High Sierra Sport Company, a manufacturer of bags and luggage, announced the appointment of Jorge Garces as Vice President of International Sales. Garces will be responsible for implementing sales and marketing strategies for European, Latin American, Asia and Pacific markets. Garces will also provide new business development, pricing strategies, international finance and logistics as well as foreign market analysis and planning.

“Jorge’s arrival to High Sierra comes at an opportune time for our company,” said Hank Bernbaum, president of High Sierra Sport Company. “High Sierra is committed to major resources to elevate High Sierra’s sales programs as well as build our international awareness.”

Garces has over 20 years of international experience in sales and marketing. Prior to joining High Sierra, Jorge worked at JanSport where he developed all sales and marketing activities for its Latin American division. He was also instrumental in establishing new policies and distribution strategies in the Asia / Pacific region. Throughout his career, Jorge has held leadership roles at Marketing Associate International, Johnson Outdoor Incorporated, Lennox Industries Inc., and The Coleman Company.

“The quality of High Sierra’s products and dedication to meeting customer needs was a key factor in joining the company,” said Garces. “I’m looking forward to furthering High Sierra’s market penetration and gain further international sales potential.”