Sjoerd Leeflang  joined the Fiskars Group in 2013 through the acquisition of Royal Copenhagen, a porcelain company strongly connected to the Danish Royal Family. He successfully led this brand within the Fiskars Group until 2019, when he moved to lead the development of the Wedgwood and Royal Copenhagen business in China.

In February 2021 he was appointed Vice President, English & Crystal Brands, which include Waterford, Wedgwood, Royal Albert and Royal Doulton, based out of  the Barlaston office in the UK . His main tasks are to turn around the business into growth, whilst respecting the heritage of the brands and its strong footholds in the UK & Ireland, including its factories. Key markets are the US, Australia, Japan, China and the UK & Ireland.

Originally from Holland , Sjoerd lives in Sweden with his wife and three children,  commuting regularly to the UK where his team is based. In his free time, Sjoerd enjoys cooking and entertaining with friends & family. A keen sportsman he enjoys both sailing, golf and training for swim run events – a Swedish endurance sport which combines trail running with open water swimming .

Prior to joining Royal Copenhagen and subsequently the Fiskars Group, Sjoerd has held various Marketing & Sales positions in companies such as Weight Watchers, Disneyland Paris and KPN Telecom.