Steiff Announces Retirement of Jim Pitocco, President of Steiff North America

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Steiff has announced the retirement of Jim Pitocco as President of Steiff North America, effective December 31st, 2023. Pitocco will continue his long association with Steiff by transitioning to the Steiff North America board, where he will support the ongoing development of the organization on an as needed basis.


“During the last two decades, there have been many successes, challenges, and changes at Steiff North America,” said Pitocco. “The repositioning of Steiff from a collectible brand to a plush-based business in the North American market creates the strongest foundation for future success.”


“I would like to thank Jim for both his professional and his personal commitment to the company during his considerable length of service,” said Frank Rheinboldt, CEO of Margarete Steiff GmbH. “His passion for the Steiff brand and especially, for promoting the American market, have always been at the forefront of his efforts.”


PItocco will be succeeded by Felix Oeding-Erdel. For the past 2.5 years, Oeding-Erdel was Head of Finance in a biotech business with 50+ employees, responsible for financial, strategic and marketing initiatives. Prior to that position, he was the Project Manager at his family business, developing and implementing an online shop and MIS for fine jewelry and watches. Throughout his academic career, Oeding-Erdel gained experience in the managing consulting and private equity industries, and graduated with Distinction in Emerging Economies & International Development from King’s College London. He also obtained First Class Honors in his Double Degree of International Management from ESB Business School and Lancaster University in 2018.


Oeding-Erdel will assume his duties following an intensive onboarding at both Steiff GmbH and Steiff North America.


“We wish both Felix and Jim every success as Steiff N.A. continues to develop and take advantage of new opportunities both digitally and with traditional retail distribution,” said Rheinboldt.


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