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O’Byrne comes to Mace

Willie O’Byrne returns to BWG as the new managing director for the expanding Mace brand

Sep 11 2008

Willie O’Byrne is the new managing director for Mace

Willie O’Byrne is the new managing director for Mace

As part of a major drive for the Mace brand, the symbol group has gained a new managing director, in the shape of Willie O’Byrne. After seven years as O2’s head of wholesale, O’Byrne has come to the group as BWG begins its expansion of the Mace convenience brand, following the acquisition of Mangans Wholesale, which had held the Mace franchise in the west of Ireland.

As managing director, O’Byrne is now responsible for the development of the brand across over 290 stores nationwide, including more than 60 Mace Maxol forecourts, and 45 Vivo stores. Having previously worked in BWG as cash-and-carry director in the 1990s, O’Byrne is familiar with the company and the grocery channel. His ultimate goal for the present will be to strengthen the brand’s market presence through the roll-out of more new stores. BWG Group chief executive, Leo Crawford, remarked: “The appointment of Willie reflects the increasing strategic importance of the Mace and Vivo brands within the enlarged BWG Group.”

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