After nearly 19 years within the Columbia Sportswear Company, Peter Rauch has been appointed president of the Mountain Hardwear brand, an outdoor brand fully owned by Columbia. Rauch will take over from Troy Sicotte, who will assume a new role as global vice president of sales for Mountain Hardwear. The two figures will start in their new roles on September 28th.
20 years of experience
Rauch leaves his current position as general manager of Columbia brand north america and brings with him almost 20 years of managerial experience within the various brands of the group, holding roles such as senior vice president, Asia Direct; senior vice president and chief transformation officer; and vice president and chief accounting officer.
“Throughout his career, Peter has built strong cross-functional collaborations, developed highly performing teams, and achieved significant results for the business”, stated Peter Bragdon, president of Columbia Sportswear. “His deep knowledge of the company, combined with his commitment to the outdoor industry and the consumers we serve, makes him the right person to lead Mountain Hardwear into its next chapter“.
The role of Troy Sicotte
Columbia emphasized that, since joining Mountain Hardwear almost eight years ago and serving as president for nearly five years, Sicotte has “played a fundamental role in strengthening the brand and building solid foundations for future success”. In his new role, Sicotte will focus on strengthening relationships with the market and commercial partners.
“We are grateful to Troy for his contributions and are excited about the leadership he will continue to bring to the brand”, stated Craig Zanon, evp, europe direct, asia direct and emerging brands. “His deep industry experience, strong relationships with retailers, and global perspective make him the ideal person to help guide Mountain Hardwear in the next phase of growth and success”.
“In transitioning to this new role, I am excited about the future of Mountain Hardwear and the opportunities that lie ahead. I look forward to strengthening relationships with our market partners and contributing to the continuous growth of the brand”, stated Sicotte.
