Frozen food specialized Spanish retailer La Sirena has appointed Jorge Benlloch as the company’s new CEO. The company is controlled by British venture capital fund OpCapita since 2014.
Benlloch will succeed Francesc Casabella, who has decided to leave his position as first executive and member of the board of directors to undertake new projects, although he will remain involved in La Sirena for a time as an advisor to the firm he has managed since 2008.
Benlloch ran the hypermarket and supermarkets business of Organización Soriana, a food distribution chain listed on the Mexican stock exchange and valued at USD3,300m. He has a significant track record in the retail sector, as he has held management positions at Carrefour, Dixons PC World and Vodafone.
Benlloch’s objective will be to continue to promote the brand, taking full advantage of its growth potential. “His extensive experience will be very beneficial for our company,” said Stephen Alexander, president of La Sirena.
The chain has a network of 256 stores in Catalonia, Madrid, Aragon, Castellón, Valencia and Andorra and, in the last twelve months, has strengthened its management team with key contracts in the departments of business development and marketing, purchasing and development of product, systems and management control.
