Bergans of Norway Overhauls Central European Sales; Appoints Mario Alkov as Director

Outdoor heritage brand Bergans of Norway has announced a significant restructuring of its sales operations across Central Europe, effective May 1, 2026. The move is part of a broader strategic initiative to deepen market penetration and modernize its retail partnerships in one of the world's most competitive outdoor markets.

Leading this new chapter is Mario Alkov, who has officially assumed the role of Sales Director Central Europe. Alkov is tasked with spearheading commercial development and expanding the brand’s footprint among specialist retailers.

A Veteran at the Helm

Alkov joins Bergans with a high-profile track record in the outdoor and lifestyle sectors. His background includes senior leadership and brand-building roles at:

• Fenix Outdoor Group: (The parent company of brands like Fjällräven and Hanwag).

• Rab: The British technical mountaineering specialist.

"I look forward to further developing Bergans in Central Europe together with our retail partners and leading the brand strategically into the future," Alkov said in a statement.

The New Distribution Model

In tandem with Alkov’s appointment, Bergans is phasing in a "hybrid" sales and distribution model designed to offer more localized support. The new structure replaces traditional broad-stroke sales with a two-pronged approach:

• Targeted Key Account Management: Dedicated oversight for major retail chains and strategic partners.

• Regional Sales Network: A strengthened group of regional representatives to provide direct, face-to-face support for independent specialist shops.

• Andy Schimeck, who has been serving as the Interim Chief Commercial Director, will continue to oversee the transition phase. Schimeck emphasized that Central Europe remains "a key region for Bergans," noting its "strong, specialized retail sector and deep roots in the outdoor industry."

CEO’s Vision for Growth

The restructuring follows a series of strategic moves by Bergans to reclaim its position as a global leader in technical gear. Silje Garberg Ree, CEO of Bergans, noted that the shifting landscape of retail requires a more agile and collaborative approach.

"With this step, we are strengthening our collaboration with retailers and ensuring that we meet the changing demands of the market," Ree explained.

By focusing on specialist retail and technical expertise, Bergans aims to leverage its 118-year heritage to capture a larger share of the "gorpcore" and high-performance markets in Germany, Austria, and Switzerland.