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New faces for Berghaus; opens EMEA regional office
Jun '11
Berghaus has increased its focus on Germany with a significant investment in the market. Following the restructure of the global business earlier in the year, the company has now opened its EMEA regional office in Munich, a dedicated showroom and regional territory showrooms.

To achieve sales ambitions and implement a 'closer to the customer' strategy, 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.

The Berghaus EMEA regional office is located within the MOC Order Centre in Munich. A team based in the new office will be responsible for Berghaus sales, marketing and customer services across Europe. Led by EMEA sales director Simon Roberts and European product line manager Sebastien Willefert, Berghaus EMEA will also input directly into product development, ensuring that new ranges will have commercial appeal across Europe.

For the Nord Rhein Westphalia region, Berghaus has engaged the services of Sport Aktuell, a long established and well respected agency. Thomas Krichel is taking on the role of dedicated Berghaus brand manager and will be supported by the wider business unit and a dedicated showroom in the Neuss Order Centre.

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. It's location is room A124 in the MOC.

Richard Leedham, Berghaus vice president EMEA, comments:
“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. 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.”

The Pentland Group is the owner of the Berghaus brand.


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