Berghaus opens Munich regional office
UK-based outdoor apparel firm Berghaus has increased its focus on Germany with a significant investment in the market, and has opened a new regional office in Munich. To achieve sales ambitions, Berghaus has also strengthened its sales force in Germany and Austria, with the appointment of two new agencies to represent the brand in Germany and a new joint agency agreement in Austria.
A team based in the new Munich office will be responsible for Berghaus sales, marketing and customer services across Europe. Led by Europe, the Middle East and Africa (EMEA) sales director Simon Roberts and European product line manager Sebastien Willefert, Berghaus EMEA will also input directly into product development.
For the Nord Rhein Westphalia region, Berghaus has teamed up with agency Sport Aktuell. Thomas Krichel is taking on the role of dedicated Berghaus brand manager.
Further south, Berghaus has also employed a new agency for the Bavarian region, owned and run by Oliver Aram, who has previously worked for Berghaus on its retail support and training initiatives. Oliver Aram and his agency will be based in Berghaus’ new Munich showroom in the Munich Order Centre (MOC). To the west, Frank Saile of former agency Böhringer will move to his local region of Baden-Württemberg and will work for Berghaus with his own agency Saile.
The new Berghaus showroom in Munich is 200 square metres in size and is a showcase for the full Berghaus collection – Extrem, Mountain, Trail Sports, Trail, accessories, footwear and equipment.
“Berghaus has been making good progress across Europe in recent years, but this major investment in infrastructure and people will allow us to take the next critical steps in our development into one of the world’s leading performance outdoor brands,” said Richard Leedham, Berghaus vice president EMEA. “Given the importance of Germany as an outdoor market, Munich is an excellent location for our EMEA regional office and showroom. We will have a strong team based there and they will provide essential support to our growing sales force in Germany and Austria, and further afield.”
