Bergans CEO Silje Garberg Ree To Move To Swix Parent Co' Brav

Silje Garberg Ree is stepping down as CEO of Bergans of Norway at the end of the year to take the helm at Brav, the Norwegian parent group behind iconic outdoor and winter sports brands including Swix, Toko, Lundhags, and Helsport.

The executive transition follows a major operational turnaround at Bergans, where Ree served as CEO beginning in May 2024. During her tenure, she steered the historic outdoor brand through post-pandemic market disruptions by streamlining product lines, establishing a unified brand platform, and restructuring internal cost models.

Executing a Dual-Company Turnaround

Ree’s appointment aligns with strategic milestones for both major Norwegian outdoor players. At Bergans, her leadership successfully completed a comprehensive structural reorganization, leaving the heritage brand positioned for international expansion.

Concurrently, Brav—owned by Norwegian investment firm Ferd—recently concluded its own multi-year restructuring program. Ree’s mandate at Brav will focus on scaling profitability across the group's activewear, hardgoods, and gear portfolio.

"I am entering the role with a long-term perspective on how we can together further develop these strong brands. My focus is clear: lead Brav and our brands into a new phase of profitable growth." said  Silje Garberg Ree, Incoming CEO of Brav

Executive Background and Governance Transitions

Ree brings a deep commercial background to the role, having held senior leadership positions at SATS, Orkla, and Boston Consulting Group prior to her executive tenure at Bergans.

Bergans Chairman Petter Schouw-Hansen thanked Ree for establishing a solid foundation for the company, noting that early results from her cost-restructuring initiatives are already materializing across the business. Interim CEO Cathrine Stange will continue leading Brav until Ree formally assumes the position by the end of the year.