US-based chew toy brand Benebone has appointed Lionel Arous as Head of European Strategy & Sales, reinforcing its commitment to focused and ambitious growth across European markets.

This appointment reflects Benebone’s clear direction in the region: building a focused and high-quality distribution network, supported through practical, strategic and operational expertise rooted in the realities of distribution networks and points of sale.

With a strong track record of working alongside distributors to build sustainable, long-term businesses, Lionel brings deep hands-on knowledge of European markets, retail dynamics, and the day-to-day challenges faced by sales teams on the ground.

Lionel will bring his strategic and operational expertise to support the development of the brand across European markets, working closely with partners to translate Benebone’s ambitions into practical, market-adapted solutions.

“We’re on a mission to build a best-in-class distribution network in Europe, setting our customers up for success,” said Paul Nolan, Benebone’s International CEO.

“With Lionel’s unrivalled experience in the category, we couldn’t be more excited to have him on board to deliver even greater value to our customers.”

Rather than a short-term commercial approach, this role is designed to reinforce Benebone’s philosophy of working with partners, not just selling to them.

By investing in dedicated European sales support, Benebone aims to ensure its partners are not only represented but supported in building something that lasts — a brand that makes sense commercially, resonates with consumers, and performs strongly in-store.

Lionel will work closely with Benebone’s European distributors to strengthen market foundations, support retail execution, and contribute to a shared vision of long-term success.