofing among specialist dealers.

His appointment gives the company a Germany-based commercial focus at a significant point in its history: a 50-year milestone, a market with further growth ambitions and a retail landscape in which product longevity is becoming an increasingly important part of the outdoor conversation.