Dive Brief:
- Arc’teryx has named Avery Baker as its first chief brand officer, according to a company press release. Baker spent more than two decades in a variety of roles for Tommy Hilfiger, including as its chief brand officer and head of brand management.
- Baker will head up global brand strategy, marketing, communications and the establishment of a consumer experience team, per the release. She reports to Arc’teryx CEO Stuart Haselden.
- Arc’teryx also named Tobia Prevedello as its general manager of Europe, the Middle East and Africa. Prevedello most recently served as managing director for EMEA at Celine.
Dive Insight:
The creation of a chief brand officer role is part of Arc’teryx’s strategy to expand its reach into more markets, with a focus on long-term growth across North America, EMEA, Asia-Pacific and Greater China.
The strategy aligns with Baker’s background in building up iconic brands like Tommy Hilfiger.
“Avery’s appointment as chief brand officer marks a defining moment in our growth journey as we execute against our global strategy and bring the Arc’teryx brand to more markets and more people worldwide,” Haselden said in a statement. “Keeping performance and design at our core, Avery will help us deepen connections with our existing guests and communities, while also reaching new audiences who appreciate the pinnacle performance and design the brand is known and loved for.”
In EMEA, Prevedello succeeds Sven Radtke, who left Arc’teryx to join Jack Wolfskin as its chief commercial officer, per his LinkedIn.
The two new appointments follow several recent executive additions at Arc’teryx, including Matt Bolte as chief merchandising officer, Marissa Pardini as general manager of Veilance and Ben Stubbington as creative director at Veilance.
Arc’teryx parent company Amer Sports recently reported growth in all three of its segments. In Q3, overall revenue increased 30% year over year to nearly $1.8 billion. Technical apparel increased 31% compared to the year-ago quarter to $683 million, outdoor performance increased 36% to $724 million, and ball and racket sports increased 16% to $350 million.
Less than two years ago, Arc’teryx was cited in a Circana report as one of the fastest-growing outdoor specialty brands.
Amer Sports filed for an IPO in early 2024 and reported double-digit sales growth in its first quarterly report that March. Its initial public offering allowed the company to raise almost $1.4 billion which it has used to foster its continuing brand expansion.
