HanesBrands — European Sales Force Restructuring

PProblem

Following the integration of DBA into Hanesbrands, European operations were consolidated into larger regional entities amid a structural decline in core legacy channels (supermarkets, department stores), requiring optimisation of sales teams across Europe.

AActions

• Conducted in-depth analysis of sales territories and customer portfolios, focusing on sales and margin dynamics.
• Reviewed key accounts with a strong focus on profitable revenue growth, resulting in an optimised account structure.
• Introduced Account Leader roles with end-to-end responsibility for key-account field execution.

RResults

• 16% reduction in the sales workforce while preserving coverage of strategic accounts.
• Average 19% decrease in travel time, redirected to selling time with key accounts.
• Clearer ownership of key accounts and improved sell-out performance.