Verge Motorcycles has appointed George Blankenship as its new chief revenue officer. With a career spanning more than 40 years, Verge says Blankenship is known for developing acclaimed retail strategies for world-renowned brands such as Apple and Tesla. Blankenship will be responsible for developing Verge Motorcycles’ customer interface and customer journey, as well as its global store strategy.

Brick-and-mortar stores will play an important role for Verge as a manufacturer of luxury motorcycles, even though at the moment most orders come through the online store, the company notes. The stores, which function primarily as showrooms and brand centers, will offer not only test rides but also impressive experiences that arouse people’s interest and attract them to become part of Verge’s community and lifestyle, the company said.