by Stephen Garner
SAXX Tom Helleberg
Tom Helleberg

As the fastest growing men’s underwear company in North America, Saxx Underwear is looking to expand its distribution globally.

In order to help in this expansion, Saxx has hired industry veteran Tom Helleberg as its international sales director, effective immediately. Helleberg brings over 20 years of experience of expanding brands internationally to this newly created position.

Most recently, Helleberg was the VP of international sales for Spy Optic, where he grew and developed the business internationally and launched both direct-to-consumer and B2B websites across the globe.

“We are pleased to add someone with Tom’s experience to the Saxx leadership team during this time of rapid growth,” said Tim Bartels CEO of Saxx Underwear. “Tom has had proven success in executing go-to-market strategies including brand strategy, distribution, sales, marketing and operations in both foreign and domestic marketplaces for premium brands. He will be leading our international expansion strategy and execution.”

“I am excited and fortunate to be joining the Saxx team at such a pinnacle moment,” said Helleberg. “Saxx has assembled a management team with an amazing depth of experience as well as energy! I look forward to having the opportunity to use my 20-plus years of international experience to help Saxx replicate their success in North America in the rest of the world.”