YNOT EUROPE – Leeds, England-based RH Smith & Sons has hired adult novelty industry veteran Mark Behar to lead U.S. market-development efforts for its Fever and Smiffy’s brands of costumes, accessories and lingerie. Behar previously held positions in regional and national sales with American brands Leg Avenue and Rubies Costume Co. Inc.

According to Julian Smith, head of international development for RH Smith, the company plans a major launch of Smiffy’s and Fever in the U.S. market in 2013. Behar will focus on expanding the company’s adult consumer base in the country by attending to range development, pricing policy, promotional strategy and media support.

“Our U.S. forward orders year-to-date are already ahead 116 percent, thanks largely to the hard work of the UK-based team and our expansion into adult key accounts over the last few months,” Smith said. “We have set the foundations for a successful year. Mark’s appointment signifies a serious step-change in our company’s U.S .sales objectives, in what is potentially the largest prospective international market for our Smiffy’s and Fever brands, and the work that we undertake over the next few months will be crucial in setting the foundations for big things in 2013.

“Mark holds an exceptional record for sales team management, as well as key account and brand development — notably specializing in bringing new brands to market,” he continued. “He will oversee the building of a significantly strengthened agent resource, providing full state coverage in the U.S., and will be drawing key sales professionals in to Team USA, bringing with them category experience and an established customer base. He has created an initial core of eight agents who are already operational, and these will be joined by others over the next few months.”