Advisory · Partnerships · Board roles
An operator on your side.
Senior advice for footwear, sportswear, fashion and luxury brands, from market entry into Europe to the boardroom: brand, distribution, pricing and product. Former Vice President EMEA and Managing Director. Based in Germany, working with brands worldwide.
Three options
How we can work together
A senior sparring partner who knows the trade from the shop floor to the board, without hiring a full-time executive.
Ongoing advisory
Advice to founders, CEOs and commercial leads on a defined agenda, usually on a monthly retainer.
- Fixed days per month, direct line in between
- Market entry, channel, pricing and range decisions
- Door-opening to retailers, distributors and partners
- Quarterly review against agreed goals
Strategic partnership
Long-term partnerships with agencies, data and technology companies that serve fashion, sportswear and luxury brands, as with LIGANOVA, Luxurynsight and Heuritech.
- Joint pitches and client advisory
- Market and category input for your offer
Board and advisory board
Beirat, Aufsichtsrat or non-executive roles with a focus on commercial performance, brand and channel.
- Advisory board member or chair
- Supervisory and non-executive board
Where I am useful
From first market to full channel mix
Market entry into Europe
Country sequence, distributors versus own setup, first key accounts, from DACH to Southern and Eastern Europe.
Start-ups and scale-ups
Commercial set-up for young brands: wholesale readiness, pricing, first retailers and investor questions.
Brand management
Positioning, brand architecture and how the brand shows up across channels and markets.
Distribution
Wholesale, DTC and marketplaces in balance, key accounts and distributor selection.
Pricing
Price architecture, discount discipline and consistent pricing across channels and regions.
Product and range
Footwear and apparel development, sourcing and pre-season assortment reviews.
Strategy
Growth and repositioning decisions grounded in market, category and channel data.
Resale and circularity
Pre-owned and circular models, from marketplace partner to brand-owned resale.
Track record
Built in the business I advise
Retail floor, key accounts across Europe, managing director, EMEA leadership, advisory board chair. The experience sits where your decisions get made.
- since 2025Strategic Partner, LIGANOVABrand and retail experiences, Stuttgart
- since 2025Strategic Partner, Luxurynsight and HeuritechData and AI for luxury and fashion, Paris
- since 2020Founder, Circular LinkAdvisory for luxury, sportswear and fashion brands
- 2023–2024Strategic Advisor, Hide&JackItalian-crafted luxury footwear
- 2023Strategic Business Consultant, OLIP ItaliaFootwear manufacturer, brands A.S.98 and Mjus
- 2021–2022Chairman of the Advisory Board, Selling CommunityPre-owned luxury marketplace, Dubai
- 2018–2021Vice President EMEA, Stella InternationalInternational senior management team
- 2015–2018Managing Director, ASHFootwear brand, French design and Italian heritage
- 2011–2015Sales leadership, EMU Australia and Highline UnitedKey accounts in Southern and Eastern Europe, sales DACH
- before 2011Foot LockerStore management in sportswear retail
Questions
Before we talk
How does a retainer with Marcel Melzig work?
We agree on a focus, a number of days per month and the people I work with. In between you have a direct line. Every quarter we review progress against the goals we set. Retainers usually start with a short diagnostic of market, channel and range.
Can he help a brand enter the European market?
Yes. I have built and run sales in DACH, Southern and Eastern Europe for international footwear brands and led EMEA for Stella International. I help with country sequence, distributor or own setup, pricing and the first key accounts.
Does he work with start-ups?
Yes, with founder-led brands and scale-ups that need commercial structure: wholesale readiness, pricing, retailer selection and preparation for investor conversations.
Is he available for advisory or supervisory board roles?
Yes. I take on advisory board (Beirat), supervisory board (Aufsichtsrat) and non-executive roles. I chaired the advisory board of Selling Community and was part of the international senior management team of Stella International.
Where is he based?
In Germany, working with brands worldwide in English and German.
Tell me where your brand stands
And what has to happen in the next twelve months. I read every request personally.