Arc'teryx Taps Lifestyle Vets in Bold Push for Global Brand Dominance

NORTH VANCOUVER, BC – January 27, 2026 – Arc'teryx Equipment, the Canadian company revered for its high-performance outdoor gear, has signaled its most aggressive move yet to conquer the global market, appointing Avery Baker, a former Tommy Hilfiger executive, as its first-ever Chief Brand Officer. The newly created role is part of a significant leadership expansion that also includes Tobia Prevedello, formerly of luxury house CELINE, as the new General Manager for Europe, the Middle East, and Africa (EMEA).

These high-profile appointments are the clearest indication of Arc'teryx's strategy to evolve beyond its core identity as a technical apparel brand for mountain athletes. By bringing in leadership steeped in global lifestyle and luxury fashion, the company is positioning itself to accelerate growth, elevate its brand narrative on a worldwide scale, and capture a new, broader audience that values both pinnacle performance and premium design.

A New C-Suite for a New Summit

The creation of the Chief Brand Officer role marks a pivotal moment for Arc'teryx. Avery Baker will report directly to CEO Stuart Haselden, taking charge of global brand strategy, marketing, and the creation of a new consumer experience team. Her mandate is clear: to scale the brand's connection with consumers globally while disrupting what the company calls the “vertical outdoor industry’s standard approach.”

“Avery’s appointment as Chief Brand Officer marks a defining moment in our growth journey,” said Haselden in a statement, emphasizing the goal of bringing the brand to “more markets and more people worldwide.” He highlighted her track record in building iconic lifestyle brands while preserving their core culture, a skill crucial for Arc'teryx as it navigates this expansion.

Baker’s experience at Tommy Hilfiger, where she was instrumental in globalizing the brand and launching transformational programs like the “See Now Buy Now” shoppable runway, suggests a future for Arc'teryx rich with sophisticated storytelling and enhanced consumer engagement. “I’m here to help bring value and meaning to every moment of consumer interaction at scale, ensuring that authenticity, innovation, and connection remain core to who we are as a brand,” Baker stated.

Simultaneously, the appointment of Tobia Prevedello as GM for EMEA underscores the focus on regional execution. His deep experience managing the complex EMEA region for LVMH-owned CELINE provides Arc'teryx with proven luxury and retail expertise in a key growth market. These hires are part of a wider strategic build-out that includes recent additions like Matt Bolte as Chief Merchandising Officer and dedicated leadership for its urban-focused Veilance line, with Marissa Pardini as General Manager and Ben Stubbington as Creative Director.

Fueling an Already-Blazing Fire

The executive overhaul is not a course correction but an injection of rocket fuel into an already high-performing engine. Arc'teryx has been the crown jewel for its parent company, Amer Sports, driving substantial growth and a return to profitability. The Technical Apparel segment, led by Arc'teryx, surpassed $2 billion in sales in 2024, posting a remarkable 36% growth.

This momentum is global. While the Americas and EMEA saw steady growth, the brand's expansion has been explosive in Asia, with Greater China revenue increasing by over 53% and the wider Asia-Pacific region growing by more than 45%. This performance is largely fueled by an aggressive direct-to-consumer (DTC) strategy, which saw revenue climb 40% in the second quarter of 2025.

To capitalize on this, the company plans to nearly double its global retail footprint from approximately 160 stores to around 300 by 2030, with a focus on North America, Europe, and Asia. The new leadership team is tasked with ensuring this rapid physical expansion is matched by a corresponding elevation of the brand's presence and desirability in these diverse markets.

Blurring the Lines Between Mountain and Metropolis

The backgrounds of Baker and Prevedello—from the worlds of accessible premium fashion and exclusive luxury—point directly toward a strategy that embraces the “gorpcore” phenomenon, where technical outdoor apparel becomes a high-fashion statement. Arc'teryx is no longer just for the climber on a frozen rock face; it is increasingly for the urban creative in a rain-swept city.

This pivot is a calculated move to capture a larger share of the premium outerwear market. The brand has explicitly stated its aim to compete across three segments: outdoor performance, luxury outerwear, and the broader athletic apparel market. The intensified focus on the Veilance collection, which accounts for about 5% of revenue, is a clear manifestation of this strategy. By installing dedicated leadership for this minimalist, urban-tech line, Arc'teryx is cultivating a brand-within-a-brand to compete directly with high-end fashion labels.

The challenge will be to execute this delicate balancing act: appealing to a fashion-conscious consumer without alienating the loyalists and mountain professionals who built the brand's reputation on uncompromising performance and durability. The company's success will depend on its ability to infuse its marketing with lifestyle appeal while maintaining the product integrity that justifies its premium price point.

A High-Stakes Ascent in a Crowded Field

Arc'teryx's strategic pivot sets it on a distinct path from its primary competitors. While Patagonia doubles down on its identity as an activist brand built on sustainability and anti-consumerism, and The North Face chases younger consumers through streetwear collaborations with brands like Supreme, Arc'teryx is climbing toward the luxury peak.

Its strategy appears to be one of category elevation, using its undisputed technical credibility as a launchpad into the even more lucrative premium and luxury markets. This move allows it to differentiate itself in a crowded field, targeting an affluent global consumer who is willing to invest in products that offer both elite performance and a sophisticated, minimalist aesthetic.

By building a leadership team with a deep understanding of brand narrative, consumer experience, and luxury retail, Arc'teryx is betting that its future lies not just in making the best technical gear, but in becoming one of the world's most desirable performance brands. The industry will be watching closely to see if this calculated fusion of alpine credibility and metropolitan chic can redefine the summit of the global outdoor market.