Berghaus Accelerates U.S. Expansion With Key Marketing And Sales Appointments

Just one year after making its official re entry in the highly competitive United States market, British heritage outdoor brand Berghaus is aggressively scaling up its North American footprint. The Pentland Brands-owned company announced two major strategic moves today: the appointment of industry veteran Alexis Baden as U.S. Marketing Manager, and a new partnership with Method Outdoor Collective (MOC) to spearhead independent sales representation.

The double-down on American infrastructure comes on the heels of a successful initial launch year, which already secured premium retail distribution with outdoor giant REI and several key independent specialty accounts.

Anchoring the Brand Narrative

Taking the helm of the brand’s regional storytelling is Alexis Baden, who steps into the role of U.S. Marketing Manager. Baden brings a robust track record of building brand heat within the outdoor and lifestyle sectors, having previously held pivotal marketing roles at Dakine and Aether Apparel.

According to a statement from Berghaus, Baden will be tasked with shaping the brand’s consumer narrative, defining its regional identity, and executing targeted marketing campaigns to bridge the gap between Berghaus’s rich UK heritage and the modern American consumer.

“The Berghaus brand and story is poised to resonate with U.S. consumers, and I’m really excited to help shape and share that story,” Baden said of her new role.

Deploying Heavy Hitters to Independent Retail

Simultaneously, Berghaus is supercharging its wholesale network by partnering with Burlington, Vermont-based Method Outdoor Collective. The independent sales agency is led by industry stalwarts who boast over four decades of combined experience launching and scaling premium brands:

• Sasha Dietschi-Cooper (Founder): A seasoned executive with a resume that includes leadership roles at Burton Snowboards, Prana, Anon Optics, and Bivo.

• Beth Steele: An outdoor apparel expert with deep roots at Burton Snowboards, Anon Optics, Peppermint Cycling, and Seniq.

MOC will focus heavily on introducing Berghaus’s technical apparel and equipment to the crucial independent specialty retail tier across the country—a segment vital for establishing authentic community roots in the U.S.

“Berghaus has the heritage and technical credentials to earn an enduring position in the highly competitive U.S. outdoor apparel and equipment marketplace,” said Dietschi-Cooper. “We’re excited to introduce Berghaus to specialty retailers across the country.”

Steele echoed the enthusiasm, adding, “I am excited to bring my experience to Berghaus and help this amazing brand flourish in the U.S.”

A Long-Term Vision for North America

While many international brands struggle to find their footing in the crowded U.S. outdoor landscape, Berghaus’s parent company, Pentland Brands, views these hires as a declaration of long-term commitment.

Shane Wallace, Senior Vice President of Portfolio Brands at Pentland, emphasized that these investments are designed to create a permanent, rock-solid foundation.

“A year into our U.S. debut, we’re stoked that Berghaus is gaining steam in North America,” Wallace said. “From building out our internal team to partnering with best-in-class sales and marketing professionals, every move we’re making is in the service of our long-term vision for Berghaus in this market.”