American outdoor brand Holubar appointed Patrick Nebiolo, former managing director of Woolrich Inc., as new CEO.

Already in October the outdoor company started a re-launch, through a partnership with Fashion Box USA, a business accelerator for global apparel brands designed to amplify fashion brands into the changing North American market. Fashion Box USA was launched in 2019 by Patrick Nebiolo.

“Holubar is one [of] few American outdoor brands with real heritage,” said Nebiolo. “…We're very proud to undertake this new adventure, passionately combining the current ownership in the development of the Holubar brand throughout the world.”

Nebiolo will work together with Holubar owner and entrepreneur Alberto Raengo, who purchased Holubar from The North Face in the 90s and reintroduced the brand to the European market in 2012. Nebiolo and its partners will invest an undisclosed amount in the brand to expand Holubar's product portfolio and develop its omni-channel and customer experience strategies.

“I am delighted that Patrick Nebiolo and his partners have decided to join us in the path of growth, equipping the company with the resources necessary to make Holubar a reference player in the international outwear market,” said Raengo.


Holubar was founded in 1946 by Alice and Roy Holubar in Boulder, Colorado. The brand came to prominence when its mountain parka was worn by Robert De Niro in the 1978 film ‘The Deer Hunter.’ Today, Holubar is sold in over 500 stores across Europe, the U.S., Canada, China, Korea and Japan.


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