Bollé Safety has is continuing its efforts to expand its presence in the North American market with additional key appointments.

A leading provider of safety eyewear in the PPE eyewear segment, catering to diverse sectors including construction, industrial, first responder, military, healthcare, and cleanroom industries, the company is pleased to announce the appointment of Ellena Wong as the Vice President of Sales for North America and Latin America Markets. Prior to joining Bollé Safety, Wong served as Director of Sales at Drager, the international leader in the fields of medical and safety technology.

Last year, Richard Heppell was appointed as the Chief Commercial Officer and tasked with further advancing the company’s footprint in North America and reinforcing its commitment to delivering top-tier products and services.

Wong now assumes the role of VP, Sales for North America and LATAM. With a proven track record and over 18 years of experience in sales leadership across various industries, Wong will lead an augmented team focused on nurturing partnerships and driving sustained growth.

“This investment underscores our commitment to customer service, digitalization, prescription, product and brand innovation, and is a testament to our ambitions for continued growth in the North American market,” said Peter Smith, CEO, Bollé Brands Group and President of Bollé Safety. “The exceptional leadership of Richard and Ellena, along with their teams, will bring immense value to our partners as we collectively drive accelerated growth in the coming years.”

The brands ongoing investment in North America underscores its dedication to driving innovation and sustainable growth, reaffirming its position as a leader in the PPE eyewear market.


“I’m honored to be part of this dynamic team at such a pivotal time of expansion across North America. The relentless focus on innovation, quality, performance, and sustainability by Bollé Safety aligns with my own values, and I eagerly anticipate contributing to their mission and ambitious growth plans,” said Wong.

About Bollé Brands Group

Created more than 130 years ago in France, Bollé Safety is the global PPE Eyewear Specialist (Personal Protective Equipment). As an international player, Bollé Safety offers a wide range of innovative eye protection products that are comfortable, designed and adapted to each market segment (construction, health, energy, heavy industry, defense, clean rooms, automotive, office automation, etc.), with a growing focus on Eco-conception. In more than 100 countries, Bollé Safety equips 20 million workers with products that improve their performance and well-being, from the moment there are risks for the face and the eyes, even in extreme environments. Since 2021, the brand has accelerated its CSR approach. This approach focuses on the measure of its impacts, product, and packaging innovations as well as internal commitments. To learn more please visit:

Mark Tedeschi
True North Brand Group, Inc.