Swiss CBD brand looks to luxury branding expert to build European expansion

Swissx Labs, which makes smokable hemp and hemp-derived CBD products, has hired a new sales director to spearhead the brand’s expansion in Europe.

Christian Wagner takes the reins as head of sales and marketing in Switzerland after working in luxury branding for high-end hotels and fashion brands. Wagner also worked as a senior innovation manager at Japan Tobacco International, the third biggest tobacco company in the world.

“Christian comes with an incredible track record with brands like Dior, L’Oreal, American Spirit and BMW and mega companies like Interbrand, JTI and BBDO,” CEO Alkiviades David said in a statement. “His past deals have moved entire markets.”

Wagner recently closed a deal to place the brand’s CBD products in Maison Lorenz Bach luxury retail shops in Switzerland.

Founded in 2015, Swissx Labs is based in Gstaad, Switzerland, and sells flower, seeds, chocolates, vapes and a range of oils containing CBD and other cannabinoids. The brand has significant penetration in convenience stores in southern California and also sells monthly product subscriptions.