Today (January 19), Haypp Group announced the appointment of Gabriel De Prado as president of its U.S. market, effective January 9. The parent company of Nicokick.com and Northerner.com, Haypp said the move is intended to accelerate growth in the nicotine pouch category.
De Prado, who previously served as Chief Commercial Officer, will oversee U.S. business operations with a mandate to strengthen commercial execution, deepen regulatory engagement, and further position Haypp as a leading compliant retailer in the fast-growing U.S. market. Chief Executive Officer Gavin O’Dowd said the appointment comes at a pivotal moment for the company’s U.S. expansion, citing De Prado’s international leadership experience, commercial discipline, and expertise in highly regulated sectors. De Prado brings more than 20 years of experience across Latin America and Europe, including senior roles at British American Tobacco, where he led strategic planning, consumer insights, and commercial execution across multiple markets.
During his tenure as Haypp Group’s CCO, De Prado led commercial operations across six countries, supported revenues exceeding €300 million, and built the company’s global insights and analytics function.
“Responsible growth isn’t optional in this category, it’s fundamental,” De Prado said. “My priorities are clear: disciplined growth, top-tier talent, and setting the highest standard for modern oral nicotine in e-commerce, while continuously listening to and adapting for the American consumer.”