Patagonia promoted Nina Hajikhanian to general manager of EMEA. Most recently, she was the direct-to-consumer director, leading e-commerce, retail and customer service.

Based at the company’s EMEA headquarters in Amsterdam, Hajikhanian will oversee Patagonia’s business in the region, which includes more than 300 employees and 12 stores, including two UK stores in Bristol and Manchester.

Before joining Patagonia in 2019, Hajikhanian was head of e-commerce for Australia and New Zealand at Adidas Group and has held senior marketing roles at brands including Red Bull. She replaces the former general manager of the EMEA Matthijs Visch, who left the company in February 2023.

Bruce Old, head of global business operations for Patagonia, said, “Patagonia celebrates 50 years of responsible business in 2023, and the question we are asking ourselves is ‘What’s next?’ We are dead serious about using all the resources available to us in pursuit of saving our home planet, and our business in EMEA will be crucial to this commitment.

“In Nina, we have found a dynamic leader who lives and breathes the brand and can unify our internal and external communities behind our vision for the next 50. Nina will be supported by our passionate and talented team, across the region, in this new phase in our company’s history,” continued Old.

Hajikhanian stated, “We stand at a critical point in our journey in Europe, and in partnership with this exceptional group of people working at Patagonia EMEA, I look forward to challenging ourselves and the wider business industry, to higher ambition, across all our actions.”

Photo courtesy Patagonia