Dr. Martens France Appoints Stéphane Goudard as GM

Dr. Martens confirms Stéphane Goudard as General Manager for France

British footwear brand Dr. Martens has appointed Stéphane Goudard as the new general manager of its French operations. Goudard, who had been serving in an interim capacity since August 2026, assumed the role permanently on 1 November.

The company praised Goudard for bringing “a strong commercial pace and a deep understanding of the French market during a demanding period for the business”. Dr. Martens also noted that the appointment reflects its ongoing commitment to nurturing and promoting internal talent.

Internal talent and market expertise

Mike Stopforth, chief commercial officer at Dr. Martens, highlighted Goudard’s expertise, stating that working with him so far has clearly demonstrated his capabilities. “It is this, combined with the strength of the in-market team, which gives me real confidence in our ability to unlock the long-term potential of the Dr. Martens brand in France,” Stopforth added.

The move comes as Dr. Martens continues to prioritise its largest markets in EMEA, with a particular focus on growing its full-price mix for FY27, France included.

A track record in sales leadership

Goudard brings a wealth of experience to the role, having held senior sales leadership positions at Levi Strauss & Co., Esprit and Eden Park. His background spans wholesale, marketplace and franchise operations.

He first joined Dr. Martens in 2019 as head of sales for France. Since then, he has been credited with leading the French team through several key milestones, including the opening of the Le Marais Brand Centre.

Strategic focus on full-price growth

The appointment underscores Dr. Martens’ strategy to strengthen its presence in key European markets. By promoting from within and leveraging Goudard’s deep understanding of the French market, the company aims to drive sustainable growth and enhance its brand positioning in the region.

With Goudard at the helm, Dr. Martens France is well-positioned to navigate the challenges of the current retail environment and capitalise on opportunities for expansion and increased market share.