Outdoor group Patagonia has named Nina Hajikhanian as general manager of its business in Europe.

She joined Patagonia in Amsterdam four years ago and worked first as e-commerce director for Europe and, more recently, as director of the group’s direct-to-consumer business in the same part of the world. Before joining Patagonia, she spent almost eight years at adidas.

In her new role, she will oversee the work of the 12 stores Patagonia has in the region and the 300 people who work for the company.

Originally from Iran, Nina Hajikhanian grew up in Austria and describes herself as someone who loves nature and the outdoors, with a special passion for skiing, hiking, mountain biking, surfing and climbing.

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