White Sierra has appointed Doug Prentice, formerly with Columbia Sportswear, as Vice President, Merchandising. In this role, Prentice will be directing apparel innovation across the brand, streamlining merchandising and directing product development.

“Doug comes with a lot of positives for White Sierra,” said Paul Tsui, CEO of White Sierra. “Doug has a first-rate reputation in this industry as someone who’s consistently focused on customer needs across regions. He’s innovative and has challenged designers to stay close to the market by creating ‘market right’ garments. I’m looking forward to his strong product direction which will be a perfect match for White Sierra’s production and sourcing strengths.”

Doug Prentice spent 23 years with Columbia Sportswear beginning as a Senior Product Manager and was most recently VP of Apparel Innovation before retiring in 2007. “White Sierra is a small & nimble company that's providing great value to the outdoor industry,” said Doug. “Having the right product is what will start moving the company to the next level.”

“I’m looking forward to working with Doug,” said Kevin Hobday, VP of Sales. “White Sierra is coming off a good year with increased sales over the year before. With Doug's expertise I'm confident we'll have a line that will continue to improve and be meaningful to our dealer base for seasons to come.”