Patagonia entrusts the European market to Stephan Hagenbusch

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Jun 11, 2024

Patagonia has recruited a mountain brand specialist to lead its marketplace in Europe, the Middle East, and Africa region. Stephan Hagenbusch, who previously served as the managing director for Europe at the mountaineering brand Black Diamond, will join the Amsterdam headquarters of the American brand to oversee wholesale activities, e-commerce, and stores. He is also tasked with supporting projects with customers and practitioner communities.

Stephan Hagenbusch EMEA marketplace director of Patagonia – Rudi Wyhlidal /Patagonia

The German executive, who joined Black Diamond a decade ago and was based in Innsbruck, Austria, will now report to Nina Hajikhanian, general manager for the geographic area.

“We knew we needed someone with a blend of technical expertise and creativity, who shares our passion for outdoor sports and brings a healthy dose of pragmatic collaboration. Stephan possesses all these qualities, and we are eager to immerse him in Patagonia’s operations,” said the executive in a statement.

Stephan Hagenbusch has authored guides and articles on outdoor sports, including a trekking guide on Switzerland, as well as research publications on climate and economic issues. Before joining Black Diamond, he worked at Amer Sports Group, particularly with Salomon and Suunto, as marketing director for German-speaking markets.

“The culture, values, and commitment of Patagonia to offer a different way of doing business are what excite me. Having spent my life engaging in mountain sports, I have witnessed firsthand the climatic consequences in Europe, from glacier melt to reduced snowfall, and I am eager to bring Patagonia’s mission to life: we are in business to save our home planet,” the executive remarked.

Founded in 1973 by its iconic leader Yvon Chouinard, who decided to “donate the company to the planet,” Patagonia is known for its environmental actions and donations to environmental associations and operations. It remains a strong player in the outdoor sports sector both in image and activity.

Although the company does not disclose its financial results, statements in recent years suggest its annual revenues exceed one billion dollars.


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