Shopware levels up its management

Schöppingen, 07/09/2020 – Shopware strengthens its position by having Boris Redlich join their management board As the new International Sales Director, he is taking over from Herbert Lefering, who is moving to a new area of responsibility at shopware AG as the Director Knowledge.


The “Knowledge” area, which includes e.g. the popular Shopware Academy, has been growing rapidly in recent years. “With Herbert Lefering, we have found the perfect match to further professionalise and expand this crucial area at Shopware”, says Stefan Hamann, Managing Director at shopware AG. Herbert Lefering, who holds a degree in business science, had worked as an independent management consultant before joining the IT sector. For a decade, the sales expert was in charge of developing and managing global sales at Tobit Software AG before launching the EMEA business of the Canadian company GWAVA, which he managed for 16 years. Most recently, he was the first International Sales Director at shopware AG.

After years of sales experience, Lefering is now looking forward to realigning his work and highlights the international relevancy of the new Knowledge area: “Setting up the Knowledge area is a key pillar for Shopware’s international development strategy. My area of responsibility is changing, my focus stays the same.”

“Impressive Environment”

In Boris Redlich, Shopware has found a qualified successor to Herbert Lefering. The new International Sales Director not only boasts an agile mindset and a “hands on” mentality. Having studied International Business Studies and gained international experience in Chile and the United States, Redlich has more than 20 years of sales and leadership experience under his belt, including stints at General Electric, Siemens AG and Insight Technology Solutions amongst others. Most recently, he was in charge of the strategic development and professionalisation of the sales department for a market leader in software personnel management, where he was able to achieve considerable success at a continuous growth of up to 30% per annum.

“It was not only the impressive environment and the spirit of the company that convinced me to take this step – above all, it was the prospect of perpetuating Shopware’s success story at an international level. With Shopware 6, the company has set the technological course for further growth, and I am proud to be able to help shape the journey ahead”, Boris Redlich is pleased to note.


left to right: Boris Redlich, Herbert Lefering



Wiljo Krechting

Wiljo Krechting

Manager Public Relations

Wiljo Krechting is an ecommerce expert and Manager Public Relations at the ecommerce platform provider Shopware. The media professional has a master’s degree in political science and journalism from the universities of Münster and Melbourne, where he gained experience as a foreign correspondent for the publisher Axel-Springer-Verlag. Krechting has worked as a journalist at Rheinische Post, WELT, BILD, Hamburger Abendblatt and the Australian business portal