Columbia Sportswear appoints new president for prAna

09 Sep '17
3 min read

Columbia Sportswear Company, innovator in the active outdoor apparel, footwear, accessories, and equipment industries, has appointed Russ Hopcus as president of the prAna Brand. Hopcus, who has served as senior vice president of North America Sales for the Columbia brand since 2013, will report to Doug Morse, senior vice president- Emerging Brands and APAC.

The appointment becomes effective October 1, 2017

Russ Hopcus will be appointed President of the prAna Brand, reporting directly to Doug Morse, Senior Vice President – Emerging Brands and APAC. Hopcus has served as Senior Vice President of North America Sales for the Columbia brand since joining the company in 2013, during which period Columbia brand wholesale sales in the region grew more than 30 percent.

“As a 32-year veteran of the active apparel and footwear industry, Russ brings extensive leadership experience in brand and market development to prAna,” noted Morse. “He will be relocating to join our prAna team in Carlsbad, California and be responsible for managing the brand in all channels and continuing to strengthen the brand’s position as a leader in both performance and sustainability.”

Hopcus commented, “I’ve long admired the great work that the prAna team has done to build the prAna brand through a clear brand identity, outstanding products and a commitment to sustainability and community. I’m thrilled by the opportunity to join the team and further its mission to inspire healthy, active, free-spirited lifestyles in the US and around the globe.”

Succeeding Hopcus, Joe Craig will be promoted to senior vice president, North America Sales for the Columbia brand, reporting directly to Franco Fogliato, executive vice president – Americas general manager. Craig first began working with Columbia in 1995, representing the brand in nine states as an independent sales representative and co-owner of CW Outdoors. He then joined Columbia in 2009 and has served as vice president of US Apparel Sales for the Columbia brand since 2013.

“Joe is a talented sales executive who has built solid relationships with our wholesale customers,” said Fogliato. “I look forward to working with him to develop and implement sales strategies that build upon the Columbia brand’s leadership position in the rapidly evolving North American marketplace.”

Craig added, “These are challenging and exciting times in the North American market. I am excited to continue working with Franco and our wholesale customers to elevate the Columbia brand’s compelling promises of innovation, performance and accessibility for consumers of all ages and interests.”

Succeeding and reporting to Craig, Dean Rurak will be appointed vice president of US Apparel Sales for the Columbia brand. Rurak joined the company in 1996 as a Columbia brand sales representative in Canada and has held various roles in Columbia brand sales and product management since moving to the company’s Portland, Oregon headquarters in 2008, where he has served as vice president, Apparel Merchandising since January 2017.

“Dean and I have worked together in many capacities over the past decade,” said Craig. “He has always been a valued partner with keen consumer insights and a solid understanding of the North American wholesale markets. His experience will be instrumental as we work to build upon the Columbia brand’s strong position with our valued US wholesale customers.” (SV)

Fibre2Fashion News Desk – India

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