Houdini, the Swedish outdoor brand, hired Niclas Bornling as GM, North America, and Brian Anthony as head of sales and merchandising. Both work from its Portland, OR headquarters.

  • Bornling has been the head of brand engagement and DTC sales at Houdini for the past two years. In his new role, he will continue to build on its global presence and grow Houdini’s U.S. business. Anthony previously worked with outdoor brands Keen and Salomon, in addition to founding his cycling apparel company, ANTHM Collective.
  • Recently promoted, Andrea Tomasini is head of global wholesale. Tomasini brings over 20 years of experience from Patagonia and will support Bornling and Anthony in this position.
  • Gabriel Ingemarson was named chief operating officer working in the company’s Stockholm, Sweden headquarters. She brings 25 years of experience leading company operations with strategic planning, negotiations and financial analysis. Before Houdini, Ingemarson worked at Doconomy as CFO and held additional positions as CFO and acting CEO at Mini Rodini.

“Niclas brings the creative depth and fearlessness that Houdini needs to broaden our reach and share our mission to create functional, timeless apparel that gives back to the planet,” said Eva Karlsson, CEO of Houdini Sportswear. “Our goal is to set a new industry standard for the apparel industry. Niclas has the necessary skills and drive to make that happen.

“Brian’s proven expertise will be a tremendous asset as we work to drive U.S. sales, nurture retailer relationships and introduce more consumers to the brand,” continued Karlsson.