Danish jewellery brand byBiehl has appointed a new sales director for the UK market.

The brand successfully landed in the UK last year, securing industry accolades and accounts with more than 40 retailers in the first 12 months.

Now byBiehl wants to ramp up its activities in the UK further and has hired Mark Boden as a new sales director to take the helm in this market.


“Right now we see a lot of good response coming from the UK market, and we really want to react upon this positive vibe, by taking the next step into this market. A big next step is to appoint Mark Boden as sales director in the UK”, states byBiehl founder, Charlotte Biehl.

Boden brings a wealth of experience working in the jewellery industry – both from his co-ownership of several for jewellery stores and from his work at Pandora.

“He has built up strong relationships with the UK retailers, and we are so pleased that Mark is now joining the byBiehl team helping us execute the byBiehl strategy on the UK market,” Biehl continues.

In his role as UK sales director, Mark Boden will lead the execution of byBiehl’s UK strategy, and is responsible for byBiehl’s existing UK stockists, but also for building up the distribution platform for byBiehl in the UK.

The new sales director remarks: “I’m really excited to be a part of the byBiehl team and to work closely with the partners of the byBiehl brand. We need to build brand awareness to the consumer, so we can achieve maximum sell through.

“The UK market is one of the best jewellery industries to be a part of, and I’m so looking forward to the challenge. byBiehl offers something different with their unique designs, story-telling collections and strong social media focus, which is setting them apart from most other jewellery brands on the UK market.”

Boden adds: “We are quite selective in byBiehl’s distribution strategy. We wish to work with the best jewellery retailers that we believe we can grow the brand together with. Our target is to be in the best 200 jewellers and potentially in some selected department stores.”

When new accounts are opened, byBiehl fully supports retailers with in-store training and consumer events, which aim to lift the brand’s profile and boost business for jewelers in the UK.