High-level appointees for two Columbia brands
Portland, Oregon-headquartered group Columbia Sportswear, owner of brands including Columbia, Prana, Mountain Hardwear and Sorel, recently announced new presidents at two of its companies.
Monica Mirro, an alumna of brands including Under Armour and Spanx, has joined Prana as president, whereas former The North Face executive Troy Sicotte has ascended to the role of president at Mountain Hardwear. Mr Sicotte was previously vice president of sales in North America at the technical outdoor brand, having first joined the company in 2018.
Commenting on her new position, Ms Mirro said that she was looking forward to expanding awareness of Prana’s “power” as a label by taking steps to further brand discovery and broaden customer experience possibilities. (The California-based company specialises in apparel specifically geared towards yoga, travel and outdoor "adventures”.)
In support of this sentiment, Columbia Sportswear’s senior vice president of emerging brands, Craig Zanon, echoed that Ms Mirro’s “growth mindset, strategic discipline and people-first approach” would help her achieve her stated mission.
Meanwhile, Mr Zanon emphasised his feeling of pride at Mr Sicotte’s internal promotion, adding that this would facilitate a “smooth transition” for both the Mountain Hardwear team and business, also headquartered in California.
In a similarly positive statement, Mr Sicotte described his last three years with the brand as the best in his career so far, particularly on account of the “hardworking and passionate” people behind Mountain Hardwear, he said.
Suggesting international expansion plans afoot, Mr Sicotte concluded: “I’m honoured to now help lead the brand’s continued global growth.
"Our focus on innovative mountain sport product and thoughtful distribution will optimally serve customers and our retail partners across the globe.”
Image: Malka Abreu wears Prana trousers. Credit: Pixels by Lana
