Amocarat CEO Pat Romanek focuses on a new strategy for Obsessive

Amocarat, a producer of sensual lingerie and the owner of the Obsessive brand, which has been present in 66 global markets, has a new CEO for over a year. Pat Romanek, with over 25 years of business experience, is recognized as an expert in the field of business transformation and development. Over the past 10 years, she has effectively led the Polish branch of a British FMCG company, contributing to the company’s expansion into over 20 markets in Europe and the Middle East. The new CEO places great emphasis on innovation and the development of new business areas, aligning perfectly with Amocarat’s plans. The past months for the Obsessive brand have been a period of intense change, both in the distribution strategy, focusing on omnichannel, and in strengthening cooperation with business partners through the establishment of strategic partnerships with the largest distributors in Europe, ensuring distribution in both B2C and B2B channels. It also involves planning to refresh the company’s image and adapt communication to current customer expectations, all while building a consistent brand and expanding product availability. “Participating in the eroFame trade fair is an opportunity to present our new strategy for the coming year, based on research into European markets, which we have been working on intensively for the past few months,” says Pat Romanek. “Our new spring offer will be exceptional, focusing on customer needs and sales optimization. In the coming months, we want to support our business partners by providing not only the products that customers demand but also appropriate communication. We have a clear development strategy in highly competitive markets, and we are confident that we will bring a fresh perspective to the sensual lingerie category, where Obsessive, as a brand with tradition, meets the expectations of the modern customer.”